1. Why Use New Media for Organizing?

2. Why use new media for organizing?

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

4. 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.

5. We’re organizers. We like talking to people.

6. The Changing Media Ecosystem Message or Video Credit: Larry Huynh, Blackrock Associates

7. 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

8. The Changing Media Ecosystem Allies email their own supporters 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

12. Where do I tell my story? The basics.

13. On our websites… Make it as easy to: – Sign up for email – Take action – Donate Engage and educate your supporters Share personal stories throughout your site

15. On our action pages

16. …on our Action Pages…

17. …with our social networks…

18. …and in our emails.

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

20. 1.Find the moment 2.Create a sense of urgency 3.Provide a Solution 4.Ask (They won’t do it unless you ask)

21. Case Study

22. Find your moment

24. Identify your challenge

26. Find your moment Identify your challenge What is your solution?

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

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

33. Ok, so now what?

34. The next ask

35. Change in targets

39. And Today…

40. Just a reminder 1.Find the moment 2.Create a sense of urgency 3.Provide a Solution 4.Ask (They won’t do it unless you ask) 5.Rinse and Repeat

41. Questions?

42. Integrated Campaigns

43. 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

44. 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

45. Integrated Engagement Campaign Field/Organizing Communications Fundraising Online Presence

46. The Ladder of Engagement

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

55. 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

56. 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

57. Share Success

58. 6.Rinse and Repeat

59. Questions?

60. 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?

61. 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?

62. 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

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

64. Strategic Planning

65. 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

66. Thank You! Judith Freeman New Organizing Institute www.neworganizing.com @neworganizing