New Media TrackDecember 16 & 17, 2011

Nicole Cairns & Allie CarterReform Immigration FOR America online team

New Media for AdvocacyWe have learned the components of an online campaign – now we will discuss what online campaigns look like in action.

1. Basics of online organizing2. Creating a narrative and determining content3. Online and offline actions4. Targeting 5. Reporting back and fundraising6. Break for questions7. Case study: Illinois Coalition for Immigrant and Refugee Rights8. Breakout exercise: creating a one-month calendar9. Report back and closing questions

Basics of Online Organizing

Online organizing is onlinecommunication, outreach, andmobilization that allows individuals totake part in your work, as a complementto traditional organizing.- This includes recruiting, building up, turning out, and fundraising

Online organizing has advantages: - dynamic - targeted- nimble- meeting people where they are

Creating a Narrative

What’s the story you want to tell?• Your communications should be guided by an overarching theme, goal, or message• Leave open moments for campaign moments to fit in to your arc as your campaign progresses• Control your story – or someone else will

Different channels will be best for different components of an overall story• What are the best ways to communicate on Twitter, Facebook, email, SMS alerts, YouTube, blog?

Content Analysis: What Goes In, What Comes Out

From A List Apart:

All of your content should be written and distributed with attention to your audience. Some pieces of content to keep in mind:- Press releases- Legal documents or white papers- Fundraising reports- PSAs, videos, and multimedia- Stories from individuals- Region- or state-specific information

Types of Online Asks

Sign up for emailsJoin us on Facebook or Twitter

Sign an online petitionDownload a document

Share with friendsTake an online quiz

Leave a comment on a news articleChange your profile picture

Submit your story or photoMake a call with a script

Write a blog postWrite a letter to the editor

RSVP for an eventCrowdsource: a video, logo, slogan, design

Join a strategy conference callDonate

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Connecting Online/OfflineConnecting with community leaders

Turning out supporters for a town hall

Day of calls to a representative

Producing a radio ad

Recruiting school campus coordinators

Research local voices on Twitter, blogs

Create Facebook event, ask others to invite friends

Ask followers to post as their status (or tweet bomb)

Source stories from online outreach through crossposting

Target emails, Facebook posts to young members

Reaching Key Audiences with Targeting

Targeting ensures that you can reach key audiences quickly, or test without reaching out to your entire membership- location, age, language, donation history, action history, length of time as a member, specific interests, or other qualifiers

Example = RI4A house parties-Through SMS targeting, we organized 1,009 house parties in 45 states and Puerto Rico to join the call

Closing the Loop

• Owning your victories• Acknowledging your defeats• Reporting back- For your members: inspiration and measured proof of effect - For your team: record of online campaign work for later

reference, metrics and lessons- For grant proposals: demonstrate robust, creative online work

Online Fundraising: A Quick Note

Successful fundraising is honest, creative, and meaningful.- Clarity will make donors trusting- Creative asks will bring in new donors- Donors and potential donors need to feel sincerely feel engaged and appreciated

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Case study: ICIRR’s campaign for the Illinois DREAM Act

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YOUTH

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VS

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Social Media Communications Outside of Organizational Control

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www.icirr.org/illinoisdream

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Breakout Exercise: Integrating Online and Offline Organizing

Using the information on various new media tools, planning a narrative, defining your targets, and getting members more and more involved with your work, you will create a one month calendar around a rally at the state capitol:- Recruit volunteer organizers and rally attendees- Create necessary materials (signs, flyers, logos, Facebook

profile pictures, etc.)- Record and document the work before, during and after

the event- Determine a ladder of engagement to keep attendees

involved with the organization after the event- Use moments of success as ways to fundraise- Anything and everything else!

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Nicole Cairns, Online Director, RI4A – ncairns@communitychange.orgAllie Carter, New Media Associate, RI4A – acarter@communitychange.orgGarlin Gilchrist, II, National Campaign Director, MoveOn.org – garlin@garlin.orgNathan Ryan, Online Advocacy Manager, ICIRR – nryan@icirr.org

Thanks for coming to the session!Have questions? Contact us!