Advocacy Rising

Laura PackardSenior Digital Strategistlaura@powerthruconsulting.com@lpackard on Twitter

PowerThru• Progressive tech consultants

focused on Salsa: we can help you get the most out of Salsa, recruit more online supporters and turn them into activists and donors

Laura:• Internet strategist for

campaigns & non-profits around the country

Jeanette Russell Senior Partner Marketing Managerjnet@salsalab.com, 406-880-jnet

Salsa Labs:• Integrated online organizing

and fundraising platform• 2,000 organizations• 30K Salsa users • 45 million members• $25 million raised

Me:• 18 years nonprofit experience

TAKE AWAY’S

• Integrate "Theory of Change" in all your actions

• Effective targeting, messaging and delivery

• Best practices to make your online actions more effective

• Engagement

Salsa Platform Capabilities

Supporter

DatabaseCRM

Email

Fundraising & eCommerce

Website Forms

Events

ReportingAdvocacy

3rd Party Plugins

Social Media

• How does taking the online action help solve the problem the action is about?

• Bad: Stop the war? Sign this petition• Good: PCCC’s Dollar a Day campaign against

Norm Coleman

Theory of Change

• Can they be moved?

• Example: Stop Glenn Beck campaign

Find the Right Target

• Ask for (or against) specific things, like vote for or against this bill.

• Come up with threats with teeth• Allow your supporters to customize the

message• Example: PCCC Obama Social Security campaign

Find the Right Message

Avoid the email black hole!1. Drop off in person 2. Get video3. Report back to your

supporters

Find the right delivery method

• Consider softer targets than Congress

• Example: Change.org / Bank of America

V.S.

Best Practices

• On the Salsa action page, make clear:

• Your theory of change (why signing this will make a difference)

• Your delivery plan• Deadline

Be up front with the details

• Automatic redirect after signing• Autoresponder message• Simplify Salsa action template to focus your

supporters on the action• Use HTML in your email to have a call out box

and good looking buttons etc. to increase actions.

Use Salsa tools fully

Setting up Follow-ups

• Send email only to the part of your list that wants to hear it

• Segment by issue type• Segment by activity level (can use scoring)• Segment by type of activity (i.e. donors,

petition takers, letter writers)

Segment your list

• Put links to your actions on your homepage, social media etc. Don’t make it hard to find outside of email.

• Finally: always report back to action takers, win or lose. (Good opportunity for fundraising)

Integrate your actions

Query by Activity

Engagement

Organizing is what you do AFTER you get them to sign the petition. The key to building your people power is to 1) move them up the leadership ladder and 2) to have a plan to do so.

• Set goals for participation at different levels• 100 donations• 2,000 letters to Congress• 50 volunteers

• Map campaign activities• Use technology to implement plan

This way, when someone signs a petition, attends an event or donates, you’ll know exactly how to engage them with the next step.

Engagement Plan

Salsa ScoringUse Salsa scoring to know where supporters fall on your engagement ladder

Send Engagement Series

The Raise the Bar campaign ties many of the concepts reviewed on this webinar. In particular, you’ll notice their effective use of targeting, messaging, engagement, delivery and integration of online/offline organizing.

• Targeting: Instead of waiting for Congress to legislate fair trade policies, the campaign targeted Hershey’s who has 40% of the market share.

• Engagement: One way they engaged their supporters was asking them to 1) create a logo and message for the campaign and then invited people to 2) vote.

Salsa Case Study

• Instead of coming up with their own message, they drew on the collective intelligence of their supporters (crowdsourcing) who produced effective commercials, ads, videos and slogans. The winner received $1000 and their work featured at Green Festivals nationwide, on t-shirts, buttons, and bumper stickers.

Message

• The announcement of the “brand jamming” winners coincided with Hershey’s Annual General Meeting for shareholders in Hershey, PA. To reinforce this message to shareholders on the day of their annual meeting, concerned consumers across the country are sent emails to Hershey and posted on the company’s Facebook wall. They join the 30,000 people who have already contacted the company to make it clear that cocoa made with forced child labor is unacceptable. As a result, Hershey took notice and began discussions with the Raise the Bar campaign.

Delivery

Delivery

SOPA 24 HR Day of Action

Results + Next Steps of Action

Action Follow Up

THANKS! Laura Packard

Senior Digital Strategistlaura@powerthruconsulting.com@lpackard on Twitter

Check out our blog for more Salsa tips at powerthruconsulting.com/blog!

Jeanette RussellSenior Partner Marketing Managerjnet@salsalab.com 406-880-jnet