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- 2. Here’s what we’ll cover: Breaking water Event Planning Gathering support Connecting Online Closing the loop
- 4. Um, are we going swimming? Nope!
- 5. A campaign “breaks water” though an offline event that puts your movement on the map, gathers media attention, and puts you face to face with your target. This is your campaign escalating through well planned online tactics
- 6. QUESTION: “I’m crushing my online campaign, why do I need to hold an event?”
- 7. ANSWER: Because they look awesome AND they: Use visual representation Build community Convey emotion and power
- 8. Consider this image Would MLK’s march on Washington have been as powerful if each person had signed an online petition?
- 9. Maybe, but likely not. There’s something about being physically together in one place that shows the power of a movement.
- 10. 2 Event Planning
- 11. Get in front of your Target Set up a private meeting so you and your target can discuss the issue. Hold a public display outside an office building or headquarters Pro Tip: Ever heard of Birddogging? That’s when you find out where you target’s event plans, and surprise them by showing up to make your demands.
- 12. Petition Delivery Want some ideas? These events rock: Call in Day Rally Letter writing Sit-in National Day of action Be Creative! What else would work for your campaign? March
- 13. Determine your Goals Ask yourself these questions three: Is it timely and relevant to your supporters? Is it a core part of your larger campaign narrative? Will reaching your goal actually create change?
- 14. Ok, what’s my master plan? One month beforehand: 1. Plan recruitment 2. Create invite 3. Set up your weekly meetings AND: Build your team Find Volunteers Delegate Responsibilities Create materials Media Outreach Day Of Early arrival Check-in Speakers & mic testing Wrap up Follow up Check out these tips on starting creating a timeline for your event!
- 16. Gather Your Team Find people in your community Who has been affected most? Who Host a smaller event Dinner party Film screening
- 17. Practice your Public Narrative Tell your story of self and us. Check this out on Causes! Explain your theory of change by making it clear how your event could create real-world impact
- 18. Reach out online Reach out to personal campaigners or top recruiters. Post and promote your event across platforms and communities
- 19. Event Roles There are TONS of jobs during an event! Make sure you’ve got your bases covered and delegate!
- 20. QUESTION: How do I recruit volunteers who will actually show up and do a great job? (Like these lovely folks!)
- 21. ANSWER: The 4 C’s! Connect with volunteers through your story of self, and now. Give context – tell them why what you’re doing important. Ask for them to commit to showing up, don’t leave it with a maybe. Catapult into action by giving that volunteer a responsibility for the event.
- 22. If you’re not getting ‘no’s’ you’re not asking enough people.” – Marshall Ganz That’s Marshall!
- 23. Find the sweet spot: POWER +FUN = One killer event!
- 24. Here are some FUN things you can do to spice up your event! Listening to Music Dressing up Taking Pictures Eating food Exercising Socializing
- 25. A Petition Delivery asking President Obama to Close Guantanamo Bay – now that’s a statement! See it on Causes!
- 27. Help your event take off online TWITTERSTORM! Set up a profile picture to coincide with the event!
- 28. Connecting with the Media Send out a press release one week before hand with your event details: WHERE Learn how to Then, prepare your talking points in case you are interviewed at the event! WHO write a pitch WHY WHEN here!
- 29. Plan it to the minute Make a detailed schedule! Everything has a start time and an end time. 8:30 Meeting time 9:00 Event start 9:02 Introductions 9:05 Sarah’s story 9:15 Music starts Pro Tip: Give your timekeeper a set of large cards with numbers on them. They can use these to silently keep the speakers on track.
- 30. Here’s an Online Campaign on Causes: See how it broke water offline
- 31. An International Day of Action! Scotland! Germany New York
- 33. Yahoo, you made it through event day! You’re done right!? Not quite! There are still two groups of people you should follow up with
- 34. Your dedicated supporters! Use pictures or video to send an update to your online supporters. Here’s a picture that was sent to a causes community after a petition delivery Gather, materials, suggestions . and learning’s from your participants Always be thinking one step ahead - give the next ask to keep the conversation going
- 35. …and your target! Keep the pressure on no matter what their response. Ask for another meeting. Make it known that your campaign will not stop until you get what you want.
- 36. Looping everything together STEP 1: PREP A. Post it. B. Promote it. C. Engage people. D. Provide resources. STEP 3: FOLLOW UP A. Collect info. B. Provide recaps of the event. C. Provide progress updates on your theory of change. D. Give the next ask and promote it (repeat the steps). STEP 2: PULL IT OFF A. Provide resources. B. Collect names, email addresses, personal stories. C. Take pictures/video. D. Give the next ask. E. Have a great time!!
- 37. Ready to go launch your event? (Don’t forget to send us the invite!)
Editor's Notes
- HILL:Today we’ll cover when the best times are to implement offline action into a campaign.We’ll cover how to gather support for an event by using online networks and social media platforms, and talk about volunteer recruitment. Then we’ll outline the steps needed to set up a powerful and successful event. - Whether it’s a letter writing party or a protest outside city hall, there are a few basics to each offline event that will help get your event started and propel your campaign forward. 4) Finally, we’ll go over how to bring a campaign back online after the event by following up with supporters and posting event summaries and successes.
- HILL: In our first webinar we talked about how every campaign has points of strength as each tactic is launched. These tactics form each peak and are followed by a bit of downtime for discussion and reflection. As a campaign escalates through online tactics like a petition, new updates, pledges etc, one great way to really “break water” with a campaign is to hold an offline event or protest. For example, a group of college students wouldn’t start a divestment campaign with a large all-school rally. It’s much more likely that they would have to build up to that point, like with an circulating petition, a pledge to tell classmates
- HILL: By creating on the ground events and actions as a part of your campaign it’s possible to demonstrate the power and commitment a group has to fighting for the change they want to see. Demonstrations are an incredible visual to the magnitude of a campaign and show the target the massive group of people who are are demanding that change.These events also help to build community and gather additional supporters for your campaign. If a group of 10 workers on strike start picketing outside of their office, other workers will see them as they come and go from the building. For those workers who are on the fence about the issue or feeling isolated, that visual of solidarity may be enough to encourage them to join the movement, showing them that they are not alone. Going offline builds solidarity. It shows an emotion and power that can be harder to convey online. It also offers fantastic leadership development opportunities for participants to step up and fill roles required to pull off your action. Roles can include building a leadership team to plan the event location, timing, and outreach, and also can arrange to recruit folks to take on other roles such as committing to cover transportation, taking photos, and more,. In the picture on this slide, 100 children in Guragon India dressed up in front of the cigarette company to protest the sale of cigarettes to children. Their masks, and that large cigarette in the background provide powerful imagery to this power of this campaign and shows their dedication to achieving their goal.
- HILL:INTERACTIVE:What’s powerful about this image?There’s something about physically being together in one place that begins to show the power of a movement. One questions I love to ask myself when comparing the impact of online to offline actions is this: What if “I have a dream” was an online petition? What if the 250,000 people who participated in the March on Washington all stayed home and signed that petition instead? Would the movement have had the same amount of power? Or what if Rosa Parks had not physically been on that bus to take the action that launched the Montgomery Bus Boycott? Demonstrating collective action by congregating in a physical place can put you in direct contact with your decision makers and emphasize the power and determination of your movement.
- HILL:INTERACTIVE:What’s powerful about this image?There’s something about physically being together in one place that begins to show the power of a movement. One questions I love to ask myself when comparing the impact of online to offline actions is this: What if “I have a dream” was an online petition? What if the 250,000 people who participated in the March on Washington all stayed home and signed that petition instead? Would the movement have had the same amount of power? Or what if Rosa Parks had not physically been on that bus to take the action that launched the Montgomery Bus Boycott? Demonstrating collective action by congregating in a physical place can put you in direct contact with your decision makers and emphasize the power and determination of your movement.
- HILL: Offline events also help you get face to face with decision makers. By setting up a meeting, you may be able to sit down with your target, present your argument, and hear their thoughts. You may want attend these meetings with a small group of volunteers, so that one person can be holding a sign, and another can work with any news reporters who may attend. If your target is not receptive to your request for a meeting, another campaign practice is called “birddogging”. This means that you track down your target by figuring out which public event’s he or she may be attending that you could meet them at. It usually helps if the media is in attendance, as that will put more pressure on the person to discuss your concerns. Finally, large demonstrations are a great way to get the attention of your target if they take place near the decision maker’s office building or personal space. These protests should accompany a demand to hold a meeting with the decision maker. The intense visuals and commotion of collective action may put enough pressure on your target to hold a meeting with you immediately even if they refused to meet with you before. By using collective action to occupy a specific place, it demands commentary and acknowledgement from your target, moving them towards making the right decision.
- HILL: Some common offline actions are a petition delivery, a call in day, a rally, a sit-in, a national day of action, and a petition delivery. INTERACTIVE: WHAT ARE SOME CREATIVE WAYS YOU’VE SEEN OTHERS TAKE ACTION?
- HILL:When thinking about what type of event you want to host, it’s great to first determine your event goals. When developing an event as a part of your campaign, it’s great to make sure that your task is timely and relevant. If a government body Is making a decision in a week or a few months, it’s great to plan ahead and determine when your event will have the greatest impact. Is your event an core part of your larger campaign narrative? It’s great if your event fits in to, or expands the stories you’ve been using in your online campaign. Finally, will reaching your goal actually create change? Just like with a campaign strategy, it’s great of your event has a theory of change. If ____, then _____. If we paint ourselves green and run around our school’s campus before arriving at the deans office for a meeting, then we will have created enough public spectacle and pressure to make the school divest from fossil fuels.
- KEL: Once you’ve decided your ask , it will be great to find those leaders who will help you develop your event, take on key roles, and recruit volunteers. This is a great example of creating that snowflake leadership structure. To find leaders in your community, look for people who are already passionate about your issue and working towards that change. It’s great to contact those who would have the most to gain if your campaign is successful. If you’re trying to pass a city proposal, ask yourself who needs it most? If you’re trying to lift a state law, ask yourself who is being hurt the most by this? Where are those people located? If they are workers at a specific company try to find someone who works there. If they live in a certain part of town, attend a local street fair and start talking to people or passing out flyers. Perhaps there are non-profits in the area who have volunteers who would be interested in helping with your campaign. Sometimes, hosting an even smaller event that you could organize by yourself can help you to meet others. By hosting a dinner party or a film screening you could have a smaller discussion with like-minded people to talk about the larger event and what you want to accomplish. From there you can delegate roles and responsibilities to these leaders who want to help with your event. By enabling this team of leaders, they’ll achieve a fantastic leadership opportunity that could continue to grow throughout your campaign. INTERACTIVE: Of the top of your head are their new places you think you could look in your community to build your leadership team?
- HILL: Once you’ve decided on your event, the next step is to start gathering your leadership team of volunteers to help you execute it. These are a few tips on how to prepare an excellent call to action that will inspire your supporters to and move them to act. It’s very powerful if offline events are rooted in Crisi-tunity: Crisis: something bad is happening or is going to happen.Opportunity: you can do something to prevent it. If a city council is planning on tearing down the local movie theater, but you’ve been collecting petition signatures for weeks to fight against it – seize the opportunity to hold a rally and petition delivery on the day of the vote. Use a story of self and us if you’re recruiting new supporters or asking those you already know to join your offline event. Remember that these stories convey shared values and trust. They bring people together to take collective action. Explain your solid theory of change State your target. By acting now, this is how you will create the change you want to seeWork backward from your end goal, step by stepBelieve in Real-world impact.
- KEL:Provide clear ways for online supporters to engage in offline action. It’s awesome if the time, place, and details of the event are all in the call to action you use to recruit supporters! That way, they know exactly what they are getting into. Post and promote the action widely, across platforms and communities. It can be surprising how many hidden online networks there are, I know I’m finding more and more everyday. Use you personal Facebook, twitter, Instagram, and other social media outlets to promote your event. You can try looking up facebook groups that advocate for a similar cause and post on their walls, or email local non-profits to see if they’d like to take part in your event. Google search can do wonders to help you find hidden communities near you that may be fighting for this same issue. Create a hashtag for your event. This will be something your participants can use leading up to the event as well as during and after to communicate with one another. Keep your countdown consistent! Give people updates and warnings leading up to the event. If you give at least one week’s notice, people will be able to plan ahead to attend the event, but it won’t be too far ahead that they can’t commit to showing up! However, we all know how busy weeks go, so sending out reminders the night before the event will remind your supporters of their commitment to attend. If you make a change – do 48 hours before the event.
- KEL:After you gather your leadership team to help you organize an event, it’s great to find a group of solid and committed volunteers to take on some of these roles. GreeterPolice LiaisonFood personBullhorn HolderTimekeeperSpeakerSocial media managerSpeakersStorytellersOutreach teamMedicMedia LiaisonPhotographerVideographer
- Connection - Story of self, similar valuesContext - Why are we doing this?, there’s a sense of purpose, whats the urgency and why is it important? Commitment - Ask for commitment, ask it straight out, or else you might be left wondering if the person will really show up. Catapult -Give a task immediately: Can you bring pens? Can you bring music? Can you make food for the participants? This ask will make your volunteer feed important, and depended on. They’ll know that their contribution will move your event towards it’s goal. Ask allies to help promote itAsk supporters to tell a friend/bring a friend
- HILL:People love to do things that are fun. Finding that sweet spot between something people love to do and a way they can take action for your campaign is golden! Examples:Set up a free concert and register people to vote. Host a potluck where people write letters to their local representative. Ask people to dress in costume at your rally!
- HILL: Every campaign has a story – something being fought for. How can your event convey that story’s meaning in a strong and powerful way? This campaign on on Causes called for President Barack Obama to close Guantanamo Bay. The subject of Guantanamo Bay was in the news almost everyday as many of the prisoners were on a hunger strike. The organization seized the opportunity to make their official petition delivery. The picture above is of the event outside of the white house. People dressed up in orange prison jumpsuits and held signs of support for the prisoners. An image of each prisoner lied out on the sidewalk before them, along with the boxes that contained 17,000 signatures collected online.
- HILL: INTERACTIVE: Give me a plus one if you’ve seen one of these profile pictures on Facebook, or even made it your own picture?These strategically created profile pictures went viral for a few days earlier this year to help large scale campaigns have an online presence during some of their biggest events. The pledge you see here, was created earlier this may during a national day of action called “March against Monsanto” where people were encouraged to attend a march in their city. However, if they were unable to attend that march, the could pledge to change their Facebook profile picture instead. These images had a powerful impact on Facebook users who may have been surprised to see so many of their friends demonstrating their support for an event online. They combined the powerful visual of offline action with the virality of online action. These images can be especially powerful if the are consistently tied with a call to action.
- KEL:It’s amazing if you have a Media Liaison to take on the responsibility of inviting the media to your event and talking to them while they are there. A week before the event this person can contact local news reporters and notify them of the event in a press release. Remember from “virality” that this press release is most effective if it clear and detailed with the reason for the event, date, time, and any other interesting details. When the media arrives at the event your media Liaison can greet them, and answer their questions. To prepare for this interaction, go over your talking points ahead of time. Why is your event taking place, who are the people present, who are you targeting, what are your demands, who are you fighting for. Having these basics, along with additional stories and statistics planned out ahead of time will help you stay on track even if the media asks you difficult or unexpected questions.
- www.nytimes.comHILL: Have a meeting place set up in advance so your volunteer and supporters know exactly where to meet and at what time. Encourage your supporters to be sending out live updates on their social media platforms. Give people a hashtag so the communication is consistent. Document! Take lots of pictures and video so you can publicize it after the event. It may come in handy down the road with your next call to action, and will be a great way to reflect on how far you’ve come!Be flexible. It may be hard to foresee the types of encounters your group may have during an event. When Silent protests were going on in Istanbul, this campaign on Causes sent out an update to online supporters with a direct link to live streaming coverage of the event. So event those who could not travel to Istanbul to participate, could watch the demonstration happen online. By keeping online supporters informed, they still feel involved in the movement, and will be more likely to help with same-day tweeting or with another event in their hometown.
- HILL: This is a campaign started on Causes by Shona Lewendon, a mom of three who lives in Edinburgh, Scotland. After learning about the dolphin hunt in Taiji, Japan, Shona was outraged that Japan might have a bid for the 2020 olympics. Her petition targets the International Olympic Committee, asking them to Challenge Japan to end the dolphin hunt before they accept the bid. Last May, when the petition reached 200,000 signatures on Causes, Shona called upon supporters in 42 different cities across the world to hold protests outside of the Japanese embassies. She used online platforms like facebook and Causes to help her create teams of volunteers to organize their own local events. For those who could not attend the event, she set up a “thunderclap” which allows people to sign up online, and have a tweet sent from their account at the exact same time as other supporters around the world.
- HILL: The events were awesome! Shona had one of her supporters volunteer to design posters that could be printed out anywhere. While each member of her leadership team set up the meeting plan in each city using a facebook event to keep people updated every step of the way. Here, there are images from the protests in Toronto, Miami, Melbourne, Edinburgh, Dusseldorf, and Portland. INTERACTIVE: What’s powerful about national days of action? What is consistent in these photos?
- HILL: After your event it’s great to follow up with your supporters online. Those who were able to attend your event will love seeing what they accomplished be published, and those who were unable to attend will feel included in the movement.Send the videos or pictures you took at the event out as soon as you can after an event and describe what was successful about the event. Always include an ask in these updates to continue the momentum you gathered from you event! Here is a picture of Rodger Dorian, a leader on Causes who delivered 7500 signatures to a city council in Miami, FL to protect a front-yard garden and the update that he sent to his causes community as soon as the meeting was over.
- Use the momentum you built from empowering your volunteers and participants to keep the pressure on your decision makers.Ask for another meeting when your event is over as they may be more willing to discuss your concerns. Whether or not your decision maker gave you an answer, make sure they know your campaign will not end until you’ve reached your goal. http://uddebatt.wordpress.com/tag/jihad-makdissi/
- KEL:Breaking it down:Start online – post a great call to action with a strong theory of change and promote it across all social media platforms. Engage your supporters in your call to action and make sure that you’ve given the very basic information online, the when the where, the next steps. Etc. Moving offline – work with your leadership team to create or find the resources you’ll need for the event by hosting planning meetings prior to the event. At the event, collect names, emails, and personal stories of people who attend. Why are they there? Why is this issue important to them? You might find new supporters who have extra resources to contribute to the next steps of your campaign. Document everything! Use videos, pictures, and ask supporters to send live updates through social media channels during the event. Make sure people know this is only one step in this campaign, with all this attention, tell people what the next step is, where else can your supporters take action? On a petition? Through a personal behavior? Have a great time! After your event close the loop with your supporters online. Send out an update on how the event went and what the successes were, talk about where you’ll go next. Ask for any media or feedback and give the next ask in your campaign.