Advocacy

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Advocacy Social Media
11/20/13
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Presenters
Holly JonesDirector of Association Services
YWCA USA_at_HollyJonesNC Katie StantonSocial
Media and Online Communications ManagerYWCA
USA_at_Katie_Stanton Danielle Marse-KaprGender
Equity ManagerYWCA Orange County_at_DMarseKapr
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Agenda
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Advocacy is
Advocacy is defined as any action that speaks in
favor of, recommends, argues for a cause,
supports or defends, or pleads on behalf of
others. - Alliance for Justice Not all
advocacy is lobbying but all lobbying is
advocacy. Advocacy can also be organizing,
educating, researching, rallying, voter
mobilizing, training, etc.
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Pursue Your Advocacy Dreams

• Start a University Program Grow Activists
• State advocate for women and families
• Signature legislation
• High school clubs
• Place to mobilize people
• Shining beacon
• Grassroots training
• Activist Army Program participants involved
• Advocacy is part and parcel of program
• Place looked to for dialogue
• Hub for advocacy

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What does it mean to be a GO-TO organization?

• Credible
• Visible
• Connected
• Becoming this Go-To place
• Strengthen our Brand
• while we Expand our Base
• while we Lift Our Voice

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What is Online Advocacy?
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Online and Offline Activism
Your community is bigger than you think were
aiming to reach an online community, connected by
issues, as opposed to only by geography.
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What does successful social media look like?
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Benefits of Using Social Media

• Social media is
• Low-cost (or free!)
• A quick way to reach many people
• Easy to measure
• Not edited or controlled by others
• Noticed by elected officials

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Caution!

• Social media is
• A tool - it is NOT your campaign
• Fast-paced, but requires persistence
• Public, but keep it professional
• About words AND visuals

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Caution!
Every charity can engage in some lobbying
activities, but there are limits. Social media
can be a form of lobbying, especially if the
posts contain a call to action and express a
view about specific legislation but non-profits
can engage in lobbying as long as its an
insubstantial amount of overall activities.
Remember never use social media, or other
forms of communication, for partisan political
activities. Learn more CouncilofNonprofits.org/
nonprofit-advocacy or email advocacy_at_ywca.org.
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Tips and Tools to Use Now

• What are your objectives?
• Who are you trying to reach?
• What is your message? (Your story?)
• What social media platforms will you use?
• Who will take charge of social media?

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Online and Offline Activism
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Other Tips Building Your Hub
Create a one-stop shop for your Advocacy
efforts, where someone could go find everything
they need to get involved.
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Other Tips Building Your Hub
You could also use a blog as your Hub, like the
YWCA National Capital Area did with a Wordpress
site.
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Other Tips Photos, Videos and Graphics
Include images for Facebook wherever possible
Use the same visual elements in different
ways Brand visual materials and share them with
partners for their own use Take photos and
videos at advocacy events, and share them in a
timely way.
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Other Tips Be Timely!
Follow the media, and your partners, for
updates Use hashtags to reach a wider
audience Live-tweet hearings, briefings,
rulings, protests any event where you are
inviting the public Ask your online audience for
questions, and relay them to speakers at the
event Use your personal connections Sign up for
YWCA USA Advocacyalerts (ywca.org)
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Fears
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Safety Guidelines
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YWCA Orange County
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Homework!

• Follow the social media accounts of your locally-
  and state-elected officials.
• Make a list of at least FIVE organizations who
  are also working on an advocacy issue thats
  important to you, and follow their social media
  accounts.
• - Be creative as you search the best
  potential allies may not be whom you
  expect!
• - You may also want to follow other local
  associations!

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2013 Advocacy Stay Connected

• The YWCA USA Advocacy Department hosts bi-weekly
  legislative calls. All are welcome to join. You
  can also sign up for advocacy communications and
  take action sites.
• Bi-Weekly Legislative Update Calls Calls are
  held every other Wednesday. If you cannot
  participate, you will receive notes following the
  call.
• Capwiz To take action on pending legislation
  visit the YWCA website.
• Washington Update To read a round up of current
  legislative issues and news, sign up for this
  monthly newsletter.
• Intranet To view advocacy pages which includes
  Advocacy Toolkit, legislative update memos and
  more- talk to your ED/CEO for login and password

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Questions? kstanton_at_ywca.org _at_YWCAUSA PS SAVE
the date for the Dec. 10 webinar on "Non-Profit
Lobbying Rules!