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DIGITAL STRATEGY
Alexander RonySenior Digital Innovation Campaigner
1. Strategy2. Tools3. Content4. Promotion
CAMPAIGN STRATEGY
THEORY OF CHANGE
Why should this person
Why should this person
Take this action
Why should this person
Take this action
At this moment?
Why should this person
Take this action
At this moment?
LADDER OF ENGAGEMENT
EASY
HARD
Sign an online petition
Share with a friend
Call decisionmakers
Write an LTE
Attend an event
Donate money
Organize an event
EASY
HARD
EXERCISE ONE
Choose a policy you want to see changed. Who should you target, what is your timeline, and what is your theory of change?
DIVERSITY, EQUITY,& INCLUSION
TOOLS
Supporters
Events
Emails
Donations
Actions
CORE
1. It's ours.2. Better data.3. Better design.4. Better connections.
Make it simple to get involved
Show cumulative impact toinspire taking action now
Create intrigue and urgency by featuring campaigns
Offer different ways to get involved
WHERE TO GO
FOR A CHAPTER Chapter will coordinate
WITH NATIONAL STAFF Staff will coordinate
FOR GRASSROOTS NETWORK Contact Gwyn Jones
If you are working...
WHAT'S NEXT?
SOCIAL MEDIA
STYLE
THE HOOK
SENSE OF URGENCY
TONE OF VOICE
USE EMOTION (!)
Excitement Outrage
K.I.S.S.Keep It Sweet and Simple
MECHANICS
EXERCISE TWO
Write an action alert to post on AddUp.
KNOW YOURAUDIENCE
ANALYZE
PROMOTION
DELIVERY
Contact: Alexander [email protected]
All photographs in this presentation are licensed under Creative Commons Zero (CC0).
QUESTIONS?
