Online Organizing: Strategy for building your ladder of engagement

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<ul><li> 1. Online Organizing 101FOOD &amp; WATER WATCH Meredith Begin Organizer, Education &amp; OutreachFood &amp; Water Watch p) 202-683-2537 f) 202-683-2538 c) 202-449-0401 mbegin@fwwatch.orghttp://www.foodandwaterwatch.org</li></ul> <p> 2. Know Your TargetDo they respond to emails?Who answers the phone, when anddo they have a voicemail?Are they on Twitter?Are they on Facebook? How else canyou reach them? 3. Know your audience Surveys, questionnaire Listen on social media Track your data Tag actions Create groups Set up queries and reports 4. Use tags or groups to segment list for more targeted askExample: Why does your supporter ride? Environment Recreation Fitness Efficiency Inexpensive Send the email that is most compelling for that supporter 5. Every email should Have an action; and only one Be trackable Be compelling, tell a story Convey Theory of Change Provide a way to unsubscribe 6. Sign a petitionActions! RSVP to an event Social media:An action is a Like or Followtactic.Doing what you can with Sharewhat you have. Twitter campaign Facebook blitz Email your legislator Tell friends to take action Make a donation/become amember Do something offline 7. Ladder of Engagement Goals: - Increase commitment to organizations goals and campaigns- Create offline leaders that can organize and build grassroots efforts in their own communities Start with an easy ask,How: then ask the people that do that to do something a little more difficult. Repeat. 8. Real Life ExampleTools:Email and advocacysoftware:Salsa Labs Long-term goal: Stop expansion of untested,http://www.salsalabs.com/unlabeled, potentially dangerous genetically engineered foodsText message and phone Intermediate goal: Stop GE sweet corn fromservice: being planted this springMobile Commonshttp://www.mobilecommons.c Short-term goal: Grocery stores to agreeom/that they will not sell GE sweet corn Target: Walmart, largest grocery store chainFacebook, Twitterin the United States Our supporters: Approx. 350,000 email subscribers Approx. 3,000 text message subscribers Approx. 30,000 FacebookLikers 9. Tactics: Petition (online or offline) Welcome emails! Questionnaire Social media (Walsanto) Petition delivery Call-in day Nationwide Day of Action Virtual Rally 10. First Email:Introductionto the campaign Action:Petition to Walmart 11. Share the online petition!FacebookTwitterChange.orgCare2BlogsOther networks! 12. Tell-a-friendpages makes iteasy to sharevia email orsocial media 13. Welcome Emails With new petition signers, send a welcome email! Questionnaire Get to knowsupporter Supporter feelsengaged 14. Sign up to Host aCall-in Day!Auto-responsesToolkitFlyersConference CallTags, groups, queriesRegional organizer follow-up 15. Call Walmart Day of ActionTracking:ChallengesSolutions 1. Field organizers and volunteers 2. Email alert 3. Coalition partners 4. Facebook 5. Text message 16. Click to CallAction PageText Message Alert 17. More actions! Petition Delivery WalmartStore Action Virtual Rally Rule violation: inactives get an option to share, call, attend virtual rally Follow-up: To hosts Second and third attempts Last attempt Call-in Day Campaign wrap-up: Did we win? 18. BenchmarksEmail Rates by Message TypeSource: http://e-benchmarksstudy.com/ 19. Online Organizing 101FOOD &amp; WATER WATCH Meredith Begin Organizer, Education &amp; OutreachFood &amp; Water Watch p) 202-683-2537 f) 202-683-2538 c) 202-449-0401 mbegin@fwwatch.orghttp://www.foodandwaterwatch.org 20. Food &amp; Water Watch ~52% of list was active within the last 6months Metric FWW 2011 Average M+R Benchmark (Environment) Open rate 18.1%17% Click-through rate5.2%2.7% Unsubscribe rate2.1%0.28%</p>