Why Use New Media for Organizing?

Why use new media for organizing?

Why use new media for organizing?

• Enhance what you are doing online – and offline• Quick, cost effective• Rapid response and instant gratification• Activate and empower your members• Recruit new supporters

Goals of this session

1. See uses of new media in organizing for large and small organizations.

2. Identify tools and tactics you can use in your own organization and campaigns.

We’re organizers. We like talking to people.

The Changing Media Ecosystem

Message or Video

Credit: Larry Huynh, Blackrock Associates

The Changing Media Ecosystem

Message or Video

Credit: Larry Huynh, Blackrock Associates

ONLINE MEDIA• Email supporters• Blog outreach• Live-blogging/Tweeting• YouTube, Flickr• Facebook, Twitter

The Changing Media Ecosystem

Allies email

their own supporter

s

Blogs build more

buzz & deepen story

Media increases coverage

Credit: Larry Huynh, Blackrock Associates

Message or Video

Power

ONLINE MEDIA• Email supporters• Blog outreach• Live-blogging/Tweeting• YouTube, Flickr• Facebook, Twitter

Where do I tell my story?

The basics.

On our websites…

Make it as easy to:– Sign up for email– Take action– Donate

Engage and educateyour supporters

Share personal stories throughout your site

On our action pages

…on our Action Pages…

…with our social networks…

…and in our

emails.

How do I integrate all of these elements into engage members and recruit supporters?

1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)

Case Study

• Find your moment

• Find your moment• Identify your challenge

• Find your moment• Identify your challenge• What is your solution?

• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!) and Theory of

Change

• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)• Tell them how it’ll work.

Ok, so now what?

The next ask

Change in targets

And Today…

Just a reminder

1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)

5. Rinse and Repeat

Questions?

Integrated Campaigns

Actions

What do you want to do?• Recruit volunteers• Hold volunteer meetings• Canvass or phone bank• Hold a rally• Build leadership teams• Collect / deliver petitions• Visit elected officials’ offices• Attract earned media

Actions

Online OfflineWhat do you want to do?• Recruit volunteers• Hold volunteer meetings• Canvass or phone bank• Hold a rally• Build leadership teams• Collect / deliver petitions• Visit elected officials’ offices• Attract earned media

Integrated Engagement Campaign

Field/Organizing Communications

Fundraising

OnlinePresence

The Ladder of Engagement

The Ladder of Engagement

Donate

Phonebank

Go to Maine

Sign a Petition

Engage with partner organization

Provide Resources

• Create an online resource center for participants– Next action steps– Data entry– FAQs– Flyers/pamphlets/posters– Graphics to share online

• Make it easy• Let supporters connect with

those they met offline

Evaluate Your Progress

Monitor your initiatives and track the progress– Actual calls made– Doors knocked– Event turnout– Website/Blog Visits– Event sign-ups– Facebook Views– Retweets and hashtag use– Blog posts/ trackbacks– New Supporters– Volunteer recruitment

Share Success

6.Rinse and Repeat

Questions?

Four Criteria for Choosing Tactics

• Will it get you closer to your goal?

• Will it use your resources creatively to shift power? Does it build new resources?

• Will it create organizational capacity?

• Will it develop leadership and buy-in?

HOW?

Tactics: What do you do?

• Are there people you can reach more easily?

• Unique chances to get your story covered?

• Does it drive people to take action?

What tools do I need?

• Website with Sign Up Forms• Email list and blast tool• Social Network accounts: Twitter, Facebook• Distributed Content: Flickr, YouTube, Blog• A list of Blog “friends” and media

How do I organize myself?

Websites Partner Outreach

Email Field and Volunteers

Social Networking Events, Rallies & Vigils

Social Media Fundraising

Marketing & Ads Media & Bloggers

Strategic Planning

Why is social media awesome?

• Enhance what you are doing online – and offline• Quick, cost effective• Rapid response and instant gratification• Activate and empower your members• Recruit new supporters

Thank You!

Judith FreemanNew Organizing Institutewww.neworganizing.com

@neworganizing