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Online Organizing How do I tell my story to the online world?

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  1. Lola Elfman Online Organizing How do I tell my story to the online world?

  2. Why use new media in organizing?

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

  4. Goals of this session • See uses of new media in organizing for large and small organizations. • Identify tools and tactics you can use in your own organization and campaigns.

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

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

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

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

  9. 350.Org

  10. 350.Org

  11. 350.Org

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

  13. On our websites… On our websites…

  14. On our websites…

  15. …on our action pages

  16. …on our action pages

  17. …on our fundraising pages

  18. …on our fundraising pages

  19. …on our social networks

  20. …and in our emails.

  21. 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

  22. Actions Online 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 Offline

  23. How do I integrateall of these elements to engage and recruit supporters?

  24. Case Study

  25. Go to Maine Phonebank Donate Engage with partner organization Sign a Petition

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

  27. Find the moment Elements of a Good Campaign

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

  29. Find the moment • Create a sense of urgency and identify your challenge • Provide a Solution Elements of a Good Campaign

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

  31. Other Considerations for a Good Email - Images or Graphics

  32. Other Considerations for a Good Email • Images or Graphics • Subject line

  33. Other Considerations for a Good Email • Images or Graphics • Subject line • From Lines

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

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

  36. 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

  37. 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

  38. Share Your Success

  39. Planning Your Campaign