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Breaking water
Here’s what we’ll cover:
Event Planning
Gathering support
Connecting Online
Closing the loop
1Breaking
Water
Um, are we going swimming?
Nope!
This is your campaign escalating through well planned online tactics
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.
QUESTION: “I’m crushing my online campaign, why
do I need to hold an event?”
ANSWER: Because they look awesome
AND they:
Use visual representation
Build communityConvey emotion and power
Would MLK’s march on Washington have been as powerful if each person had signed an
online petition?
Consider this image
Maybe, but likely not.
There’s something about being physically together in one place that shows the power of a
movement.
2Event
Planning
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.
Want some ideas? These events rock:
Petition Delivery
Be Creative! What else would work for your campaign?
Call in Day
Rally
March
Sit-in
National Day of action
Letter writing
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?
Ok, what’s my master plan?
One month beforehand:1. Plan recruitment2. Create invite3. Set up your weekly
meetings
Day OfEarly arrivalCheck-inSpeakers & mic testingWrap upFollow up
Check out these
tips on starting
creating a
timeline for your
event!
Build your teamFind VolunteersDelegate ResponsibilitiesCreate materialsMedia Outreach
AND:
3Gathering Support
Gather Your Team
Find people in your community
Who has been affected most?
Who
Host a smaller event
Dinner party
Film screening
Practice your Public Narrative
Tell your story of self and us.
Explain your theory of change by making it clear how your event could create real-world impact
Check this out on Causes!
Reach out online
Reach out to personal campaigners or top recruiters.
Post and promoteyour event across platforms and communities
Event RolesThere are TONS of jobs during an event! Make sure you’ve got your bases covered and delegate!
QUESTION: How do I recruit volunteers who will actually show up and do a great job?
(Like these lovely folks!)
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.
That’s
Marshall!
If you’re not getting ‘no’s’ you’re not asking enough people.” –Marshall Ganz
Find the sweet spot:
POWER+FUN =One killer event!
Here are some FUN things you can do to spice up your event!
Listening to Music
Dressing up
Taking Pictures
Eating food SocializingExercising
A Petition Delivery asking
President Obama to Close
Guantanamo Bay – now
that’s a statement!
See it on Causes!
4Connecting
Online
Help your event take off online
TWITTERSTORM!
Set up a
profile
picture to
coincide
with the
event!
Connecting with the Media
Send out a press release one week before hand with your event details:
WHERE
WHO
WHY
WHEN
Learn how to write a pitch here!Then, prepare your
talking points in case
you are interviewed at the event!
Plan it to the minute
Make a detailed schedule! Everything has a
start time and an end time. 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.
8:30 Meeting time9:00 Event start9:02 Introductions 9:05 Sarah’s story9:15 Music starts
Here’s an Online Campaign on Causes:
See how it broke water offline
An International Day of Action!
Scotland!
Germany
New York
5Closing the
Loop
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
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
…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.
Looping everything together
STEP 1: PREP
A. Post it.
B. Promote it.
C. Engage
people.
D. Provide
resources.
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!!
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).
Ready to go launch your event?
(Don’t forget to send us the invite!)