1. DIGITAL STRATEGY Alexander Rony Senior Digital Innovation Campaigner

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

3. CAMPAIGN STRATEGY

4. THEORY OF CHANGE

5. Why should this person

6. Take this action

7. Why should this person Take this action At this moment?

8. Why should this person Take this action At this moment?

9. LADDER OF ENGAGEMENT EASY HARD

10. Sign an online petition Share with a friend Call decisionmakers Write an LTE Attend an event Donate money Organize an event EASY HARD

11. 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?

12. DIVERSITY, EQUITY, & INCLUSION

13. TOOLS

14. Supporters Events Emails Donations Actions CORE

16. 1. It's ours. 2. Better data. 3. Better design. 4. Better connections.

17. 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

18. WHERE TO GO FOR A CHAPTER Chapter will coordinate WITH NATIONAL STAFF Staff will coordinate FOR GRASSROOTS NETWORKContact Gwyn Jones If you are working...

19. WHAT'S NEXT?

20. SOCIAL MEDIA

21. STYLE

22. THE HOOK

23. SENSE OF URGENCY

24. TONE OF VOICE

25. USE EMOTION (!) Excitement Outrage

26. K.I.S.S. Keep It Sweet and Simple

27. MECHANICS

28. EXERCISE TWO Write an action alert to post on AddUp.

29. KNOW YOUR AUDIENCE

30. ANALYZE

31. PROMOTION

32. DELIVERY

33. Contact: Alexander Rony alexander.rony@sierraclub.org All photographs in this presentation are licensed under Creative Commons Zero (CC0). alexander.rony@sierraclub.org QUESTIONS?