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A Free Email Advocacy Service Provider. 2003. Rock bottom Market collapse George Bush Verge of war MoveOn “take action” emails Individual actions matter Part of larger movement. Blueprint for End-to-End Organizing at Local Level. Public communications network

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A Free Email Advocacy Service Provider

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A Free Email Advocacy Service Provider


  • Rock bottom

    • Market collapse

    • George Bush

    • Verge of war

  • MoveOn “take action” emails

    • Individual actions matter

    • Part of larger movement

Blueprint for End-to-End Organizing at Local Level

  • Public communications network

  • Empower disaggregated constituents

    • Lobby decision-makers

    • Expand movement

    • Shape content

  • Build capacity faster and cheaper

  • Popularized interactive political practices

  • Inspired low-cost Grassroots IP services


  • Free web-based E-Advocacy service

    • Empower members - email decision-makers

    • Expand membership - “Tell-a-Friend”

    • Learn about supporters – participation reports

  • Target small grassroots organizations

    • Local offices of national organizations

    • Students

    • Individuals working for social change

Free Schuylkill River Coalition vs.CSX Railroad CompanyE-Advocacy Blogs Email Management Tools

1st Step

Added text for email message & address for targeted decision-maker.CitizenSpeak automatically generated a URL specific to campaign.Spanish or English.

Emailed URL to neighborhood assoc members.Members filled out online form, inc personal statement Emailed pre-crafted message to governor.

2nd Step

Tracked campaign’s progress by downloading reports including participant contact information and personal statements.

3rd Step

Started with 50 email addresses. Over 150 participated“Tell-a-Friend”

Expanded Support Base

“I lived in this neighborhood for more than 40 years... Your recent practice of parking trains to block access has aroused my anger... Please join with my neighbors… to find a satisfactory solution.” Schuylkill Resident Personal Statement

Expanded List of Demands

Additional campaign info – pics of grade crossings in other cities. Used TypePad www.typepad.com

Blog Link in Email Campaign

Email Management Tools

Constituent Mail

Keep constituency informed and primed for action

Promoted Schuylkill River Presidents’ Day Rally

Included link to blog to download flyers

Campaign Outcomes

  • Multiplied their list of supporters ten-fold

  • Totaled over 4,000 hits on blog photos

  • Over 100 people at rally

  • CSX agreed to negotiate with city

Challenge: Reaching Grassroots

  • Lack of distribution channels for

    • Products

    • Best practices

    • Case studies…

  • Tech phobic community

    • Tools must be easy to use

    • Minimal bells and whistles

  • Need large organizations to serve as anchors for tools.

Representative Open Source Access (ROSA) Working Group

  • Open source project

  • Tools for e-advocacy services

  • Enable individual emails & faxes to national, state, & local representatives

  • Email rosaproject@yahoogroups.com to get involved

  • Flyers available

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