Online Organizing Training - June 2012

CHIRLA Movement

Bui ld ing Tra in ing

June 9 & 10, 2012

ONLINE ORGANIZING TO

HELP GET OUT THE VOTE

WHAT IS

ONLINE ORGANIZING?

Online organizing is online communications, outreach, and mobilization that allows individuals to take part in your work, as a complement to traditional organizing.

WHAT IS ONLINE ORGANIZING?

• 1 ,200 house

par t ies

• 250,000

people on

the Nat ional

Mal l in DC

• 350,000

cal ls for the

DREAM Act

• Near ly 2 .9

mi l l ion

contacts

wi th e lected

of f ic ials

• Almost 1

mi l l ion

act iv ists

across the

US

REFORM

IMMIGRATIO

N FOR

AMERICA

CAMPAIGN

HIGHLIGHTS

What it can do…

Creatively engage

supporters in new ways

Connect local stories to

national figures/media

Mobilize people quickly

and effectively

Bring in individuals not

reached by traditional

organizing

What it can’t do…

Replace actual

organizers and face-to-

face contact with

community members

Deeply interact on the

individual level – must

serve as a building

block for an offline

relationship

WHAT IS ONLINE ORGANIZING?

WHERE DO WE

ORGANIZE ONLINE?

EVERY

WHERE!

Socia l media

- Twit ter

- Facebook

- YouTube

ONLINE

ORGANIZING

TOOLS:

Emai l

- Pet i t ions

- Let ters to

the edi tor

- C l ick to ca l l

- Donat ions

ONLINE

ORGANIZING

TOOLS:

SMS

- Text out

- Receive

tex ts

- C l ick to ca l l

- Educat ion

- Data

co l lect ion

- Event

turnout

ONLINE

ORGANIZING

TOOLS:

WHY DO WE

ORGANIZE ONLINE?

BENEFITS

Almost 100% open rates on SMS

Message large quantities of people at once

SMS: 35,569

Email: 58,168

Total: 93,737

Affordable – only costs staff time

LIMITATIONS

Some mobile providers do not allow users to text the short code unless they have a specific plan

Boost, MetroPCS, Cricket

People with .edu email addresses or work email addresses can move

Contacts can unsubscribe

160 characters

WHY DO WE ORGANIZE ONLINE?

Meeting people “where they’re at”

In 2007, 56% of Latinos had access to the Internet.

In 2012, 71% of Latinos have access to the Internet.

Half of all Latinos use their phones to access the Internet.

Latinos are increasingly adopting social media as a way to connect with

friends and family.

Dynamic

Flexible in the kinds of content you can deliver to people – videos,

photos, real-time conversation, etc.

Targeted

We can target based on any almost any qualifier – Representative, zip

code, voter eligibility – to reach the right group of people every time.

Nimble

Quick to react to news or events.

WHY DO WE ORGANIZE ONLINE?

Why was this

successful?

WHEN DO YOU

INTEGRATE ONLINE?

NOW!

Registration Drives

Text Call to Action on flyers,

palm cards

Commitment cards

Sign in/up form

Candidate/Voter Forums

Text Call to Action repeated

throughout event

Commitment cards

Sign in/up forms

GOTV/Canvassing

Text Call to Action told to every single

person you meet

Commitment cards

June, July, August

•Pingback when they sign up

•Info on community events

•Request for data (are you eligible to vote, full address)

•Recruit for volunteers (non-voters/students)

September

•Voter Registration deadlines

•Drive turnout to registration drives

•Candidate and issue education

October

•Final request for data

•Reminder of registration, early voting deadlines

•Candidate and issue education

November

•Drive to polling place

•Reminders to vote (2 reminders on day of)

•Poll (what issues were most important to you?)

•Thank you for voting/next steps

SLOW BUILD

In-person events

Small group of people

every month

OUTCOME: consistent

base of activists to go

back to, can work

through ladder of

engagement

RAPID RESPONSE

Breaking news or

immediate need

Quick mobilization,

must attach to a

moment

OUTCOME: large

quantities of people,

some may only stay for

a short while

WHEN DO YOU INTEGRATE ONLINE?

WHERE

DOES

ONLINE

INTEGRATE- Events

- Canvass ing

1.Fill out email and cell phone

2.Check boxes to receive texts

- Commitment

cards

- Events

- Canvass ing

WHERE

DOES

ONLINE

INTEGRATE

1.Put on every flier, sign, card

2.Repeat at each break, walk

people through process

1.Get contacts to sign a

commitment card

2.Give “Text OUR VOTE /

MI VOTO to 69866”

prompt

3.Repeat

- Commitment

cards

- Events

- Canvass ing

WHERE

DOES

ONLINE

INTEGRATE

WHERE DO I FIT IN TO

ONLINE ORGANIZING?

NAV team

• Data Lead

•Collects commitment cards, enters data

• Team Lead

•Requests messages from e-advocate

CHIRLA e-advocate

• Gathers data

• Coordinates with NAV team about local events

RI4A online team

• Uploads data

• Sends out team texts

WHERE DO I FIT IN TO ONLINE

ORGANIZING?

At the end of the day, you’re this helps you… make 1 or 2 more contacts with each individual you’re trying to get to

vote

push people to register

recruit volunteers

hit your 157,000 contacts, 35,000 voters, and 18,000 registrations

goals

… build a movement of individuals ready to vote and push for comprehensive

immigration reform, the DREAM Act and the rights for all immigrants in this country.

BREAKOUT!Get in your groups and do two things:

1. Brainstorm 5 ways to include the SMS opt-in in your campaign

2. Write 5 SMSs to send to people in your area about your campaign