Why Use New Media for Organizing?

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Why Use New Media for Organizing?
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• Why use new media for organizing?

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Why use new media for organizing?

• Enhance what you are doing online and offline
• Quick, cost effective
• Rapid response and instant gratification
• Activate and empower your members
• Recruit new supporters

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Goals of this session

1. See uses of new media in organizing for large and
   small organizations.
2. Identify tools and tactics you can use in your
   own organization and campaigns.

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Were organizers. We like talking to people.
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The Changing Media Ecosystem
Message or Video
Credit Larry Huynh, Blackrock Associates
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The Changing Media Ecosystem
Message or Video

• ONLINE MEDIA
• Email supporters
• Blog outreach
• Live-blogging/Tweeting
• YouTube, Flickr
• Facebook, Twitter

Credit Larry Huynh, Blackrock Associates
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The Changing Media Ecosystem
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, Blackrock Associates
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Where do I tell my story?

• The basics.

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On our websites

• Make it as easy to
• Sign up for email
• Take action
• Donate
• Engage and educateyour supporters
• Share personal stories throughout your site

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On our action pages
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on our Action Pages
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with our social networks
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and in our emails.
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• How do I integrate all of these elements into
  engage members and recruit supporters?

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• Find the moment
• Create a sense of urgency
• Provide a Solution
• Ask (They wont do it unless you ask)

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Case Study
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• Find your moment

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• Find your moment
• Identify your challenge

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• Find your moment
• Identify your challenge
• What is your solution?

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• Find your moment
• Identify your challenge
• What is your solution?
• The Ask (there can be only ONE!) and Theory of
  Change

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• Find your moment
• Identify your challenge
• What is your solution?
• The Ask (there can be only ONE!)
• Tell them how itll work.

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• Ok, so now what?

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The next ask
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Change in targets
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And Today
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Just a reminder

• Find the moment
• Create a sense of urgency
• Provide a Solution
• Ask (They wont do it unless you ask)
• Rinse and Repeat

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• Questions?

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Integrated Campaigns
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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

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Actions
Online
Offline

• 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

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Integrated Engagement Campaign
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The Ladder of Engagement
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The Ladder of Engagement
Go to Maine
Phonebank
Donate
Engage with partner organization
Sign a Petition
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Provide Resources

• Create an online resource center for participants
• Next action steps
• Data entry
• FAQs
• Flyers/pamphlets/posters
• Graphics to share online
• Make it easy
• Let supporters connect with those they met offline

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Evaluate Your Progress

• Monitor your initiatives and track the progress
• Actual calls made
• Doors knocked
• Event turnout
• Website/Blog Visits
• Event sign-ups
• Facebook Views
• Retweets and hashtag use
• Blog posts/ trackbacks
• New Supporters
• Volunteer recruitment

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Share Success
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6.Rinse and Repeat
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• Questions?

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Four Criteria for Choosing Tactics

• Will it get you closer to your goal?
• Will it use your resources creatively to shift
  power? Does it build new resources?
• Will it create organizational capacity?
• Will it develop leadership and buy-in?
• HOW?

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Tactics What do you do?

• Are there people you can reach more easily?
• Unique chances to get your story covered?
• Does it drive people to take action?

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What tools do I need?

• Website with Sign Up Forms
• Email list and blast tool
• Social Network accounts Twitter, Facebook
• Distributed Content Flickr, YouTube, Blog
• A list of Blog friends and media

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How do I organize myself?

• Websites Partner Outreach
• Email Field and Volunteers
• Social Networking Events, Rallies Vigils
• Social Media Fundraising
• Marketing Ads Media Bloggers

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Strategic Planning
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Why is social media awesome?

• Enhance what you are doing online and offline
• Quick, cost effective
• Rapid response and instant gratification
• Activate and empower your members
• Recruit new supporters

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Thank You!

• Judith Freeman
• New Organizing Institute
• www.neworganizing.com
• _at_neworganizing