Women Who Tech: Building Social Movements

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This webinar was part of the 2012 Women Who Tech Telesummit, moderated by Amy Sample Ward, with presentations from Claire Diaz-Ortiz, Michael Silberman, and April Pedersen. Learn more at http://womenwhotech.com

Technology Business

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Using Technology & Social Media
To Build Social Justice Movements
Principles of Social Media ROI
PANALISTS:
Amy Sample Ward
April Pedersen
Claire Diaz-Ortiz
PANALISTS: Michael Silberman MODERATOR:
Beth Kanter and Lauren Vargas, Roz Lemieux

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www.WomenWhoTech.com

Today’s Panel

Amy Sample Ward April Pedersen
NTEN Salsa Labs
@amyrsward @aprilinaction

Michael Silberman Claire Diaz-Ortiz
Greenpeace Twitter
@silbatron @claired

www.WomenWhoTech.com

Next up:

Amy Sample Ward April Pedersen
NTEN Salsa Labs
@amyrsward @aprilinaction

Michael Silberman Claire Diaz-Ortiz
Greenpeace Twitter
@silbatron @claired

www.WomenWhoTech.com

How Big Is Yours?
How 665,000 People Saved
Mediterranean Fisheries

GREENPEACE CAMPAIGN
CASE STUDY

www.WomenWhoTech.com

1. Create strong campaign story to work across
channels, mediums, audiences

www.WomenWhoTech.com

2. Give everyone a fish! Mobile app (game?) encourages
engagement, growth, action.

‘I learned how big mine is.
Click here to learn how big yours is.”
www.WomenWhoTech.com

3. Build media, momentum with edgy video.

Sex sells. And saves fish.
But views didn’t convert to action.
www.WomenWhoTech.com

4. Consistent, informed pressure
on legislators: monitor fish markets
2,000+ citizens calling Ministry put
undersized fish issue on agenda.

Web page inviting people to send a fax.
www.WomenWhoTech.com

5. Rest, monitor progress, remind.

www.WomenWhoTech.com

Success!

500,000+ informed citizens taking action

www.WomenWhoTech.com

MORE!
Read complete case study
Watch campaigners discuss

http://act.gp/HBIYcase

www.WomenWhoTech.com

New technologies allow people to increasingly lead
efforts for change.

Change-making is shifting from

N G O -LE D P E O P L E -L E D

www.WomenWhoTech.com

Why does this matter for Greenpeace?

more empowered
supporters bigger wins
more money
retention

www.WomenWhoTech.com

BEFORE
“Greenpeace won.”

AFTER
“I won with Greenpeace.”

www.WomenWhoTech.com

Innovations in people-powered
campaigning and digital mobilisation from
around the world.

Signup for dispatches:
MobilisationLab.org

Join campaigners from 350.org,
ActionAid, Oxfam, Red Cross,
Save the Children and other
leading organisations.

@MobilisationLab

www.WomenWhoTech.com

Know Your “Theory of Change”
& Tell a Story

www.WomenWhoTech.com

Create a Call to Action
& Organize a Base of Support

33
www.WomenWhoTech.com

Build Relationships through
Engagement

34
www.WomenWhoTech.com

Know your Supporters
& Empower Them

35
www.WomenWhoTech.com

Target & Amplify your Message

36
www.WomenWhoTech.com

Reward your Supporters

37
www.WomenWhoTech.com

Measure your Progress

38
www.WomenWhoTech.com

Iterate, Hone, Experiment
& Repeat

39
www.WomenWhoTech.com

Questions?

Amy Sample Ward April Pedersen
NTEN Salsa Labs
@amyrsward @aprilinaction

Michael Silberman Claire Diaz-Ortiz
Greenpeace Twitter
@silbatron @claired

www.WomenWhoTech.com

Social media was once promised as the silver bullet for nonprofits. Start posting, start tweeting, start Instagramming - and like magic, the donations will just roll in! Then reality set in. In our current attention economy, organic (unpaid) reach is down, algorithms prioritize updates from friends and family over businesses and brands, and millions upon millions of pieces of content are uploaded every single day. For nonprofits to effectively raise money and build a community on social media requires thoughtful, strategic, and consistent effort and a boatload of creativity. In this workshop, social media and digital fundraising expert, Julia Campbell will walk you through the secrets to successful donor relations with social media. Participants will learn... How to navigate the latest changes and trends in the social media landscape - what fundraisers need to know; How to use social media to build and deepen relationships with current donors and prospects; How to manage social media work at a small nonprofit with limited capacity; Free and low-cost tools you can use to enhance your digital fundraising on a shoestring budget; and Real-world examples from small and mid-size nonprofits.

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What happens when the digital tools and platforms we make and use for communication and entertainment are hijacked for terrorism, violence against the vulnerable and nefarious transactions? What role do designers and developers play? Are we complicit as creators of these technologies and products? Should we police them or fight back? As Portfolio Lead for Northern Lab, Northern Trust's internal innovation startup focused on client and partner experience, Antonio will share a mix of provocative scenarios torn from today's headlines and compelling stories where activism and technology facilitated peace—and war. As a call-to-action for designers and developers to engage in projects capable of transformational change, he'll explore the question: How might technology foster new experiences to better accelerate social activism and make the world a smarter, safer place?

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The success of your fundraising campaign hinges on effective methods of sharing. Without actively telling your supporters to go to your campaign page and take an action, your campaign will not generate the traffic, donations, or fundraising that you need to be successful. You’re in luck. GoFundMe Charity provides you with the tools to help you be successful in getting the word out, including inviting team members, social sharing, email customization, and a mobile-friendly platform for sharing on-the-go. In this webinar, you'll learn tactics to spread the word and mobilize your supporters to not only make a donation, but to fundraise for you! What you’ll learn: Best practices for recruiting fundraisers for your campaign; How to invite team members directly from your GoFundMe Charity campaign; How to share on social media to reach new audiences and expand your fundraiser base; How to communicate with and support your fundraisers during the campaign.

Nonprofit organizations are getting hit hard by the coronavirus crisis. Not only are they experiencing skyrocketing demand from people in need, but social distancing has closed nonprofits and led to layoffs. For charities, the need to support employees and expand services in the face of the COVID-19 crisis is critical. In this webinar, you will learn a step-by-step framework to planning and launching an emergency crowdfunding campaign. Learning objectives: How to identify a goal; How to figure out what to fund; How to raise funds for employee relief; How to choose a platform for your campaign; How to promote the campaign; Case studies of successful emergency crowdfunding campaigns running right now.

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A lot has been said about the potential and the promise of storytelling for nonprofits. Stories have the power to persuade, to captivate, and to move people from passive to active. Human brains are wired to remember stories - not just to hear or listen to stories, but to experience them along with the storyteller. The current fast-changing, always-on digital reality demands ever-more creative approaches to storytelling - to grab attention, to pique curiosity, and to inspire action. Join us for a workshop with digital storytelling expert Julia Campbell to discuss: As social change agents and nonprofit professionals, how do we build a community of raving fans using the stories we already have? How can we make complex and difficult issues come to life through stories? Julia will show you how to use compelling storytelling on digital channels to build a vision of hope, to make deeper connections with supporters, and to create a community of volunteers eager to help spread the word. At the end of the session, participants will be able to… 1. Employ Julia’s 3-part digital storytelling framework to turn supporters from passive to passionate. 2. Create a system to collect the best volunteer recruitment stories for your organization. 3. Apply emerging technologies that nonprofits can use to recruit volunteers with digital storytelling.

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Women Who Tech: Building Social Movements

1. Powered by: Using Technology & Social Media To Build Social Justice Movements Principles of Social Media ROI PANALISTS: Amy Sample Ward April Pedersen Claire Diaz-Ortiz PANALISTS: Michael Silberman MODERATOR: Beth Kanter and Lauren Vargas, Roz Lemieux Need Help? Need Help? Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166Press *7 to un-mute phone lines or call ReadyTalk Support at 1-800-843-9166 www.womenwhotech.com www.WomenWhoTech.com

2. • For audio, please dial 866.740.1260 • (access code: 3979000) • *6 to mute your line/ *7 to un-mute www.womenwhotech.com www.WomenWhoTech.com

3. A little housekeeping: A little housekeeping: • The panel will be recorded and posted to the http://www.womenwhotech.com • A post-webinar survey will open when you close out of the panel, please help us better our programming by completing it. • Phones will be muted. www.womenwhotech.com www.WomenWhoTech.com

4. Stay engaged! • Please ask questions and comment by: • Typing in the chat box. We’ll respond via chat or over the phone when appropriate. If it is information to share with the whole audience, we’ll chat it to everyone. • If the is a pause for open Q/A, you can ask a question by un-muting (*7) when there. Remember say your name first and to re-mute by pushing *6 when you’re done. • Click on the ‘Raise Hand’ to ask a question during an open Q/A period. www.WomenWhoTech.com

5. Today’s Panel Amy Sample Ward April Pedersen NTEN Salsa Labs @amyrsward @aprilinaction Michael Silberman Claire Diaz-Ortiz Greenpeace Twitter @silbatron @claired www.WomenWhoTech.com

6. Next up: Amy Sample Ward April Pedersen NTEN Salsa Labs @amyrsward @aprilinaction Michael Silberman Claire Diaz-Ortiz Greenpeace Twitter @silbatron @claired www.WomenWhoTech.com

7. How Big Is Yours? How 665,000 People Saved Mediterranean Fisheries GREENPEACE CAMPAIGN CASE STUDY www.WomenWhoTech.com

8. www.WomenWhoTech.com

9. 1. Create strong campaign story to work across channels, mediums, audiences www.WomenWhoTech.com

10. 2. Give everyone a fish! Mobile app (game?) encourages engagement, growth, action. ‘I learned how big mine is. Click here to learn how big yours is.” www.WomenWhoTech.com

11. 3. Build media, momentum with edgy video. Sex sells. And saves fish. But views didn’t convert to action. www.WomenWhoTech.com

12. 4. Consistent, informed pressure on legislators: monitor fish markets 2,000+ citizens calling Ministry put undersized fish issue on agenda. Web page inviting people to send a fax. www.WomenWhoTech.com

13. 5. Rest, monitor progress, remind. www.WomenWhoTech.com

14. Success! 500,000+ informed citizens taking action www.WomenWhoTech.com

15. MORE! Read complete case study Watch campaigners discuss http://act.gp/HBIYcase www.WomenWhoTech.com

16. New technologies allow people to increasingly lead efforts for change. Change-making is shifting from N G O -LE D P E O P L E -L E D www.WomenWhoTech.com

17. Why does this matter for Greenpeace? more empowered supporters bigger wins more money retention www.WomenWhoTech.com

18. 17 Mill www.WomenWhoTech.com

19. BEFORE “Greenpeace won.” AFTER “I won with Greenpeace.” www.WomenWhoTech.com

20. Innovations in people-powered campaigning and digital mobilisation from around the world. Signup for dispatches: MobilisationLab.org Join campaigners from 350.org, ActionAid, Oxfam, Red Cross, Save the Children and other leading organisations. @MobilisationLab www.WomenWhoTech.com

21. Next up: Amy Sample Ward April Pedersen NTEN Salsa Labs @amyrsward @aprilinaction Michael Silberman Claire Diaz-Ortiz Greenpeace Twitter @silbatron @claired www.WomenWhoTech.com

22. #Functionality www.WomenWhoTech.com

23. www.WomenWhoTech.com

24. www.WomenWhoTech.com

25. #Transparency www.WomenWhoTech.com

26. www.WomenWhoTech.com

27. www.WomenWhoTech.com

28. #Connection www.WomenWhoTech.com

29. www.WomenWhoTech.com

30. www.WomenWhoTech.com

31. Next up: Amy Sample Ward April Pedersen NTEN Salsa Labs @amyrsward @aprilinaction Michael Silberman Claire Diaz-Ortiz Greenpeace Twitter @silbatron @claired www.WomenWhoTech.com

32. Know Your “Theory of Change” & Tell a Story www.WomenWhoTech.com

33. Create a Call to Action & Organize a Base of Support 33 www.WomenWhoTech.com

34. Build Relationships through Engagement 34 www.WomenWhoTech.com

35. Know your Supporters & Empower Them 35 www.WomenWhoTech.com

36. Target & Amplify your Message 36 www.WomenWhoTech.com

37. Reward your Supporters 37 www.WomenWhoTech.com

38. Measure your Progress 38 www.WomenWhoTech.com

39. Iterate, Hone, Experiment & Repeat 39 www.WomenWhoTech.com

40. Questions? Amy Sample Ward April Pedersen NTEN Salsa Labs @amyrsward @aprilinaction Michael Silberman Claire Diaz-Ortiz Greenpeace Twitter @silbatron @claired www.WomenWhoTech.com

Editor's Notes

Michael
These brave activists garnered international attention for their voyage to Amchitka . They went from being outsiders of Sierra Club to being “on the inside looking out” -- able to take on the issues that mattered to them. Bob Hunter, one of the first voyagers, had this to say when he came back: [READ QUOTE ON SLIDE] Today, similarly, we are seeing many people wanting to be more engaged with Greenpeace -- to be on the inside playing meaningful roles.
Why does this matter for Greenpeace? (1) Bigger wins -- we won the Nestle campaign in a record 9 weeks (2) More money -- those who volunteer donate more, and donate more often (3) Retention -- Those who volunteer stay involved for a longer period of time and do more. ======CUT??====== Our initial research shows that volunteers who take on their own efforts are more likely to engage in organization-defined efforts later on. Co-creating campaigns with volunteers results in broader leadership on issues that matter to us and increased volunteer retention.
Tremendous opportunity -- tap power and creativity of 17M Surplus of energy, ideas, creativity
Claire
April

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Editor's Notes