DIGITAL STRATEGY

Alexander RonySenior Digital Innovation Campaigner

1. Strategy2. Tools3. Content4. Promotion

CAMPAIGN STRATEGY

THEORY OF CHANGE

Why should this person

Why should this person

Take this action

Why should this person

Take this action

At this moment?

Why should this person

Take this action

At this moment?

LADDER OF ENGAGEMENT

EASY

HARD

Sign an online petition

Share with a friend

Call decisionmakers

Write an LTE

Attend an event

Donate money

Organize an event

EASY

HARD

EXERCISE ONE

Choose a policy you want to see changed. Who should you target, what is your timeline, and what is your theory of change?

DIVERSITY, EQUITY,& INCLUSION

TOOLS

Supporters

Events

Emails

Donations

Actions

CORE

1. It's ours.2. Better data.3. Better design.4. Better connections.

Make it simple to get involved

Show cumulative impact toinspire taking action now

Create intrigue and urgency by featuring campaigns

Offer different ways to get involved

WHERE TO GO

FOR A CHAPTER Chapter will coordinate

WITH NATIONAL STAFF Staff will coordinate

FOR GRASSROOTS NETWORK Contact Gwyn Jones

If you are working...

WHAT'S NEXT?

SOCIAL MEDIA

STYLE

THE HOOK

SENSE OF URGENCY

TONE OF VOICE

USE EMOTION (!)

Excitement Outrage

K.I.S.S.Keep It Sweet and Simple

MECHANICS

EXERCISE TWO

Write an action alert to post on AddUp.

KNOW YOURAUDIENCE

ANALYZE

PROMOTION

DELIVERY

Contact: Alexander Ronyalexander.rony@sierraclub.org

All photographs in this presentation are licensed under Creative Commons Zero (CC0).

QUESTIONS?