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Presentation made to the MyCharity Connects 2012 Conference, June 2012. Similar to the one I gave at SXSWi in Austin in March. (The theme . . . it's the organizers fault if people who 'put their hand up' on the social web don't do more.
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Organizing Better with the Social Web
My Charity Connects 2012 Boyd NeilNational Practice LeaderSocial Media + Digital Communications
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2012 eNonprofit Benchmark Studyhttp://www.e-benchmarksstudy.com/
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2012 eNonprofit Benchmark Studyhttp://www.e-benchmarksstudy.com/
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2012 eNonprofit Benchmark Studyhttp://www.e-benchmarksstudy.com/
Social web now integral to non-profit and social organizing
Twitter has taken over as a conversation and connection tool especially internationally
But . . . a tendency to think in terms of traditional success measures (additions to email lists etc.)
Moving from connection to engagement and action is the challenge
. . . Organizing online is a core competency for non-profits and advocacy groups
. . . And what of it? 5
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How we do it:
1. Understand social dynamics2. Draw from historic and
current organizing principles
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Dr. Giorgos Cheliotis ([email protected])Communications and New Media, National University of Singapore
Online organizing doesn’t change how people make decisions to participate – or not
1. Personal approach best for recruitment
2. Knowing that “someone like me” is on social platform (trust)
3. Personal invitations/direct support help people get started
4. Understand needs, then help meet those needs, encourages participation and ongoing involvement
Neighbourhood Forums: (from an evaluation of E-Democracy.org Inclusive Social Media project)
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Social participation continuum
Connection Engagement Influence Action
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What social web activism can do
Educate OrganizeCreate
Courage to Act
Act
Organizing Principles
1. Contain anger | find ideological balance
2. Make action choices straightforward, obvious and easy
3. Connect everywhere
4. Use social tools to organize groups (We used to call them ‘cells’)
5. Give people offline connection and action opportunities
6. Identify local network leaders . . . And empower to self-organize 7. Personalize the relationship8. Facilitate peer-to-peer opportunities 9. Provide incentives for offline action
10. Create content that rocks
11. Celebrate successes
12. Manage organizing like a political campaign
Organizing principles
Organizing Principles
1. Contain anger | find ideological balance
Organizing principles
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Two reasons this doesn’t work:
1. Moves away from core organizing message
2. Substitutes anger for argument
Organizing Principles
2. Make action choices straightforward, obvious and easy
Organizing principles
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Four reasons this works
1. Offers calls to action + petitions2. Educates on what it means to
engage3. Urges you to imagine
something different4. Makes it easy
And this works too . . . For the same reasons
Organizing Principles
3. Connect everywhere
Organizing principles
Three reasons this works:1. Displays and repeats evidence
of multiple platforms2. Uses visual platforms3. Has multiple points of access
for connection
Organizing Principles
4. Use social tools to organize groups (We used to call them ‘cells’)
Organizing principles
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Organizing Principles
5. Give people offline connection and action opportunities
Organizing principles
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‘App’ It
Organizing Principles
6. Identify local network leaders . . . And empower to self-organize
Organizing principles
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Three reasons this doesn’t work:
1. No place to identify yourself as willing to lead an action
2. No infrastructure for self-organization of groups
3. Doesn’t educate within the context of organizing
But this does . . .
Organizing Principles
7. Personalize the relationship
Organizing principles
Organizing Principles
8. Facilitate peer-to-peer opportunities
Organizing principles
Three reasons this works:
1. Begins from your own story2. Makes starting your own peer-
peer campaign straightforward3. Defines progress
Organizing Principles
9. Provide incentives for offline action
Organizing principles
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Site offers:
1. Game-style ranking2. Personal invitations to
events3. Special
training/education opportunities
Organizing Principles
10. Create content that rocks
Organizing principles
32We can learn a lot about creating great content from internet memes . . . They operate in affinity spaces and are characterized by
Dr. Giorgos Cheliotis ([email protected])Communications and New Media, National University of Singapore
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TACTICAL TOOLKITS AND GUIDESDrawing by Numbers
10 TacticsMessage in-a-boxMobiles in-a-boxSecurity in-a-boxInfo-design guide
Maps for advocacyOnline advocacy guide
ONO filmsDigital Survival Guide
Numbers with ‘narratives’
Have a storytelling disposition in data assembly
Less data, more story (but collect it all)
Focus on opportunity not data pimping
Context is critical – Give us the ‘so what’
Create the story from the data . . .don’t jam the data into a story
Highlight actionable data
Good Data Visualization 35
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Organizing Principles
11. Celebrate successes
Organizing principles
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Organizing Principles
12. Manage organizing like a political campaign
Organizing principles
Features
+ Dynamic CRM
+ Mass Mailer
+ Event Management
+ Fundraising
+ Advocacy & Petitions
+ Share / Tell-a-friend
+ Legislative Outreach
+ Social Networking
+ Canvassing
+ File Uploader
+ API
THE H+K ADVOCACY PANEL
41Boyd Neil | @boydneil | 416.413.4626 | www.boydneil.com
