lola elfman. @neworganizing what well cover what is a theory of change? case study: elizabeth warren...
TRANSCRIPT
Theory of Change
Lola Elfman
@neworganizing
What we’ll cover
What is a “theory of change”?
Case Study: Elizabeth Warren
Good Email Writing
Got change?
You have to have a THEORY about how to make that CHANGE.
@neworganizing
AUTHENTIC
PLAUSIBLE
Actions• Sign a petition• Donate• Volunteer• Host a Volunteer Meeting• Canvass or phone bank• Attend a rally• Call your elected officials or action
targets• Visit elected officials’ offices
How does the action we are asking people to take
create the change we want to see?
@neworganizing
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#1: College football won't have a true national champion until there is a playoff system. Sign our petition to demand a playoff.
Theory of Change: MISSING
Theory of Change
10
#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop.
Theory of Change: IMPLAUSIBLE
Theory of Change
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› #3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Contribute now to keep us going.
Theory of Change: TRUST ME
Theory of Change
Action?
Case Study
1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)
• Find your moment
• Find your moment• Identify your challenge
• Find your moment• Identify your challenge• What is your solution?
• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)
• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)• Tell them how it’ll work.
Ok, so now what?
Change in targets
And then…
Just a reminder
1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat
Just a reminder
1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat
How do I organize myself?
Websites Partner Outreach
Email Field and Volunteers
Social Networking Events, Rallies & Vigils
Social Media Fundraising
Marketing & Ads Media & Bloggers
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 does the action we are asking people to take
create the change we want to see?
@neworganizing
AcknowledgementsThis presentation was created by Lola Elfman in conjunction with New Organizing Institute.
These new media materials have been developed over the course of many trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum, Colin Holtz and many others.
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