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Online Organizing Training - June 2012
Online organizing allows individuals to participate in campaigns through digital communications and mobilization, complementing traditional in-person organizing. It has benefits like engaging supporters creatively, connecting local stories to national issues, and mobilizing people quickly. Online tools include social media, email, texting, and collecting data. Organizers should integrate online strategies throughout their campaigns, from voter registration drives to get-out-the-vote efforts. Text messaging is particularly effective for mobilizing communities cost-effectively at scale. All staff can contribute by gathering contact data and coordinating online and offline organizing activities.
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Online Organizing Training - June 2012
- 1. ONLINE ORGANIZING TO CHIRLA Movement B u i l d in g Tr a i n i n g HELP GET OUT THE VOTE J u n e 9 & 1 0 , 2 01 2
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- 3. WHAT IS ONLINEORGANIZING? Online organizing is online communications, outreach, and mobilization that allows individuals to take part in your work, as a complement to traditional organizing.
- 4. REFORM IMMIGRATIO N FOR AMERICA CAMPAIGN HIGHLIGHTS • 1,200 house parties • 250,000 people on the National Mall in DC • 350,000 calls for the DREAM Act • Nearly 2.9 m i l li o n c o n t ac t s w i t h e l e c te d o f fi c i al s • Almost 1 m i l li o n activists across the US
- 5. WHAT IS ONLINEORGANIZING? What it can do… What it can’t do… Creatively engage Replace actual supporters in new ways organizers and face-to- Connect local stories to face contact with national figures/media community members Mobilize people quickly Deeply interact on the and effectively individual level – must Bring in individuals not serve as a building reached by traditional block for an offline organizing relationship
- 6. WHERE DO WE ORGANIZEONLINE?
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- 8. ONLINE ORGANIZING TOOLS: Social media - Twi t te r - Fa c e b o o k - Yo u Tub e
- 9. ONLINE ORGANIZING TOOLS: Email - Pet it i o n s - L et te r s to t h e e d i to r - C l i c k to c a l l - Donations
- 10. ONLINE ORGANIZING TOOLS: SMS - Tex to u t - Re c e i v e tex t s - C l i c k to c a l l - E d u c a t io n - Data c o l l ec t i o n - Event t u r n o ut
- 11. WHY DO WE ORGANIZEONLINE?
- 12. WHY DO WEORGANIZE ONLINE? BENEFITS LIMITATIONS Almost 100% open rates Some mobile providers do on SMS not allow users to text the short code unless Message large quantities they have a specific plan of people at once Boost, MetroPCS, Cricket SMS: 35,569 Email: 58,168 People with .edu email addresses or work email Total: 93,737 addresses can move Affordable – only costs staff time Contacts can unsubscribe 160 characters
- 13. WHY DO WEORGANIZE ONLINE? Meeting people “where they’re at” In 2007, 56% of Latinos had access to the Internet. In 2012, 71% of Latinos have access to the Internet. Half of all Latinos use their phones to access the Internet. Latinos are increasingly adopting social media as a way to connect with friends and family. Dynamic Flexible in the kinds of content you can deliver to people – videos, photos, real-time conversation, etc. Targeted We can target based on any almost any qualifier – Representative, zip code, voter eligibility – to reach the right group of people every time. Nimble Quick to react to news or events.
- 15. Why was this successful?
- 16. WHEN DO YOU INTEGRATEONLINE?
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- 18. Registration Candidate/Voter GOTV/Canvassing Drives Forums Text Call to Text Call to Text Call to Action told to Action on flyers, Action repeated every single palm cards throughout event person you meet Commitment Commitment Commitment cards cards cards Sign in/up form Sign in/up forms
- 19. June, July, August September October November •Pingback when •Voter Registration •Final request for •Drive to polling they sign up deadlines data place •Info on •Drive turnout to •Reminder of •Reminders to vote community events registration drives registration, early (2 reminders on •Request for data •Candidate and voting deadlines day of) (are you eligible to issue education •Candidate and •Poll (what issues vote, full address) issue education were most •Recruit for important to you?) volunteers (non- •Thank you for voters/students) voting/next steps
- 20. WHEN DO YOUINTEGRATE ONLINE? SLOW BUILD RAPID RESPONSE In-person events Breaking news or immediate need Small group of people every month Quick mobilization, must attach to a OUTCOME: consistent moment base of activists to go back to, can work OUTCOME: large through ladder of quantities of people, engagement some may only stay for a short while
- 21. WHERE DOES ONLINE INTEGRATE - Events - C a nv a s s i n g 1.Fill out email and cell phone 2.Check boxes to receive texts
- 22. WHERE DOES ONLINE INTEGRATE - C o m m i t me n t cards - Events - C a nv a s s i n g 1.Put on every flier, sign, card 2.Repeat at each break, walk people through process
- 23. 1.Get contacts tosign a WHERE DOES commitment card ONLINE INTEGRATE - C o m m i t me n t cards - Events 2.Give “Text OUR VOTE / - C a nv a s s i n g MI VOTO to 69866” prompt 3.Repeat
- 24. WHERE DO IFIT IN TO ONLINE ORGANIZING?
- 25. NAV team CHIRLA e-advocate RI4A online team • Data Lead • Gathers data • Uploads data • Collects commitment • Coordinates with NAV • Sends out team texts cards, enters data team about local • Team Lead events • Requests messages from e-advocate
- 26. WHERE DO IFIT IN TO ONLINE ORGANIZING? At the end of the day, you’re this helps you… make 1 or 2 more contacts with each individual you’re trying to get to vote push people to register recruit volunteers hit your 157,000 contacts, 35,000 voters, and 18,000 registrations goals
- 27. … build amovement of individuals ready to vote and push for comprehensive immigration reform, the DREAM Act and the rights for all immigrants in this country.
- 28. BREAKOUT! Get in your groups and do two things: 1. Brainstorm 5 ways to include the SMS opt-in in your campaign 2. Write 5 SMSs to send to people in your area about your campaign
Editor's Notes
- #6 Let’s be clear: Online organizing will never replace traditional organizing. However, online organizing is a new way of mobilizing people through their phones and computers to take action on our issues. By “meeting people where they’re at” we can quickly organize people to take virtual action or hear our message within minutes, or even seconds.
- #9 We use social media to build community online with our followers and recruit new people to our cause.This work will be done by the e-advocate at CHIRLA.
- #10 We use social media to build community online with our followers and recruit new people to our cause.This work will be done by the e-advocate at CHIRLA.
- #11 We use social media to build community online with our followers and recruit new people to our cause.This work will be done by the e-advocate at CHIRLA.
- #13 BENEFTITS:One of the major reasons the RI4A campaign has been so successful is that we tapped into where people were – on their cell phones.Text messages have a 100% open rate. Think about it – even if someone WANTS to ignore a text message, they can’t. There’s the icon on the screen of their phone reminding them to open it until they do.LIMITATIONS:While gathering names in the field, two important considerations must be taken into account.Some cell carriers don’t allow their users to text to shortcodes unless they have specific cell phone plans.For email addresses, make sure you get PERSONAL email addresses, not work or .edu. If someone changes their job or graduates from college, you lose them. Personal email addresses are the only way to keep track with that person for an extended period of time.
- #16 For 3 years, organizers have been building an online community across five channels – email, SMS, social media, and phone banks. These communities are nurtured by online organizers who message the list and help turn your list-building into online mobilization.
- #19 This slide will be a demonstration of how people integrate listbuilding into their actions
- #20 This slide will explain what kinds of messages people will receive from the list
- #21 Talk about two methods for building an online community