online organizing overview
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Online Organizing 101
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What We’ll Cover
• Who’s Online?• Why People Respond• What the Internet Can Do• Internal Organization• Online Tools• Track & Engage
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Who’s Online?
Source: Pew Internet & American Life Project April 2009 Survey
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Why People Respond
• Engaging them where they spend a large amount of time
• Tapping into what they’re already interested in
• Connecting with them visually through video and pictures
• Timeliness and sense of urgency
• Meaningful action
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What the Internet Can Do
Online organizing allows you to:
• Scale your actions• Connect with people you couldn’t
possibly visit in person• Articulate a clear theory of
change in a transparent way• Empower supporters to take
action in their own communities• Engage new audiences
from http://www.cheswick.com/ches/map/
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Online Organizing
• Should be integrated into every corner of your org
• Complements and improves:– Fundraising– Communications– Field plans– Volunteer program
• Must have an offline connection
Field/Organizing Communications
Fundraising
OnlinePresence
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Internal Organization
• Who has responsibility for new media initiatives?
• How much time do they have?
• How can you coordinate with other departments in your organization?
• How can you develop an event calendar & organize around milestones and key dates?
• Who can be an internal ally in this work?
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Online Tools
1. Website2. Email3. Online Fundraising4. Blogs5. Social Networking Sites6. Video7. Metrics
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1. Website
• Email signup form• Organized navigation & content• Clean design – don’t mumble!• Pictures & photos• Sharability• Bio/About/Issues section• Call to action buttons (e.g., donate, volunteer)• Promote presence on social networking sites
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Home Page Example
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Issue Page Example
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2. Email
• From line (voice of the org)• Subject line (engaging and action-oriented)• Clean design – don’t mumble!• Content
– Short paragraphs with a link– Conversational– One “ask”
• Frequency• Landing Page• Email calendar
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Email Examples
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3. Online Fundraising
• Empower supporters and provide a way for them to take action
• Set goals and deadlines
• Use personal stories whenever possible
• Be transparent (explain where the money will go)
• Make it as easy as possible for supporters to donate
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Donation Page Example
The form is on one page. It’s not a multiple step process.
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4. Blogs
• Articles that contain news and commentary and that might include video and pictures
• Don’t just recite/re-post a press release
• Be engaging and exciting; give readers a reason to return
• Utilize free blog software
• Connect with other bloggers – don’t blog in a silo
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Blog Examples
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5. Social Networking Sites
• Emphasize two-way communication and collaboration
• Take advantage of the networks of your supporters – exponential expansion
• Let people know how they can get involved
• Be super-responsive to questions that are posted
• Select which social network(s) make the most sense
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Facebook Example
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Twitter Example
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Social Networking Examples
There are a lot social networking sites out there!
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6. Using Video
• Has emotional bandwidth and immense capacity for storytelling
• “Going viral” is like becoming famous – no one has control over it and it’s usually the result of really hard work
• Focus on content and message
• Understand the process of making a quality video and plan accordingly (pre-production, production, post-production)
• Utilize free video hosting sites
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Video Example: Fidelity
• Created by Courage Campaign
• Inexpensive production cost. Photos of supporters holding similar sign (built a campaign asking for photos). Set to music of Regina Spektor (used with her permission).
http://www.youtube.com/v/b-awVQkTeVE
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7. Metrics
• Monitor your initiatives and track the progress against your goals
• Learn from your successes and failures
• Listen to feedback
• Try new things
TubeMogul
Google Analytics
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7. Metrics
Some metrics to follow:
• Website: visits, unique visitors, page views, search words
• Email: open rate, click-thru rate• Fundraising: avg. donation, number of
donations• Blog: trackbacks• Social network sites: number of members/new
names, video/photo views, wall comments• Video: views, comments
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Example: 350.org Day of Action
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350.org: Action Resources for Offline Ask
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350.org: Video
Watch the video here http://www.youtube.com/watch?v=s5kg1oOq9tY
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350.org: Social Networks
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350.org: Email
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Contact Info
New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing