Online Theory of Change

Theory of Change

@neworganizing

What we’ll cover

What is a “theory of change”?

Case Study: Elizabeth Warren

Good Email Writing

Got change?

You have to have a THEORY about how to make that CHANGE.

@neworganizing

AUTHENTIC

PLAUSIBLE

Actions• Sign a petition• Donate• Volunteer• Host a Volunteer Meeting• Canvass or phone bank• Attend a rally• Call your elected officials or action

targets• Visit elected officials’ offices

How does the action we are asking people to take

create the change we want to see?

@neworganizing

9

#1: College football won't have a true national champion until there is a playoff system. Sign our petition to demand a playoff.

Theory of Change: MISSING

Theory of Change

10

#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop.

Theory of Change: IMPLAUSIBLE

Theory of Change

11

› #3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Contribute now to keep us going.

Theory of Change: TRUST ME

Theory of Change

Action?

Case Study

1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)

• Find your moment

• Find your moment• Identify your challenge

• Find your moment• Identify your challenge• What is your solution?

• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)

• Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)• Tell them how it’ll work.

Ok, so now what?

Change in targets

And then…

Just a reminder

1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)

5.Rinse and Repeat

Just a reminder

1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)

5.Rinse and Repeat

How do I organize myself?

Websites Partner Outreach

Email Field and Volunteers

Social Networking Events, Rallies & Vigils

Social Media Fundraising

Marketing & Ads Media & Bloggers

Four Criteria for Choosing Tactics

Will it get you closer to your goal?

Will it use your resources creatively to shift power? Does it build new resources?

Will it create organizational capacity?

Will it develop leadership and buy-in?

How does the action we are asking people to take

create the change we want to see?

@neworganizing

www.neworganizing.com@neworganizing

Thank You To:Lola Elfman

lolaelfman@gmail.com@lalalola

AcknowledgementsThis presentation was created by Lola Elfman in conjunction with New Organizing Institute.

These new media materials have been developed over the course of many trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum, Colin Holtz and many others.

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