4. 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
5. 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
from http://www.cheswick.com/ches/map/
• Engage new audiences
6. Online Organizing
• Should be integrated into
every corner of your org
• Complements and improves:
Fundraising
– Fundraising
– Communications Online
– Field plans Presence
– Volunteer program
Field/Organizing Communications
• Must have an offline
connection
7. 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?
8. Online Tools
1. Website
2. Email
3. Online Fundraising
4. Blogs
5. Social Networking Sites
6. Video
7. Metrics
12. 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
14. 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
16. 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
18. 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
22. 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
23. 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
24. 7. Metrics
• Monitor your initiatives and
track the progress against
your goals
• Learn from your successes
and failures Google Analytics
• Listen to feedback
• Try new things
TubeMogul
25. 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
