Organizing Better with the Social Web
My Charity Connects 2012 Boyd Neil National Practice Leader Social Media + Digital Communications
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2012 eNonprofit Benchmark Study h7p://www.e-‐benchmarksstudy.com/
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2012 eNonprofit Benchmark Study h7p://www.e-‐benchmarksstudy.com/
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2012 eNonprofit Benchmark Study h7p://www.e-‐benchmarksstudy.com/
! Social web now integral to non-profit and social organizing ! Twitter has taken over as a conversation and connection tool
especially internationally ! But . . . a tendency to think in terms of traditional success measures
(additions to email lists etc.) ! Moving from connection to engagement and action is the challenge
. . . Organizing online is a core competency for non-
profits and advocacy groups
. . . And what of it? 5
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How we do it: 1. Understand social dynamics 2. Draw from historic and
current organizing principles
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Dr. Giorgos ChelioEs ([email protected]) CommunicaEons and New Media, NaEonal University of Singapore
Online organizing doesn’t change how people make decisions to participate – or not 1. Personal approach best for
recruitment 2. Knowing that “someone like me” is
on social platform (trust) 3. Personal invitations/direct support
help people get started 4. Understand needs, then help meet
those needs encourages participation and ongoing involvement
Neighbourhood Forums: (from an evaluaEon of E-‐Democracy.org Inclusive Social Media project)
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Social parEcipaEon conEnuum
Connec&on Engagement Influence Ac&on
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What social web acEvism can do
Educate Organize Create
Courage to Act
Act
Organizing Principles
1. Contain anger | find ideological balance 2. Make action choices straightforward, obvious and easy 3. Connect everywhere 4. Use social tools to organize groups (We used to call them ‘cells’) 5. Give people offline connection and action opportunities 6. Identify local network leaders . . . And empower to self-organize 7. Personalize the relationship 8. Facilitate peer-to-peer opportunities 9. Provide incentives for offline action 10. Create content that rocks 11. Celebrate successes 12. Manage organizing like a political campaign
Organizing principles
Organizing Principles
1. Contain anger | find ideological balance
Organizing principles
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Two reasons this doesn’t work: 1. Moves away from core
organizing message 2. SubsEtutes anger for argument
Organizing Principles
2. Make action choices straightforward, obvious and easy
Organizing principles
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Four reasons this works 1. Offers calls to acEon + peEEons 2. Educates on what it means to
engage 3. Urges you to imagine
something different 4. Makes it easy
And this works too . . . For the same reasons
Organizing Principles
3. Connect everywhere
Organizing principles
Three reasons this works: 1. Displays and repeats evidence
of mulEple pla]orms 2. Uses visual pla]orms 3. Has mulEple points of access
for connecEon
Organizing Principles
4. Use social tools to organize groups (We used to call them ‘cells’)
Organizing principles
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Organizing Principles
5. Give people offline connection and action opportunities
Organizing principles
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‘App’ It
Organizing Principles
6. Identify local network leaders . . . And empower to self-organize
Organizing principles
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Three reasons this doesn’t work: 1. No place to idenEfy yourself as
willing to lead an acEon 2. No infrastructure for self-‐
organizaEon of groups 3. Doesn’t educate within the
context of organizing
But this does . . .
Organizing Principles
7. Personalize the relationship
Organizing principles
Organizing Principles
8. Facilitate peer-to-peer opportunities
Organizing principles
Three reasons this works: 1. Begins from your own story 2. Makes starEng your own peer-‐
peer campaign straigh]orward 3. Defines progress
Organizing Principles
9. Provide incentives for offline action
Organizing principles
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Site offers: 1. Game-style ranking 2. Personal invitations to
events 3. Special training/
education opportunities
Organizing Principles
10. Create content that rocks
Organizing principles
32 We can learn a lot about creating great content from internet memes . . . They operate in affinity spaces and are characterized by
Dr. Giorgos ChelioEs ([email protected]) CommunicaEons and New Media, NaEonal University of Singapore
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TACTICAL TOOLKITS AND GUIDES Drawing by Numbers
10 TacEcs Message in-‐a-‐box Mobiles in-‐a-‐box Security in-‐a-‐box Info-‐design guide Maps for advocacy
Online advocacy guide ONO films
Digital Survival Guide
Numbers with ‘narraEves’
! Have a storytelling disposition in data assembly
! Less data, more story (but collect it all)
! Focus on opportunity not data pimping
! Context is critical – Give us the ‘so what’
! Create the story from the data . . .don’t jam the data into a story
! Highlight actionable data
Good Data Visualization 35
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Organizing Principles
12. Manage organizing like a poliEcal campaign
Organizing principles
Features
+ Dynamic CRM
+ Mass Mailer
+ Event Management
+ Fundraising
+ Advocacy & Petitions
+ Share / Tell-‐a-‐friend
+ Legislative Outreach
+ Social Networking
+ Canvassing
+ File Uploader
+ API
THE H+K ADVOCACY PANEL
39 Boyd Neil | @boydneil | 416.413.4626 | www.boydneil.com
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