Lola Elfman

Why use new media in organizing?

Help us tell our story to our supporters and the world. Enhance what you are doing online – and offline Quick, cost effective Rapid response and instant gratification Activate and empower your members Recruit new supporters

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. Goals of this session

We’re organizers. We like talking to people.

Credit: Larry Huynh, Trilogy Interactive Message or Video Changing Media Ecosystem

Credit: Larry Huynh, Trilogy Interactive Message or Video ONLINE MEDIA supporters Blog outreach Live-blogging/Tweeting YouTube, Flickr Facebook, Twitter Changing Media Ecosystem

Credit: Larry Huynh, Trilogy Interactive Allies their own supporters Blogs build more buzz & deepen story Media increases coverage Message or Video Power ONLINE MEDIA supporters Blog outreach Live-blogging/Tweeting YouTube, Flickr Facebook, Twitter Changing Media Ecosystem

350.Org

Where do I tell my story? The basics.

On our websites…

…on our action pages

…on our fundraising pages

…on our social networks

…and in our s.

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 OnlineOfflineWhat 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

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

Donate Phoneban k Go to Maine Sign a Petition Engage with partner organization

1.Find the moment 2.Create a sense of urgency and identify your challenge 3.Provide a Solution 4.Ask (They won’t do it unless you ask) Elements of a Good Campaign

1.Find the moment Elements of a Good Campaign

1.Find the moment 2.Create a sense of urgency and identify your challenge Elements of a Good Campaign

1.Find the moment 2.Create a sense of urgency and identify your challenge 3.Provide a Solution Elements of a Good Campaign

1.Find the moment 2.Create a sense of urgency and identify your challenge 3.Provide a Solution 4.Ask (There can be only one!) Elements of a Good Campaign

Other Considerations for a Good - Images or Graphics

Other Considerations for a Good -Images or Graphics - Subject line

Other Considerations for a Good -Images or Graphics -Subject line - From Lines

Other Considerations for a Good -Images or Graphics -Subject line -From Lines - Be Bold. Literally.

Add your picture to go along with your story of self!

Create an online resource center Next action steps Data entry FAQs Flyers, pamphlets, posters Graphics to share online Make it easy Let supporters connect with those they met offline Provide Resources

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

Share Your Success

Planning Your Campaign

Campaign Cycle

The Ladder of Engagement

What are some major dates?

November 2: Election Day Voter Registration Deadline Fundraising Deadlines Labor Day Weekend Halloween What are some major dates?

November 2 Election Day Fundraising Deadline Labor Day Weekend Halloween/GOTV Voter Reg Deadline What is your goal for each peak? - Volunteers and Donors What are some major dates?

Identify smaller peaks in this phase of the campaign Set your Goal: How many volunteer leaders do you need? How many volunteers do you need to recruit? How much do you need to raise? Labor Day Zoom into a Smaller Peak

Field/Organizing Communications Fundraising Online Presence Integrated Engagement Campaign

Website with Sign Up Forms list and blast tool Social Network accounts: Twitter, Facebook Distributed Content: Flickr, YouTube, Blog A list of Blog “friends” and media What tools and tactics do I need?

Websites Social Networking Social Media Field and Volunteers Events, Rallies & Vigils Partner Outreach Fundraising Marketing & Ads Media & Bloggers How do I organize myself?

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?

Strategic Planning

And remember… Be creative. Have fun. Be bold.

Thank You To: Lola

Acknowledgements This presentation was created by Lola Elfman in conjunction with New Organizing Institute. These new media materials have been developed over the course of many trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum, Colin Holtz and many others. Restrictions of Use The following work is provided to you pursuant to the following terms and conditions. Your use of these materials constitutes your acceptance of these terms: You may reproduce and distribute the work to others for free, but you may not sell the work to others. You may modify the work, provided that the attribution to the New Organizing Institute and the Author remain on the work. You shall include a copy of these restrictions with all copies of the work that you distribute and you shall inform everyone who uses the materials of this agreement.