using online organizing to engage parents donna norton national campaign director

Using Online Organizing to Engage Parents

Donna NortonNational Campaign Director

MomsRising.org

Started Mother’s Day, 2006

The Recipe for Layer Cake Organizing

Case Study:

We won’t be pacified until our broken

healthcare system is fixed.

1. Aligned organizations and policy partners

Identify issue-experts who can advise on strategy, timing, targeting, and effective messaging.

2. One-click Member Advocacy

Action that will have an impact.

Creates a media moment and amplifies member voices -- gets more attention than people!

3.“Member voice” proxy

4. Using online action to amplify on-the- ground actions

• Members provide same-day, online back up to on-the-ground activity.

5. Fundraising

• Raising money online to support lobbying work

6. On the ground member-leader training and development

Cultivating uber-activists to serve as ambassadors in person for online members

Healthcare Senate Meeting Maphttp://events.momsrising.org/healthcarenow

7. Media Outreach

Traditional and New Media - Broaden the audience and amplify pressure on leadership

8. The Frosting

Creativity and constant re-tooling of our messaging and strategy, always putting members first.

Facebook Application: Pacifier Lapel Pins

Key Lessons Learned

• Keep it fun• Provide multiple ways to engage• Honor busy lives and intelligence • Collaborate• Be creative and experiment• Be ready to act fast and learn from experience

Donna Norton

donna@momsrising.org

www.momsrising.org

Questions? Ideas?Keep in Touch!