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Online Advocacy for CSOs

Understanding the concepts of advocacy and lobbying

•Advocacy means any action geared

towards changing the policies,

positions or programs of any type of

institution.

•Advocacy is about identifying a

problem in a community, coming up with

a solution to that problem, establishing

strong support for that solution and

providing an effective implementation

plan.

What is advocacy

?

Understanding the concepts of advocacy and lobbying

•Lobbying means an attempt by citizens to

influence public officials and public policy. It

is used to put pressure on politicians and

government officials to take up the interests

of the people and to support their cause.

•Lobbying influential people for support is

part of the advocacy process.

What is lobbying

?

Activity

“Advocacy or Lobbying?”

Understanding online advocacy campaigning

“ There is no secret recipe, there are key

ingredients .”

Ingredients of running a campaign

1- Defining the issue

2- Defining the general goal

3- Defining the specific objectives

4- Identifying key players

5- Strategic communication

6- Channels of delivery

Activity

“What is your issue”

?

1- Defining the issue

Activity

“What is your general goal?”

2- Defining the general goal

Activity

“What are the specific

objectives?”

3- Defining the specific objectives

Activity

“Who are the key players?”

4- Identifying key players

? ? ? ? ? ?

Activity

“What are the elements of your

communication strategy?”

5- Strategic communication

Multichannel - Online/Offline doesn’t exist anymore, you should run a real

multichannel campaign

Simple ideas can be best ideas

Surf Viral Success

Innovate

Energize and Motivate Your

Supporters

Tools for online Advocacy

Structure

Themes & Plugins

Tips and tricks

Concept

Facebook apps

Facebook in

advocacy

How to create and

install Facebook

application

https://developers.facebook.com/docs/appsonfacebook/pagetabs/

Storify

Twibbon

#

Aggregate Yahoo pipes

Visualize it Visaul.ly

By time By location

By %

E - Petition

Few Notes on the process

Activate – Be proactive. Reach

out, communicate and build relationships

with your advocates. Don’t wait for them

to come to you.

Nurture – Offer essential/extrinsic

incentives to help make advocates feel

special and an extension of your brand or

company.

Empower – Help them help you

spread brand messages.

Listen – The first step involved in

moving passive social media connections

towards some level of engagement is to

understand their information needs. What

type of content do they want to consume?

What conversations do they want to have?

Publish & Participate – Designing a content strategy that make you

relevant is very important. Part of this

publishing plan should include active

participation on behalf of your organization.

Don’t just broadcast.

Thank you!

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