change.org some case studies

The Platform for Social Action(Hello, Oxford!)

OUR VISIONThe platform for social action

Anyone, anywhere, anytime can start a campaign

What Amazon is for books, or Ebay for Commerce, or Facebook for connecting Friends

OUR TEAM

• 39 Full-time staff, up from 5 a year ago (and hiring!)

• Offices in San Francisco and Washington DC (and London & Israel?)

THE NUMBERS

285,000 New Members

2,000,000 Actions Taken

3,500,000 Unique Visitors

The Last 30 Days

CHANGE.ORG COMMUNITY

•Peer-to-Peer Distribution

•100% Issue Driven

•People that take Action

EVEN BETTER THAN THE REAL THING

ACTION PLATFORM•Most powerful free petition/campaign tool on the web

•Each month: more than 1,000 new petitions and around 2m signatures

•Social media integration and peer-to-peer spread

WHAT CHANGE ORGANISERS DOMy name is Weldon, and I’m here to help you

win.

THEORY OF CAMPAIGNSLook at one pixel of the big picture.

Photo: The Humanitarian and Development Partnership

Team in the Central African Republic

THEORY OF CAMPAIGNSPick the pixel you’re going to change.

Photo: The Humanitarian and Development Partnership

Team in the Central African Republic

THEORY IN PRACTICEBig Picture: Prejudice against the LGBT community in Africa

Pixel: legal persecution

Pixel: sexual violence and rape

Pixel: marriage legal in South Africa, but no other African countriesPixel: bigoted politicians

THEORY IN PRACTICEBig Picture: Prejudice against the LGBT community in Africa

Pixel: legal persecution

Pixel: sexual violence and rape

Pixel: marriage legal in South Africa, but no other African countriesPixel: bigoted politicians

WE WIN CAMPAIGNSFighting “corrective rape” in South Africa

THEORY IN PRACTICEBig Picture: Poor treatment of low paid workers in food services.

Pixel: No insurance coverage

Pixel: Paid minimum, not living, wage

Pixel: Unreasonable demands on employee performancePixel: Low job security

THEORY IN PRACTICEBig Picture: Poor treatment of low paid workers in food services.

Pixel: No insurance coverage

Pixel: Paid minimum, not living, wage

Pixel: Unreasonable demands on employee performancePixel: Low job security

WE WIN CAMPAIGNSEnding a dangerous marketing campaign

THEORY IN PRACTICEBig Picture: Prejudice against immigrants in the United States.

Pixel: Racist and bigoted politicians

Pixel: Harmful rhetoric in the media

Pixel: Racial profiling by law enforcement

Pixel: Restricted job opportunities

THEORY IN PRACTICEBig Picture: Prejudice against immigrants in the United States.

Pixel: Racist and bigoted politicians

Pixel: Harmful rhetoric in the media

Pixel: Racial profiling by law enforcement

Pixel: Restricted job opportunities

WE WIN CAMPAIGNSJustice for a wrongly arrested student

WINNING IS JUST THE STARTOnce you’ve changed that one pixel….You’ll want to do more.

THE MODEL

FOR EVERY CAUSE…

• Parntership Director to work with nonprofit organisations

• Editor to manage/create/push content & campaigns

• Organiser to support and win local actions

• Campaign strategist

COST EFFECTIVE RECRUITMENT

•100% Unique Names guaranteed – suppression list run for free

•Highest Quality names in the market

•Stay on Budget – NO EXTRA COSTS

•Amazing Technology Team

PROCESS• Develop petition creative – in-house campaign and email experts (as much or as little help as you require)

• Wide distribution -- targeted email blast; campaign featured across change.org distribution network

• Signed petitions generate letters to targets (if wanted)—option to join email list of sponsor organization

BENEFITS OF PAID CPA• Weekly delivery of new supporter names increases base

• Expanded reach – action network includes 15 million and growing

• Quantifiable guaranteed investment – no surprises

AND WHILE YOU’RE AT IT…

•Strengthen your Brand with Change.org

•Raise Public Awareness and support for your issue

•Leverage the News Cycle

•Make real-time Progress on your cause

QUESTIONS?

Zachary DominitzDirector of

Partnerships

zachary@change.org

Weldon KennedyDirector of Organising:

Human Rights

weldon@change.org@weldonwk