using online organizing to engage parents donna norton national campaign director
TRANSCRIPT
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
www.momsrising.org
Questions? Ideas?Keep in Touch!