DIGITAL STRATEGY Alexander Rony Senior Digital Innovation Campaigner.

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Presentation transcript:

DIGITAL STRATEGY Alexander Rony Senior Digital Innovation Campaigner

1. Strategy 2. Tools 3. Content 4. Promotion

CAMPAIGN STRATEGY

THEORY OF CHANGE

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 s 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 to inspire 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 NETWORKContact 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 YOUR AUDIENCE

ANALYZE

PROMOTION

DELIVERY

Contact: Alexander Rony All photographs in this presentation are licensed under Creative Commons Zero (CC0). QUESTIONS?