Louis Spitzer, former Global Digital Director for ONE talked about different approaches to creating effective online advocacy campaigns.
http://europe.ecampaigningforum.com
2. HISTORY
• ONE campaign launched in 2004
• Live8 Concerts grow the organization
• Make Poverty History campaign creates a
global movement to end extreme poverty
• ONE merges with DATA and now is a powerful
advocacy organization with both a grassroots
arm and a lobbying arm
3. ACTIONS SPEAK LOUDER
• Actions become paramount
• Goals are pointed at moving legislation or
getting Governments to give $$$
• INSIDE/OUTSIDE is the approach
4. INSIDE GAME (Lobbying)
• Policy – focused on MDG issues and laws that
affect those issues
• Legislative – focused on politics and how laws
are made and influenced
6. POWER OF GRASSROOTS ADVOCACY
• ONE members help achieve our advocacy goals by complimenting ONE’s “inside”
lobby efforts
• ONE members grassroots advocacy provide credibility to the organization – they
are the heart of our campaigning
• It’s easy to become a ONE member…the click of a mouse is all it takes…but
there is much more to activism than just signing a petition
• Our biggest segment of active members are “slacktivists” – while they may only
click, influentials take note when 300K+ people sign a petition.
• A smaller segment of our membership are highly engaged activists…they lead
the way for our hands-on, high-impact grassroots campaigning
7. MEMBERSHIP SNAPSHOT
SLACKTIVIST ON-THE-FENCE ACTIVIST
cares enough about the work to
open their stream of incoming
communications but doesn’t do
more than click a petition or two
believe in the mission and ONE
enough to take low-bar and some
high-bar actions, but they don’t
yet want to assume responsibility
deep sense of commitment to
ONE’s mission…are motivated,
have leadership skills and will
take on responsibility
75% 22% 3%
9. ACTIONS
Low-bar
Sign a petition
Like a post
Share a link on Facebook
Watch a video
Tell a friend about ONE
Middle-Bar
- Take the membership survey
- Post an LP story on Facebook
- Call your MoC
-Watch a webinar
- Make your own quiz about Africa and share
- Watch 3 LP videos
- Check out an African artist
-Watch the Lazarus effect
- Learn about an African Leader
- Participate in an online discussion with
other ONE members
- Read “Africa’s Future is Female”
- Try an African recipe
- Take a Quiz on African Geography
High-Bar
- Submit a substantive, high-quality video highlighting ONE on your
campus or in your community
- Draft your own version of an Living Proof video
-Work with your school to get a ONE logo or ONE Campus Challenge link
on your school's homepage or school paper.
- Meet up with a friend not affiliated with ONE/Africa to tell them why
you joined.
- Get together for coffee with another ONE member in the area:
- Present on ONE's issues in one of your classes, to a local community
group, a High School, or organization for at least five minutes.
- Sign up at least 25 new members
- Create a ONE flag and get your school to fly it on campus
-Write a rhyming poem about why you are a ONE member
- Email 5-10 relevant websites/blogs and ask them to feature ONE.org
- Join Bread for the World in a fast to raise awareness
- Join Make Poverty History’s “Below the Line” campaign and live on less
than $2 a day for a week.
- Donate your Facebook Status
-Write a Letter to the Editor to local paper
- Write a letter to a politician expressing your concern for the world’s
poorest.
- Call your congressman or visit them in their local office when they are on
recess to show you care about health issues in sub-Saharan Africa.
cultural, social, campaigning, and educational
actions intended to get ONE members “off-the-fence”
and into radioactivism!
10. SEEDS FOR SUCCESS
Worthy goal that will have impact
An action oriented message that will resonate
Planning that is well thought out and achievable
Integration across partners & properties
A plan to achieve social success
A good close out
11. WORTHY GOAL THAT WILL HAVE IMPACT
GAVI
Policy message:
Secure the replenishment of GAVI funding among world leaders for childhood
vaccines.
Message that will resonate:
15. SUCCESS
• 1,000 calls to the White House
• 3,000 + airings of the why bother video
• 5,000 twitter shares
• 23,000 Facebook shares
• 123,000 tell-a-friend shares online
• 330,000 global petition signers
• 25,000,000 media impressions
• News Coverage from ABC World News, Good Morning
America, Politico, AOL, The Huffington Post and more!
16. … and GAVI commitments reached
a level to save more than 4 million
lives over the next 5 years.
18. GOOD PLANNING
TIMING – schedule content updates for all of your platforms
• Blog
• Email
• Social Media
PROCESS – planning needs process
Have process documents for everything you do:
• Campaigns
• Email
• Social media
• Website
20. PITFALL #1 – Moving targets
Campaign plans need timelines and goals that
are reasonable and achievable and that do not
drastically change throughout the campaign.
21. PITFALL #2 – I’ve got an idea
Brainstorming campaign ideas needs to be
confined to the beginning of the planning and
shouldn’t be tolerated, unless to resolve
conflicts
22. PITFALL #3 – Shiny objects
Creative products need to be produced to
complement the goals and should be integral
to achieving those goals. Advocacy should
drive all campaigns and creative should
support the advocacy
23. PITFALL #4 – WOW that was a success
Tactics should be the beginning not the end.
When an action is run it needs to feed into
new actions. Action flow should be an integral
part of the campaign plan.
24. PITFALL #5 – Can you send this to the list?
From the outset of a campaign determine if
membership involvement is a priority and if so
ask why their involvement will make a
difference and when and how we want to
engage them
Notas do Editor
Introduction I’m Louis….
ONE was launched as a campaign sponsored by many of the leading global poverty organizations at a rally in (oxfam, save the children, CARE)
Philadelphia in May of 2004. ONE greatly expanded its membership, reach, and brand during the Live8
DATA (Debt AIDS Trade Africa) an advocacy organization focused on fighting extreme poverty in Africa
Because ONE was formed by a number of different organizations working on extreme poverty, it was deemed that it would not compete for valuable funding dollars very early on it was decided that it wouldn’t ask individuals for money
“UNIQUE” MOVEMENT issue oriented policy
ONE doesn’t want your money it wants your Voice
Two departments at ONE are devoted to the inside game Policy and Legislative.
Policy provides expertise on different Issue areas (MDGs)
Leg team will go in and meet with politicians and lobbyists to see what laws are in play and where pressure can be applied to change lawmakers miinds
Inside information is provided to the team which effects the ask as well as timing.
ONE is global and has members in over 150 countries.
What does ONE membership look like.
Actions may include signing a petition to your members of congress, calling the
president, writing a letter-to-the editor of your local paper, or attending a local event (many of these actions are supported
by already developed online tools)
What goes into a good campaign
The Vaccines campaign was aimed at funding two new vaccines to help stop Pneumonia and diarrhea. Given the state of the US budget, we new it would be difficult to get them funded despite their efficacy, so we adopted a multilateral approach to our advocacy. We created a PSA, “Why Bother?” that used children to lay bare our most cynical views about poor countries and development assistance, and conversely show how smart, effective assistance saves millions of children’s lives around the world. We then got celebrities to push it out to their fans through their social networks and had them direct people to our website where they could take direct action. On the site we had a petition asking World Leaders to support funding for promising new child vaccines that generated over 300,000 global signers. We followed up with signers at a local level to have them make calls, send tweets and write letters.
Lined up celebrities and notables to use their social media power (lady GAGA, Ellen DeGeneres, Tom Brady)
All pushing people to watch the video on a page embeded with the petition action.
These are good numbers, but you don’t need huge numbers to be successful. Our most successful actions often are the ones that are small in size.
Calls to the whitehouse.
Petition Delivery
Plans need timelines that are reasonable and that do not drastically change and have achievable goals that go beyond merely the launch of the campaign. The campaign isn’t over when everything goes live.