Community Organizers Take on Marriage Equality

1
Community Organizers Take on Marriage Equality

• Manhattan Young Democrats
• Friday, August 7, 2009
• 2009 YDA Convention

2
What are we going to talk about?

• MYDs campaign
• New Yorkers for Marriage Equality
• How your chapter can help pass marriage equality
  in your state

3
First Whats Up In Your Org?

• What is the consensus of your membership re
  Marriage Equality? (two ways to move fwd)
• Entire Org Effort
• Caucus or Sub Group Effort

4
Research

• History of Marriage Equality efforts in your
  state
• Current Whip Count
• Governor
• Legislators
• Influential Orgs
• Unions
• Progressive Lobbying Orgs
• Etc

5
Coalition Building

• Identify Potential Partners
• LGBT Orgs
• Local
• State (see hrc.org directory)
• National - HRC, Stonewall Dems, Lamda Legal,
  Log Cabin (!)
• - Regional/State rep or steering committee
• ACLU (State Chapter visit aclu.org for info)
• Other YDA Chapters in state
• Dem/College/Youth Orgs
• Fundraisers, Ideologically Aligned Media

6
Assess Strengths Weakness

• (Of Your Coalition)
• STRENGTHS
• Lobbying Power, Government Contacts
• Field Expertise
• New Media
• Press Outreach/Contacts

7
Assess Strengths Weakness

• WEAKNESSES
• Lobbying Power, Government Contacts
• Financial/Influence Interests
• Geographic Presence
• Demographic Scope
• Incompetence
• Landmines

8
Action Campaign

• Specific Action Item
• like a bill, an election, not just Gay Rights
• Target?
• Who?
• What? Full Marriage, Civil Unions, Etc
• We Did State Senate
• Method?
• We Did Constituency Activation

9
Planning Strategy Communications

• Branding/Marketing
• Simple Focus
• Messaging/Communications Outreach, Earned Media
• Timing Timeline
• Measures of Success

10
Planning Build Your Team

• Lean on your Coalition
• Determine Responsibilities within Coalition
• Obtain Time Commitments!
• Intercommunication/Synchronicity

11
MYDs Team for NY Equality
Al President
Chas Creative Tech
Beth Communications
Emmy New Media
Julie Social Media
Shannon Video
Andrew Communications
Gloria Social Media
Taylor Pride Parade
12
Planning New Media

• Site Design
• Simplicity
• Domain Name
• Install Google Analtyics (Its FREE!)
• http//newyorkequality.com

13
Planning Demopolis

• What kind of call to action will you use?
  NYers for Marriage Equality Letters Calls
• How will you configure it?

14
Planning Communications

• Write press releases for major events, including
  campaign launch (email comm_at_gomyd.com for
  samples)
• How to spin your story to get it picked up
• Send the press releases to MSM, blogs, etc.
• Hit issue-related media blogs (e.g. Change.org,
  Towelroad, HRC blogs)
• Get creative Perez Hilton helped out MYD

15
Planning Facebook

• Set up a fan page (Why not a group?)
• Branding same as site
• How often should you status update?
• What kind of content should you post?
• Suggest to friends to grow your network

16
Planning Twitter

• Choose your hashtag. Less characters is better
  nyequality
• Build a following for your account hashtag
• Use your chapters account
• Hootsuite.com
• More questions on how to use twitter? Email
  social_at_gomyd.com

17
Planning Other Social Media Tactics

• Comment seeding
• Reach out to other facebook fan pages, groups,
  communities
• Communicate with other activists who focus on
  your issue using Twitter
• Post to email lists
• Use your network to get the word out youll be
  surprised how much friends former employers
  will help out (CNN, DailyKos, etc.)

18
How to Use Your Connections to Elected Officials

• Press Release/Conference
• Media Favors/Contacts
• Event Co-Participation
• Marches/Rallies
• Letter Delivery

19
Planning is Done Its Launch Time

• Hit all your messaging and contacts on the first
  day
• What worked for MYD
• Press release
• Keep using your network of contacts to your
  advantage, after the splash
• Use analytics, tracking and feedback to see how
  you are doing

20
Keeping it going and ROI

• Blog/Newsletter Support
• React to News
• News stories posted to Facebook
• Releases for major events
• Continue to grow your Facebook page
• Use your twitter hashtag.
• Show up at ( promote) events related to your
  issue.

21
Whats Next for nyequality?

• Take the Pledge (in production now)
• An additional round of action if bill comes to a
  vote in September
• If not this year, well be back at it for the
  2010 legislative session.

22
How can your chapter help?

• In New York State?
• Join our alliance
• Direct your members to http//newyorkequality.com
• Not in New York? Start your own campaign! Reach
  out to other local YDA chapters, HRC, your
  states ACLU chapter, Courage Campaign and others
  for partnerships.

23
Thanks!

• Questions?
• Al president_at_gomyd.com
• Chas creative_at_gomyd.com
• Emmy newmedia_at_gomyd.com
• Julie social_at_gomyd.com
• Follow us on Twitter http//twitter.com/gomyd
• Become a fan http//facebook.com/gomyd