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8/14/2019 NMTI Packet
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8/14/2019 NMTI Packet
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NewMediaTrainingInstituteatCreatingChangeThursday,February4,2010
Contents1. NMTIInformation2. NMTISchedule3. NMTISpeakersandPresenters4. Bios5. Materials
a. MobileCommonsb. NewOrganizingInstitute
6. Evaluations
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NewMediaTrainingInstituteatCreatingChangeThursday,February4,2010NMTIInformationThankYouGLAAD
thanks
the
Gill
Foundation
and
Gill
Action
for
making
the
New
Media
Training
Institute
possible.
GLAAD
wouldalsoliketogiveaspecialthankstoAT&TforyourinvaluablehelpwithNMTI.
GLAADalsothanksourincrediblespeakersandpresenters:JedAlpert,HeatherCronk,ScottGoodstein,
ChristopherHoyt,JenNedeau,GregoryRae,JuliaRosenandFredSainz. ThankstoNewOrganizingInstitute
TrainingsandEventsCoordinatorNickGaw. ThankstoGLAADstaffandfellowsforallofyourworkonNMTI:
RashadRobinson,AllisonPalmer,AmandaMorgan,AnnaWipfler,BrendanDavis,DannieTillman,AdamBass,April
Domino,ElliotImse,andGLAADPresidentJarrettBarrios.
Finally,GLAADthanksthestaffoftheCreatingChangeConferenceandtheNationalGayandLesbianTaskForce
(NGLTF).
NMTILocationSheratonDallasHotel(@sheratondallasonTwitter,"SheratonDallasHotel"onFoursquare.com)
400NorthOliveStreet,Dallas,TX
StateRooms3&4,ConferenceCenterThirdFloor
2149228000
NMTITwitterInformationIncludetheNMTIhashtag#NMTIaswellastheCreatingChangehashtag#cc10inyourtweetssothateveryonecanfolloweasily. TwitterinfoforourspeakerscanbefoundontheSpeakersandPresenterspage.
VideoThelunchpresentation,"LearningfromObamaCampaignSuccessesandMakingtheMostOutofNewTrends,"
maynotberecordedinitsentirety. Ifyouareinterestedinrecordingpartsoftheothersessions,pleasefirstget
permissionfromthesession'sspeakerortrainer.
QuestionsduringthetrainingPleasefindtheseGLAADstaffmembersduringthetraining:AllisonPalmer,RashadRobinson,DannieTillmanand
AdamBass. [email protected]/text3234974124. Ifyouhavequestions
aboutthehotel,pleasecontact2149228000.
AboutGLAADThe
Gay
&
Lesbian
Alliance
Against
Defamation
(GLAAD)
is
dedicated
to
promoting
and
ensuring
fair,
accurate
and
inclusiverepresentationofpeopleandeventsinthemediaasameansofeliminatinghomophobiaand
discriminationbasedongenderidentityandsexualorientation.
FindGLAADatglaad.org,glaadblog.org,facebook.com/glaadandtwitter.com/glaad.
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NewMediaTrainingInstituteatCreatingChangeThursday,February4,2010
Time BeginnerTrack AdvancedTrack8:30AM9:00AM SignInandBreakfast9:00AM9:20AM Welcome,Introductions,Goals&Objectives
FredSainz,GillFoundation
RashadRobinsonandAllisonPalmer,GLAAD
9:20AM10:00AM Overview:HowtheLGBTCommunityCurrentlyUsesNewMediatoReachAdvocacyGoals
GregoryRae,LivingLiberally
10:10AM11:00AM UsingandIntegratingNewMediaTools:Part1JenNedeau,FormerDirectorofDigital
StrategyforAirAmericaMedia
UsingSocialMediatoMonitorYourBrand,CampaignsandOppositionChrisHoyt,AT&T
11:1012:00PM UsingandIntegratingNewMediaTools:Part2
JenNedeau,FormerDirectorofDigital
StrategyforAirAmericaMedia
UsingMobileinAdvocacyCampaignsJedAlpert,MobileCommons
12:15PM1:00PM LunchandSpeakerLearningfromObamaCampaignSuccessesandMakingtheMostOutofNewTrends
ScottGoodstein,RevolutionMessagingLLC,
FormerExternal
Online
Director
for
Obama
for
America
1:15PM2:30PM BestPracticesforDevelopingSocialMediaCampaigns
HeatherCronk,NewOrganizingInstitute
(NOI)
BestPracticesforDevelopingSocialMediaCampaigns
JuliaRosen,NewOrganizingInstitute
(NOI)
2:30PM2:45PM Break
2:45PM4:00PM IntegratingSocialMediaIntoAdvocacyCampaigns
HeatherCronk,NewOrganizingInstitute
IntegratingSocialMediaIntoAdvocacyCampaigns
JuliaRosen,NewOrganizingInstitute
4:00PM6:00PMDevelopingSocialMediaPlansforYour
Organization
HeatherCronk,NewOrganizingInstitute
DevelopingSocialMediaPlansforYourOrganization
JuliaRosen,NewOrganizingInstitute
6:00PM6:30PMClosing
JarrettBarrios,PresidentofGLAAD
RashadRobinson,SeniorDirectorofPrograms,GLAAD
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1
NewMediaTrainingInstituteatCreatingChangeSpeakersandTrainersJedAlpert
Founder,MobileCommons
Twitter:@mobilecommons
JarrettBarrios
President,GLAAD
Twitter:@glaad,@JarrettBarrios
HeatherCronk
ChiefOperatingOfficer,NewOrganizingInstitute
Twitter:@hcronk,@neworganizing
ScottGoodstein
RevolutionMessagingLLC,FormerExternalOnline
DirectorforObamaforAmerica
ChristopherHoyt,PHR
AssociateDirector,AT&TTalentAttraction
Twitter:@TheRecruiterGuy
JenNedeau
FormerDirectorofDigitalStrategyfor
AirAmericaMedia
Twitter:@humanfolly
AllisonPalmer
DirectorofDigitalInitiatives,GLAAD
Twitter:@glaad
GregoryRae
LivingLiberally
RashadRobinson
SeniorDirectorofPrograms,GLAAD
Twitter:@rashadrobinson,@glaad
JuliaRosen
TrainerwithNewOrganizingInstituteandOnline
PoliticalDirectoratCourageCampaign
Twitter:@juliarosen
FredSainz
VicePresident,Communications&Marketing,
GillFoundation
BiosJedAlpertisfounderofMobileCommonsandChiefStrategyOfficer.PreviouslyheservedasthePresidentofSunshineAmalgamediawherehedevelopedaninnovativesyndicationsponsorshipmodel,commissioning
topyoungdirectorstomakeshortfilmsformultipledistributionnetworkswithnationallybranded
sponsorship.Sunshinepartners,clients,andcustomershaveincludedMicrosoft,Oracle,ScrippsHoward,and
others.Additionally,whileatSunshine,Jedoversawtheproductionoffeaturefilmsanddevelopedtelevision.
PriortojoiningSunshine,Jedworkedasanattorney,focusinghispracticeonentertainmentandmedialaw.
DuringhistimepracticinglawatRudolphandBeer,andasanassociateatPaulWeiss,Jed'sclientsincluded
filmssuch
as
Slingblade,
Hurricane
Streets,
Sunday,
Fear
and
Loathing
in
Las
Vegas,
The
Cruise,
Next
Stop
Wonderland,ThreeSeasons,andStarMaps.HerepresentedcompaniessuchasOpenCityFilms,Rhino
EntertainmentandSonicNet.
JedhasproducednumerousfeaturefilmsincludingSunday,winnerofthe1997SundanceFilmFestivalGrand
JuryPrizeandtheWaldoSaltScreenwritingAward.Hehasalsoservedontheboardofanumberoffilm
festivalsandartsorganizations,includingGenart,TheNewportFilmFestivalandThreadWaxingSpace.
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JarrettTomsBarriosbeganhistenureasthePresidentoftheGay&LesbianAllianceAgainstDefamation(GLAAD)inSeptember2009.Barriosisknownforhisworkasahumanrightsadvocateandformerstate
legislator,andisproudofhisroleasahusbandandfatheroftwoteenagesons.
UnderBarrios'leadership,GLAADadvocatesforfullequalityforthelesbian,gay,bisexualandtransgender
(LGBT)communityandchallengesdiscriminationnotincourtroomsorinCongress,butwhereattitudes
towardsLGBTpeopleareformed TVandnewsoutletsthatreachthelivingroomsofAmerica,faith
communities,virtual
communities,
entertainment,
sports
and
more.
BarriosjoinedGLAADafterservingnineyearsintheMassachusettslegislatureandtwoandahalfyears
advocatingforaccesstocareandcoverageforresidentsofMassachusettsasthepresidentoftheBlueCross
BlueShieldofMassachusettsFoundation.HewasthefirstLatinoandfirstopenlygaymanelectedtothe
stateSenate.Whileinthelegislature,BarriosservedasthechairofthePublicSafetyandHomelandSecurity
CommitteeandViceChairoftheHealthCareCommittee.HealsochairedtheMassachusettsBlackLegislative
CaucusandfoundeditsLatinoCaucus,alongwithOste,thestatewideorganizationadvancingthestandingof
LatinosinMassachusetts,andtheCommonwealthSeminartopromotetheinclusionofunderrepresented
minoritiesinpolitics.HewasnamedLegislatoroftheYearbyorganizationsasdiverseastheMassachusetts
ImmigrantandRefugeeAdvocacyCoalition,theDisabledAmericanVeterans,MetropolitanAreaPlanning
CouncilandtheMassachusettsSeniorActionCouncil.
AsastateSenator,Barriossuccessfullyhelpedleadthelegislativeefforttoprotectmarriageequalityin
Massachusetts,andisbestknownforagloballytelevisedspeechwherehespokeondiscriminationfacedby
hisownfamily.Inthelegislature,hepioneeredthelegislativeapproachtoantibullyingeducation,succeeded
incodifyingthestateGayandLesbianYouthCommissiontopreventteensuicideandmakeschoolssafefor
LGBTyouth,wrotethestate'sbufferzonelawaroundwomen'shealthfacilitiesandotherprogressiveissues.
BarrioshasbeenanadvocateforequalitysincecochairingHarvard'sLGBTstudentorganizationinthelate
1980sandtheBostonGayandLesbianAntiViolenceProjectintheearly1990s.In2004,hewasnamedtothe
inaugural"HallofFame"bytheEqualityForuminPhiladelphia.
Thesonofacarpenterandasocialworker,Barriosworkedthreejobstohelpputhimselfthroughcollegeat
Harvard,wherehegraduatedmagnacumlaude.HereceivedhisJ.D.withhonorsfromGeorgetownUniversity
Law
Center.
His
pro
bono
work
as
an
attorney
included
the
first
successful
petition
of
agay
DominicanmanforasylumintheUnitedStates.Heisalsoactiveinprogressiveissuesatthenationallevelas
vicechairofthePlannedParenthoodFederationofAmericaActionFund,andmemberoftheboardof
Families,USAandtheRobertF.KennedyCenterforJusticeandHumanRights.
HeresidesinBostonwithhishusbandDougandtheirtwochildren,andsplitstimebetweenGLAAD'sNew
YorkandLosAngelesoffices.www.glaad.org
HeatherCronkistheChiefOperatingOfficerattheNewOrganizingInstitute,overseeingNOI'sgrowingoperationsandplanningstrategicallyforNOI'sprograms.PriortoherworkatNOI,Heatherworkedwith
PledgeBank,aprojectofmySociety,reachingoutto
organizationsandindividualsacrossthecountrytoencourageuseofPledgeBankasatoolforlocal
communityorganizing
and
citizen
centered
collective
action.
Heather's
background
is
in
campus
organizing
sheworkedwithIdealist.org'scampusprogram,travelingnationallytotrainatcampusesandconferences,
runningdaytodayoperationsfortheprogram,helpingtoorganizea1,500personnationalconferenceon
studentengagementandactivism,andbuildinganetworkofengageduniversityprogramsandnonprofit
organizations.AnativeofLexington,KY,HeatherholdsaBachelorofArtsdegreeinreligion/philosophyfrom
BerryCollegeinRome,GA,andaMasterofDivinitydegreefromWakeForestUniversityDivinitySchoolin
WinstonSalem,NC.
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ScottGoodsteinwasExternalOnlineDirectorforObamaforAmerica,anddevelopedthecampaign'ssocialnetworkingplatforms.Hispioneeringworkincludedrunningthefirstpoliticalcampaignefforttolaunchniche
basedsocialnetworkslikeBlackPlanet,Eons,MiGente,AsianAve,Disaboom,etc.Hebuiltthecampaign's
lifestylemarketingstrategyanddevelopedthe"streetteam"materialsusedinbattlegroundstates.
GoodsteinalsocreatedandimplementedObamaMobile,anadvancedcommunicationstrategythatincluded
textmessaging,downloads,interactivevoiceresponsecommunication,amobilewebsite(WAP),andevenan
iPhoneapplication.
Prior
to
his
work
at
Obama
for
America,
Goodstein
worked
for
the
Democratic
Legislative
CampaignCommittee,DemocraticCongressionalCampaignCommittee,andovertwodozenprogressive
politicalinitiatives.In2004,GoodsteincofoundedPunkvoter.comandRockAgainstBushwhichbecamea$4
millionyoungvotermobilizationeffort.HehasconductedpoliticaltrainingsfortheNationalDemocratic
Institute,UNICEF,DemocracyforAmerica,theCampaignManagementInstitute,andtheNewOrganizing
Institute.
GoodsteinhasspokenatColumbiaUniversity,TheAmericanUniversity,TheGeorgeWashingtonUniversity,
andTheMilkenInstitute.HehasbeenafeaturedspeakerateventsinMorocco,Hungary,Finland,Singapore
andMalaysia.www.revolutionmessaging.com/about
ChristopherHoyt,PHR,istheAssociateDirectoratAT&TTalentAttraction.Inhiscurrentroleheleadstheintegration
of
social
media
and
mobile
marketing
within
aworkforce
strategy
that
includes
search
engine
marketingandoptimizationfortheTalentAttractionteamsatAT&T.Thestrongestfocusofhisworklieswith
Social/InteractiveRecruiting,CandidateExperience,onbothnationalandregionalbasedstrategies.Chris
workstowardsmaximizingthereturnoninvestmentthroughcuttingedgetrackingmethodsof
implementationbecauseofhispassionfordrivingtowardschangewithintherecruitingindustry.Hiscurrent
thoughtstreamsandvoicearoundwhat'soccurringintoday'stalentmanagementindustrycanbefoundon
hispersonalblog,www.RecruiterGuy.netorviahisTwitterstreamatwww.twitter.com/TheRecruiterGuy
JenNedeauworksasanewmediaconsultant,writer,progressiveactivistandfeministspeakerbasedinNewYorkCity.FromJune2009 January2010,JenworkedastheDirectorofDigitalStrategyforAirAmerica
Media,whereshehashelpedtransitionradio,alegacymedium,intotheageoftheInternet.FromAugust
2008December2009,JenpursuedherpassionforwritingandactivismbyservingasEditoroftheWomen's
RightsBlog
for
Change.org
where
she
facilitated
daily
discussion
about
the
feminist
movement
as
it
related
to
politics,technologyandsocialnorms.Previously,JenworkedforNewMediaStrategieswheresheemployed
onlinecampaignsforFortune500companiesutilizingthepowerofsocialmediatopromoteandprotect
clients.Jenhasgivenspeechesaboutthestateofthefeministmovementandtheevolutionofsocialmediain
frontofaudiencesatOrganize2.0,STANDAgainstGenocideConference,NetrootsNation,Princeton's
WoodrowWilsonSchool,PoliticsOnlineConference,YWCA's150thAnniversaryandmanyotherlocations.
ShealsovolunteersastheChiefTechnologyOfficerforNewLeadersCouncilandfirstbeganhercareerby
pursuingpoliticaljournalismatTheGeorgeWashingtonUniversity'sSchoolofMediaandPublicAffairs.You
canlearnmoreatwww.jennedeau.comandfollowheronTwitter@HumanFolly.
AllisonPalmeristheDirectorofDigitalInitiativesatGLAAD.BeforejoiningGLAADinlate2009,shewastheOnlineStrategy&DigitalMediaManageratTheLesbian,Gay,Bisexual&TransgenderCommunityCenterin
NewYork
City,
the
second
largest
LGBT
community
center
in
the
world.
Prior
to
that,
she
served
as
Co
DirectorofMayFirstTechnologyCollective/MediaJumpstart,whereshedevelopedandimplementeddigital
toolsforsocialjusticeorganizations.Shehasbeenworkingindigitalsince1999,whensheworkedforthe
NationalEmploymentLawProjectandlaunchedtheirfirstwebsite.ShealsovolunteerswiththeSylviaRivera
LawProjectandotherlocalorganizations.www.glaad.org,facebook.com/glaad,twitter.com/glaad
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GregoryRaeisamemberofthenationalleadershipofLivingLiberally,anorganizationdedicatedtocreatingsocialspacescenteredaroundprogressivepolitics.After5yearsasanengineeratGoogleinchargeoflog
analysisandreporting,hegotinvolvedinonlinepoliticalandnonprofitorganizing.InSeptember2008,he
becametechleadfortheNoOn8campaign,whereheoversawthewebsite,onlineoutreach,anddata
analytics.Hecontinuestoadvisemarriageequalityorganizations(includingOneIowaandMaine'sNoOn1
campaignin2009).HehasservedonLambdaLegal'sNationalLeadershipCouncilsince2008.
RashadRobinsonistheSeniorDirectorofProgramsatGLAAD.Hehasbeenwiththeorganizationsince2005.Inhiscurrentrole,heoverseestheadvocacyworkoftheMediaProgramsteamastheyworkwithlesbian,
gay,bisexualandtransgender(LGBT)advocatesandmediaprofessionalsaliketopromotefair,accurateand
inclusivemediacoverageoftheLGBTcommunity.BeforejoiningGLAAD,RashadservedasNational
CommunicationsDirectorfortheRighttoVoteCampaign,anationalcollaborationofeightmajorcivilrights
organizationsworkingonvoterdisenfranchisement.HealsoservedasNationalFieldDirectorwiththeCenter
forVotingandDemocracy.In2003,RashadservedasleadorganizerfortheClaimDemocracyConference,
whichfeaturednationalcivilrightsleaders,presidentialcandidatesandcongressionalleaders.
Hehasbeenafeaturedspokespersononanarrayofissuesinprint,radioandtelevision,andin2004he
appearedastheyoungestcontestantonShowtime'sPoliticalRealityseriesAmericanCandidate.Agraduate
ofMarymount
University
in
Arlington,
VA,
Rashad
was
aPolitics
major
with
aminor
in
History
and
Communications.HeisalsoagraduateoftheacclaimedSPINProjectMediaAcademyinPetaluma,Calif.and
currentlysitsontheboardofdirectorsforFairVote.www.glaad.org
JuliaRosenistheOnlinePoliticalDirectorattheCourageCampaign.JuliagotherstartinpoliticsworkingforCommonCause.ShemovedouttoCaliforniatoworkfortheAllianceforaBetterCalifornia,whereshewrote
over2,000postsonwhyArnoldSchwarzeneggerisnotaDemocrat.Juliacontinuedherworkwithinthelabor
movementservingastheOnlineCommunicationsDirectorforWorkingCalifornians.Herbackgroundisin
connectingthenetrootsandthelabormovementtobringaboutprogressivechange.Sheiscurrentlyan
editoratCaliticsandaregularcontributortoCrooksandLiars,whensheisn'tbloggingatherpersonalsite
RuckPad.JuliacurrentlyservesasatrainerfortheNewOrganizingInstitute.
FredSainzisVicePresidentofCommunications&MarketingattheGillFoundation.Hebringstwentyyearsofmediarelations,publicaffairs,andcrisiscommunicationsexperiencetohispostastheGillFoundation'svice
presidentofcommunicationsandmarketing.JustpriortoassumingthispositioninAugust2008,Fredserved
forthreeyearsasthedirectorofcommunicationsfortheCityofSanDiegoandpresssecretarytoitsmayor,
JerrySanders.Inthatcapacity,heledaquickpacedexternalandinternalcommunicationsofficeequally
adeptatproactivelypromotingthemayor'sreforminitiativesandrespondingtocrisesrangingfromthecity's
inabilitytoaccessthepublicbondmarkettotheworstwildfiresinCaliforniahistory.
Fredhasheldanumberofotherchallengingpositionsincludingservingasthechiefadministrativeofficerfor
theGatewayComputers/WaittFamilyFoundation;vicepresidentforpublicaffairsattheSanDiego
ConventionCenterCorporation;anddirectorofconventionplanningforthe1996RepublicanNational
Convention.HebeganhiscareerasanaidetothenVicePresidentGeorgeH.W.Bush.
Fredis
athree
time
recipient
of
the
Public
Relations
Society
of
America's
(PRSA)
Silver
Anvil
Award,
twice
in
crisiscommunicationsandonceinpublicaffairs.FredandhispressofficeteamattheCityofSanDiegowere
recentlynamedbyPRSAasthe"2008PRProfessionalsoftheYear"fortheirworkrespondingtothe2007
CaliforniaWildfires.
FredisanativeSpanishspeakerwhoseparentsimmigratedfromCubain1959.FrednowlivesinDenverwith
hispartner,MikeTipton,anattorney.
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Company Overview
2009 Mobile Commons
Mobile CommonsMobile Commons makes it simple to create and manage
mobile campaigns and connect them to the web, CRM
Tools, and other media. Mobile Commons is the leading
mobile application for brand messaging, cause-related
marketing, fundraising, and advocacy. The company is
quickly growing in the consumer marketing, health care
and event marketing sectors.
Mobile Commons removes the barriers to mobile and
provides tools to allow full two-way messaging, integrated
audio, and a connection to the web.
Product OverviewMobile Commons offers four products and a robust API
that allows you to create mobile campaigns easily and
quickly. Each product is integrated in one Mobile
Commons dashboard, so all of your mobile data is
available for any campaign or application you create.
Additionally, the dashboard can be used to create Web
opt-in forms, making it easy for people to participate
directly online.
mCommons: The platform offers a wide-range of features
that allow you to integrate powerful 2-way mobile
messaging into your campaign strategy, Web site, and
your CRM tools.
mConnect: This innovative voice/SMS application easily
integrates with your email, Web, and mobile campaigns.
mConnect makes it simple to connect people by phone,
anywhere. This feature is great for call-in campaigns.
mCast: Use mCast to take
incoming messages and project
them onto the sides of
buildings, large screens at live
events, or widgets across the
Web.
mData: makes any database
instantly accessible from any
mobile phone. Simply upload a
spreadsheet or connect to a
database. Users get the
information they need, when
they need it.
Key Mobile Benefits
Broad reach: More than 290million US mobile subscribers send
over 3 billion text messages per
day. Mobile reaches all
demographics.
Easy to Use: Text Blue Oceans
FishPhone at 30644 with the
message FISH and the name of
the fish in question. Immediately
youll get a text back with an
assessment and, when
appropriate, a more
environmentally sound
alternative.. The New York
Times
Instantaneous: The new text-
messaging service [powered by
Mobile Commons]... is part of an
emerging wave of technology
that allows consumers to get
instant ... information through
their cellphones. The Wall
Street Journal
Always reachable: 90% of people
keep their mobile within arms
reach 24/7.
Spam-free: Mobile users never
receive spam on their phones, so
your message wont get ignored.
With response rates 10-20x
greater than email, mobile is an
ideal direct response medium.
mData - Fish Phone
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Company Overview
2009 Mobile Commons
How Organizations are Going MobileOur customers use the Mobile Commons platform in a
variety of innovative ways. Below are several examples of
our products in action:
mCommons at Live Events On behalf of a Mobile
Commons client, the Jonas Brothers asked fans to text the
word JONAS to 30644 to get involved in their communities.
This call to action was made live at their inauguration
performance and the video was also broadcast on TV
and the Internet. The campaign was a hit. Thousands of
young adults texted in, and in a single day the Mobile
Commons client grew their list significantly.
mConnect to Close the Loop Human Rights Campaign
(HRC) uses mConnect to mobilize supporters forcongressional call-in campaigns. The HRC sends out an
alert message that lets constituents connect directly to
their local representatives. The result: by making it simple
for people to participate, HRC has enjoyed call-in rates
that average more than 25%.
mCast to Make a Statement Its Our Healthcare (IOH)
combined the offline world with the online world using
mCast. They installed a large screen outside the California
Statehouse in Sacramento and asked Californians to text
in their thoughts about healthcare. Those messages were
then projected on the screen and pushed to Flashwidgets all across the Web.
mData to Communicate with ConsumersWith a goal of
providing consumer information about seafood, Blue
Ocean launched an mData program that allows people
to text in the name of a fish and receive up-to-date
environmental and health advisories on their mobile
phone. Consumers love it because they receive
information they want, when they want it; and Blue
Ocean benefits by collecting real-time data about their
constituents interests and behavior.
New York San Francisco San Diego
http://mobilecommons.com
212.537.5175
Selected Clients
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Page1of3
Working with Blogs and
Bloggers
This guide covers the different aspects of working with blogs and bloggers.
Most blogs fit into one of these categories: personal, nonprofit/advocacy,
corporate/business, and topic/issue. People who write personal blogs typically reflect
on life, share opinions, and generally use it as a creative outlet. Nonprofit/advocacy
groups use blogs to talk about the work theyre doing, give updates on issue
campaigns, and discuss how different laws affect their issues. The corporate/business
world use blogs for marketing, communications, and publicity. There are topic/issue
blogs that discuss travel, politics, music, design, niches, immigration, health care you
name it.
The different types of bloggers also fit into
four categories: professional, activist, identity,
and hobbyist. A professional blogger is a
current/former journalist looking for a new
medium or a new audience. Activist
bloggers are citizen activists who cover
stories that arent covered by traditional
media. Identity bloggers are motivated by
the desire to connect with others like them(e.g., mommy bloggers, LGBT bloggers).
Hobbyist bloggers are motivated by the
desire to share information with others who share the same passion (e.g., sports
bloggers, UFO bloggers).
Youshould blog if: you have something to say thats worth peoples time; you have the
time to write articles; youre interested in inviting conversation; and youre willing to
respond to comments/questions and engage with your readers.
Youshould NOTblog if: youre interested in distributing press releases to a new
audience; youre uncomfortable getting feedback through public comments; or your
organization has several layers of bureaucracy to publish public-facing information.
If youre not sure, start small and read other blogs to get a better idea of the
blogosphere, the culture, and various writers/communities.
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Page2of3
Internal Organization & Goals
Before you start blogging, you need to identify your resources and figure out how
blogging fits into your overall organizational structure. Whos going to be the
blogger/voice of your organization? How much time do they have to dedicate? What
kind of review process do you need and how does blogging fit into your
communications calendar?
In addition to thinking through your organizational structure, you need to identify what
you want to accomplish by having the blog. Whos your audience and who do you
want to engage with?
Can your current content management system (CMS) publish blogs? If not, you could
explore free blogging platforms like WordPress, Moveable Type, Blogger, or Tumblr.
Blogging
As we mentioned above, blogging isnt about
reciting/re-posting a press release. Its about being
engaging and thought provoking. You want to share
original content with your readers, including
relevant/topical information from around the
blogosphere. You want to give readers a reason to
return.
When you write, the headline and first paragraph (or
two) are important because you want to grab a
readers attention (just like with an email blast). Use a
natural voice and casual tone when you write, and
pose a question and encourage people to leave their
thoughts/opinions. Make sure you respond quickly to
comments/questions so your readers know that you value their opinions.
Participate & Engage
Introduce yourself to other bloggers in the space and read/comment on other blogs.
You want to participate and become a member of the community. People hate it
when you just stop by to plug/advertise your blog and then leave. You can also
reach out to other bloggers and ask them to be a guest blogger on your blog. Your
readers will benefit and you might be able to increase your readership a little.
Promote & Track
Make sure you promote the blog on your website, social networking sites, email blasts,
appropriate listservs and with friends, family, colleagues, and related organizations.
Track the metrics on your blog so you can gauge what works and what doesnt work.
Different metrics you can track are: views, comments, posts, and trackbacks. And most
importantly, listen to feedback.
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Page3of3
Glossary of Terms
Blogroll
List of blogs that a blogger recommends and is reading
Trackback
Notifies a blogger that someone linked to or referenced their blog article
Permalink (permanent link)
The specific, permanent URL of a blog article
RSS (really simple syndication)
Web feed of your blog (or other website content) that is read through an RSS reader or
aggregator (e.g. Google Reader)
Vlog & Vlogger
Video blog & video blogger
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Page1of3
Building a Website
(Thanks to Larry Huynh & Jordan Higgins for some of this great content.)
Your website is a reflection on you and your organization and you only get one chance
for a first impression. This guide covers the organizational aspects of building a website.
There are core principles you should follow when building your website and they can be
broken down into two categories: overarching and functional.
Overarching Principles
(1)Make sure your website is easy to navigate its fundamentally important. Youdont want to loose energized supporters because they dont know what you
stand for or how to get involved.
(2) It should be a part of your overall communications and strategy plan. Dontbuild your website in isolation. Involve the other departments in your
organization.
(3) It should complement your offline program by providing resources, updates, andnext asks.
Functional Principles
(1)When people visit your site, you dont want to loose the opportunity tocommunicate with them again, so make sure you have a simple email signup
form and that its in a prominent place on your site. Its also a good idea to
capture the supporters zip code, which will help you later down the road when
you want to segment your list by geography.
(2)Organize the navigation and content so users can easily find the informationthey need, and make sure you have a bio/about us/issues section.
(3)Pictures and photos are a great way to visually tell your story, so include themwhenever you can; it also helps to break up some of the content.
(4)Your call to action buttons (e.g., donate, volunteer, signup) should be prominentand they should stand out on your site.
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(5)Promote your social networking sites so users know what online communities youare part of, and include ways for supporters to tell their friends about your
website and your mission.
Goals
Before you start designing a new site, its important to identify your: organizationalpriorities, the purpose and requirements, and your audience. This will ensure that you
build a successful website. Make sure you set a timeframe with goals so everyone is on
the same page.
Information Architecture (IA)
Think of the information architecture as the table of contents for your website; its the
logical grouping of your content. When coming up with the IA, you want to prioritize
the content that your supporters will be looking for, not what you think is exciting. Keep
in mind that you dont need a design mockup to come up with the IA because they
are two separate components of your site.
Wire frame
Think of a wireframe as the blueprint of how your
pages will be laid out. Creating a wireframe allows
you and your team to focus on the placement of
items on the page and not get caught up in the
look and feel.
Content & Design
When you come up with a design for your site
(based on the wireframe), make sure you tell your
story using engaging content and pictures and dont post more content just for the
sake of having more content. Your content/message and style (brand) should be
consistent across your website, social networks, and email campaigns. Create a
content calendar to help with planning/strategy, so you always have new and
engaging content on your site, and make sure its in-sync with your email calendar.
Quality Assurance (QA)
Make sure you QA the site before you launch it. Test the site on Macs/PCs and test it on
different browsers (Firefox, Safari, Internet Explorer). Check all of the content and
formatting on each page, click on all of the links, and test all of the forms. And makesure you get the appropriate signoff before you launch the site.
Metrics
Monitor the site traffic and track the progress using web analytic tools like Google
Analytics. The different metrics you can track include: visits, unique visitors, page views,
click paths, entry & exit pages, time spent on your site, search words, and AdWords.
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Home Page Example
The WWF does a good job of visually
telling their story and engaging
supporters on their home page. In
the top right corner, you can
donate, signup for email updates,
adopt animals, and take other
actions.
http://www.wwf.org
Landing Page Example
The Courage Campaign does a good
job of creating landing pages. On the
left side of the page is the copy with the
ask. On the right side is a video
further engaging the user, and
immediately below the video is the
form, where they only two required
fields are Name and Email Address
simple and to the point.
http://www.couragecampaign.org
Issue Page Example
The One campaign does a good job of
creating Issue pages. The first thing you
see on the top of the page is bold
betters and engaging imagery, and
then you see the paragraphs of copy.
In the main content area, the page
successfully describes the challenge
and the opportunity to act and create
change. On the right side of the page
are related quick facts, further adding
to the content. And just above the
copy, there are multiple ways to share
this page with your friends.
http://www.one.org
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Building an Email List
(Thanks to Roz Lemieux of Fission Strategy for some of this great content.)
Lists are more than just names on a spreadsheet or in a database. Lists are people who
care about your issues and show up to your events. Each one of them has something
unique to contribute, and they have their own networks that they can tap into. This
guide covers the basic organizational aspects of building a list.
Youll keep your supporters engaged by telling a story over time and by providing
updates throughout the narrative arc. Remember to be flexible when implementing
your plan, because things will happen that are out of your control.
First, think about what your goals and objectives are. Are you trying to reach a new
audience? Grow your current supporter demographic? Find more supporters in a
particular geographic area?
Second, you need to think about staffing and technology.
A. Staffing. In order to be successful, you have to put the time and resources intoexecution and monitoring your strategy. You might need at least one or two
people dedicated implementing your new media strategy.
B. Technology. As your list grows, you'll need smart technology to effectivelymanage it. Some things to look for in a technology platform include the ability to
send out segmented email blasts, create custom sign up forms on your site, and
run various reports.
Once you have the manpower and the tools to execute your plan, you can follow one
or more of these strategies to build your list:
Online Organizing
This is where your story comes into play. Your story should share the same narrative arc
in as many locations as you can effectively manage - email blasts, your website, and
social network sites should all carry the same elements of your organization's story - and
match the work you're doing offline as well. When your message is compelling, it won't
fall on deaf ears. Make sure to encourage supporters to tell-a-friend, to increase
momentum through word of mouth.
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Online Organizing Case Study: Defenders of Wildlife
Defenders of Wildlife manages an email list of 500,000, effectively using it to
fundraise, spur offline organizing, educate, and influence elections. Through
testing different strategies, they have determined a number of simple best
practices.
More info: http://www.box.net/shared/txvdzdfmex
Mobile Organizing
You can also grow your list via text messaging. The nature of text messages is unique
they are short and more importantly, they are immediate because everyone carries
their cell phone with them. You can also ask people to forward the text message: pls
fwd = please forward
Mobile Organizing Case Study: NARAL Txt4choice program
NARAL Pro-Choice America spent months building a list of 8,500 supporters who
opted in to receive text message alerts as part of its Txt4Choice program. Action
alerts hit a peak in the lead up to the election, with mobile-based action alerts,
call-in campaigns, and an on-the-fly candidate information service.
More info: http://www.e-benchmarksstudy.com/ (pg. 17)
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Modeling
If you have a particular list and youre not sure who is (and isnt) an active supporter,
modeling is a way to narrow it down. Take your list and do a short poll to a large
portion of the list to create the model of a typical supporter. Rank everyone on your
list based on this model and then focus on your active/event-going/donating
supporters based on your request. Give highly engaged supporters a higher ask.
Modeling Case Study: Obama for America/Blue State Digital
More than 13 million people provided their email addresses to the campaign via
the BSD-powered Web site. Over the course of the campaign, aides sent more
than 7,000 different messages, many of them targeted to specific donation levels
(people who gave less than $200, for example, or those who gave more than
$1,000). In addition to fundraising, modeled emails mobilized volunteer and
GOTV activity, and solidified the Senator's constituency in all fifty states.
More info:
http://www.bluestatedigital.com/casestudies/client/obama_for_america_2008/
Partnerships & Coalitions
Its always smart and strategic to partner with other organizations that have a similar
investment and passion in what youre fighting for. There is strength in numbers and you
can broaden your reach, and its a great way for each organization to pool their
resources to build their respective list.
Video
Creating a short, provocative video is another great way to build your list. Give
supporters an easy way to forward the video, and have a pre-selected checkbox (on
the same page) for them to signup for your updates.
Video Case Study: National Resources Defense Council
The NRDC Action Fund created a video to inform the public about proposed
laws that would allow for oil drilling in Alaska's Arctic National Wildlife Refuge. To
help spread the word and rally opposition, the organization produced a two-
minute advocacy video narrated by actor Robert Redford and posted it to the
Internet.
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More info: http://www.techsoup.org/learningcenter/internet/page5876.cfm
Merchandise Giveaways
Another list-building technique is to create a campaign around a limited item given to
the first X number of people to signup. Some things to give away include bumperstickers, yard signs, t-shirts and priority access to an event. This helps build your list and
depending on the action item, can also help get people out to your office/event. Think
about what will work best for your organization and supporters.
Merchandise Case Study: Chicago Public Radio
Chicago Public Radio offers premiums to constituents. These include chances to
win prizes by pledging a donation before a specified date. Baseball hats, tote
bags, CDs, DVDs and VIP passes for events are all up for grabs.
More info: http://www.convio.com/files/gd_fundraising.pdf
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Online Fundraising
(Thanks to Lauren Miller of Blue State Digital for some of this great content.)
According to the Pew Internet & American Life Project (April 2009 Survey), 75% of
people buy a product online, 57% bank online, and 19% make a donation to a charity
online. Although that last number is a little lower than what you might expect, were
going to run through different things you can do to maximize your online fundraising
initiatives.
So what does it take to raise money online? It takes a little bit of luck, a user friendly
website, passionate supporters to help you carry the message, and a solid theory of
change.
Before you can effectively raise money online, you need to make sure you are
organized internally. Online fundraising is about money, but its also about intense
internal cooperation. The Fundraising Dept, Field/Organizing Dept, and
Communications Dept all have a stake in making sure everything runs smoothly, and all
of the departments need to be on the same page so everyone is working towards thesame goal.
The Communications Dept and Field Dept can provide great stories for you to highlight,
and they can also assist with list building and fundraising asks. Its also important to
coordinate the fundraising initiatives across your different channels: new media, phone
banks, field, and direct mail.
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Building Your List
You can collect email addresses through petitions, pledges, donations, tell a friend
submissions, social networking sites, and other offline activities. Explore the possibility of
doing an email swap with an organization that has a similar mission and similar goals.
Know Your ListIts important to know where the people on your list came from. It may sound silly, but
its true not everyone on your list is the same. Do people on your list support your
overall work, or are they more concerned about a certain campaign or issue? Did they
previously donate money because of a certain campaign? Did a friend tell them
about your organization?
Once you know your list, you can segment it and tailor your message so you maximize
your interaction with supporters. Different ways to segment your list include: different
interests, donors v. non-donors, recent donors v. lapsed donors, average volunteer v.
super volunteer.
Tell Your Story
Tell your story by using voices and personalities from your organization. Be creative
whenever you can, and use both email and the web. Make sure you invite a
conversation with your supporters and ask them for their input, so they are a part of the
process and the solution, and always FOLLOW UP and provide supporters with updates.
Make Your Ask
Its not just about donating money, its about empowering supporters and providing a
way for them to take action. Set goals and deadlines, and be transparent when youre
asking for money. Let supporters know what you want to do (be specific), what itsgoing to cost, and what change will result from their donation. Start with a small ask
(e.g., $10 or $25) and after people donate, slightly increase the amount in the next ask
(later down the road).
Maximize Your Website
A key to online fundraising is making it as easy as
possible for supporters to donate (and to signup
for email updates). This means making sure your
website isnt cluttered and that the calls to
action are prominent. Sharing personal storieson the site is a great way to engage your
supporters. The content on your site should
match the content in your email campaign so
there is a consistent message.
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Donation Page
You want to make it as easy as possible for supporters to
donate, so make sure all of the information you need
them to fill out is on one page, and that the page is
organized in a sensible way. And ALWAYS thank
supporters after they donate. Create a thank you page
and give your supporters another ask to keep them
engaged. Dont forget THEY will decide when theyre
finished taking action on your behalf. Dont make that
decision for them always offer a next step!
Track & Engage
Make sure you stay on top of all of your initiatives and track the progress against your
goals. Segment your list and do A/B testing to help identify what works and what
doesnt work. When you do A/B testing, test one item at a time. Different things to test
include: subject line, sender, small graphics, the ask, length of the email, placement ofthe donation link.
Different types of metrics to look at include: open rate, click-through rate, average
donation, number of donations, increase in donation amount.
And most importantly, keep the conversation going by providing updates and action
items to your supporters. The last thing you want to do is loose energized supporters.
Additional Fundraising Methods
The following are additional methods you can employ to help with your fundraising
initiatives: splash page (home page takeover), name the fundraising campaign,feature personal stories, text-to-donate campaigns, match two donors and introduce
them to each other, dollar for dollar matching, and recurring donations.
Case Study: Oxfam America
In Nov. 2008, the economy was terrible and Oxfams appeal was generating
50% of last years total, even though the audience had grown by 50%.
Instead of continuing their standard end of the year appeal, they decided to
focus on a single problem, that 100 million more people went hungry in 2008,
and they decided to gave it a name: the Global Hunger Epidemic.
This is the strategy that they employed:
They conducted A/B testing with their emails. Email A referred to the
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financial crisis as a challenge in their work and Email B did not reference it. Email
B outperformed A, so they didnt mention the crisis in their appeals going
forward.
They set a public goal of raising $2m online by Dec 31 and promoted it in emailand web copy, and they also created a thermometer graphic to keep a visualtotal of their progress.
They created a short butpowerful video and included it
on all landing pages to help
reinforce the message.
By replacing an e-newsletterand a yearly giving appeal,
they were able to add two
appeals to the email calendar
without sending more messages
than the previous year.
In the very last email of theyear, they included a hint of
guilt-inducing language.
During December, they added a home page takeover, which was onlydisplayed once per visitor using cookies.
At the end of the campaign, all of their work paid off and they exceeded their goals.
They increased end-of-year giving by almost $200,000 over 2007 and brought in over
3,500 more donations.
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Online Organizing 101
Online organizing allows you to scale your actions, connect with people that you
couldnt visit in person, engage new audiences, and empower supporters to take
action in their own community.
It should be integrated into every corner of your organization because it complements
and improves fundraising, communications, and field work. Online organizing only goes
so far, so you need an offline connection in order to be successful.
People respond to online calls to action because youre tapping into something theyre
already interested in, and the best way to connect with them is visually by using
pictures and video. Make sure you include the sense of urgency that exists and explainthe meaningful change they can affect by getting involved and taking action.
This guide covers the basic organizational aspects of online organizing.
Internal Organization
The first thing you need to do is identify who has responsibility for new media initiatives.
How much time do they have to dedicate to it? Is there someone internally who can
be an ally? Figure out the best way to coordinate with other departments, and
develop an event calendar and organize around milestones and key dates.
WebsiteYour website is a reflection on you and your organization and you only get one chance
for a first impression. You dont want to loose energized supporters because they dont
know what you stand for or how to get involved.
When people visit your site, you dont want to loose the opportunity to communicate
with them again, so make sure you have a simple email signup form and that its in a
prominent place on your site. Its also a good idea to capture the supporters zip code,
which will help you later down the road when you want to segment your list by
geography.
You want to make sure that you organize the navigation and content so users can
easily find the information they need, and make sure you have a bio/about us/issues
section.
Pictures and photos are a great way to visually tell your story, so include them
whenever you can; it also helps to break up some of the content.
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Your call to action buttons (e.g., donate, volunteer, signup) should be prominent and
they should stand out on your site.
Promote your social network sites so users know what online communities you are part
of, and include ways for supporters to tell their friends about your site and your mission.
The WWF websitedoes a good job
of visually telling their story and
engaging supporters on their home
page. In the top right corner, you
can donate, signup for email
updates, adopt animals, and take
other actions.
http://www.wwf.org
The One campaign does a good job of
creating Issue pages. The first thing you
see on the top of the page is bold
betters and engaging imagery, and
then you see the paragraphs of copy.
In the main content area, the page
successfully describes the challenge
and the opportunity to act and create
change. On the right side of the page
are related quick facts, further adding
to the content. And just above the
copy, there are multiple ways to share
this page with your friends.
http://www.one.org
Its important to remember a couple of key points when youre putting together an
email blast.
The From line is the voice of your organization, so pick one or two people from your
organization to be your voice. They will be the ones who communicate with your
supporters on a regular basis.
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The subject line should be engaging, action-oriented, and specific. Users open their
email based on subject lines.
Just like having a clean website is important, the same is true for email blasts. You dont
want to have a lot of images cluttering up your email and taking away from your
content and your ask. You should have short paragraphs with a link to your landingpage.
Make sure the copy is conversational and that you only have one ask. If you put
multiple asks, youll split your success rate. And create an email calendar to help with
scheduling and planning.
The American Red Cross does a good job of putting
together effective emails. Theres a simple graphic in
the header, next to their logo. The first sentence
grabs you, This is the scariest. They provide a link
after a few short paragraphs, and they complement
the copy with a graphic on the right side of the email.
They tell you why theyre asking for money: to assist
people affected by the levees that broke, and their
ask is specific, Will you donate to the Disaster Relief
Fund?
Online Fundraising
Raising money online is about empowering
supporters and providing a way for them to
take action. Make sure you set goals and
deadlines. Be as transparent as possible when
asking for money, and explain where the money
will go.
Use personal stories whenever its possible and
make it as easy as possible for people to
donate. Dont create multiple step forms; put
everything on one page.
Amnesty International does a great job with their donation form because they tell you
what theyre going to put the money towards, and all of the information that they need
from supporters is on one page.
http://www.amnestyusa.org/donate
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Blogs
Blogging isnt about reciting/re-posting a press
release. Its about being engaging and thought
provoking. You want to share original content with
your readers, including relevant/topical information
from around the blogosphere. You want to give
readers a reason to return.
Dont forget to connect with other bloggers in the
community. Read and comment on other blogs and
participate in discussions.
If your content management system (CMS) cant
publish blogs, think about utilizing one of the free blog platforms out there. Some
options are: WordPress, Moveable Type, Blogger, and Tumblr.
Social Networking Sites
Social networking sites are great because
compared to a regular website, they allow for two-
way communication and collaboration. Another
advantage of social networks is that each person
has their own network of friends that you can tap
into, allowing you to exponentially grow your
volunteer base. Make sure you let people know
how they can get involved, and be super-
responsive to questions that are posted.
Two examples of organizations using social networking sites effectively are: (1) charity:
water on Facebook and (2) Amnesty International
on Twitter.
Both organizations are posting content that is
relevant and they are engaging their supporters
with questions and answers. They also use pictures
very well to help tell their story.
http://www.facebook.com/charitywater
http://twitter.com/amnesty
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Using Video
The great thing about video is that it has emotional bandwidth and an immense
capacity for storytelling. Dont worry about your video going viral because its like
becoming famous, no one has control over it. Instead, you should focus on your
content and your message. Put your time and energy into these two efforts and youll
have a great final product.
The three steps to making a quality video are: pre-production, production, and post-
production. Make sure you understand the process and plan accordingly.
The Signs of Hope & Change videois a
great example of a video that captures the
intensity and emotion of a campaign. The
video was created by the Obama
campaign and features footage and
photos from supporters across the county.Its a great way to engage supporters and
to give them an opportunity to express
themselves, but in the context of an
overriding theme/campaign.
Watch it here:
http://www.youtube.com/watch?v=EcRA2AZsR2Q
Metrics
Make sure you monitor your initiatives and track the progress against your goals. The
worst thing to do is spend time and energy on projects and not know if they had any
effect or impact. Dont be afraid to try new things and learn from your successes and
failures.
Here are some metrics to follow:
Website: visits, unique visitors, page views, search words
Email: open rate, click-through rate
Fundraising: avg. donation, number of donations
Blog: trackbacks, comments
Social network sites: number of members/new names, video/photo views, wall
comments
Video: views, comments
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Using Video
(Thanks to Quentin Kruger for some of this great content.)
Video has emotional bandwidth and an immense capacity for story telling, and its the
most empathetic non-live medium thats out there. It can bring your supporters to
places and events that they otherwise cant get to. This guide covers the
organizational aspects of using video effectively.
There are many different things that you can use video for: list building,
education/training, telling a story, sharing candidate bios, capturing energy and
excitement at events, introducing people to your organization, documenting egregiousacts by opposition groups, and receiving feedback from supporters in the form of video
responses.
Everyone wants their video to go viral but going viral is like becoming famous, no
one has control over it. Your video doesnt need to go viral for it to be successful. What
you should concentrate on is your content and your message in the video, and then
focus on the quality of views that you are receiving. Are you reaching your target
audience? And are they responding to your call to action?
Video sometimes gets a bad rap for being expensive, but thats because people dont
plan accordingly. You cant think about it at the last second and then wonder why itcosts so much. If you understand the process of making a quality video and plan
accordingly, then youll spend your money efficiently and youll produce a great video.
If youre new to shooting/producing videos, check out the glossary at the bottom of the
page for some common terms that are used.
Resources
Take stock of what internal resources you already have, including staff, equipment, and
software. Youll need to decide whos going to take the lead, and if you need to hire
someone, be specific about your goals. Going back to the earlier point, if you build
video into your overall operation and fund it from the beginning, your Return onInvestment will be greater.
Strategy & Message
Define your goal for the video. Do you want to use it: to ask people to make a
donation, or to encourage people to sign-up for an event/offline action, or for list
building? Depending on your message and the ask, think about how you can
integrate the video into other social media channels.
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Make sure you know your audience and what moves them. The worst thing would be
to spend all that time and money and have the video fall flat on the floor because it
doesnt connect with your supporters and what they care about. When youre putting
together the message, weave together your organizational and community narrative
to help generate momentum.
List-Building Example
MoveOn created a video where you
could customize it and send it to your
friends. On the form, they pre-
populated the Keep me posted via
email updates checkbox. This video
had very high production costs, so
most organizations cant duplicate it,
but the idea is whats important:
create something people will want toforward to their friends; make it easy
for them to forward it; and make it
easy for them to signup for updates.
Event Signup Example
Organizing for America created a signup
page asking people to commit to attending
at least one meeting during the month of
August. The only two required fields on the
form are Name and Email Address.
Donation Example
The Courage Campaign created this
donation form where they put their copy
(including the ask) on the left, their video
(that visually engages their users) on the
right, and the form fields below everything
(where they ask for billing info AND email
address).
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before you show the final cut to your boss or colleagues, make sure it meets the goals
of the project.
Track & Engage
Once you post your video, dont forget to monitor the number of views and track the
progress. Listen to feedback, read the comments, and watch video responses. Andmost importantly, keep the conversation going with updates and action items.
Glossary of Terms
DTC (direct to camera)
Speakers head and shoulders are filmed while they are looking directly at the camera.
The intent is to provide a sense of an eye to eye connection with the viewer.
B-RollFootage used to cover up holes in a shot. By using B-roll, the editor has the option to
cut away from a boring shot to something relevant and perhaps more interesting.
SD (Standard Definition)
Has an acceptable amount of visual detail and richness. Usually the preference if you
are not editing using higher end equipment.
HD (High Definition)
Has a greater amount of visual detail and richness. Requires large & fast storage (hard
drives), large amounts of memory (RAM), and a fast processor.
Compression/Encoding
Process that allows you to take a larger, higher quality video file and reduce it in size to
a smaller file that can be easily transmitted across the Internet.
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Crea ting an Online Stra tegy
Worksheet(Beg inner Leve l)
Spend 5 minutes thinking o f an up c om ing camp a ign tha t your orga niza tion is c onsidering . Spend 15 minutes wa lking through the wo rkshee t, thinking outside o f the box as muc h a s
possible, unc onstrained by resourc es or c urrent o rganiza tiona l struc tures.
Pair up with a p a rtner and spe nd 10 minutes talking ab out your ca mp a ign a nd wa lkingthroug h the idea s you brainstormed. Allow yo ur partner 10 minutes to g ive you feedbac k,
then switch (a ga in ta king 10 minutes to talk about the c am paign a nd 10 minutes for
pa rtner feedb ac k).
Take your pa rtne r's fee dbac k and re-visit the w orksheet . Spend 15 minute s thinkingthroug h your brainstorm a nd your pa rtner's feedbac k, in the c onte xt of your current
orga niza tiona l resource s/ limitat ions. Ed it wha t you b ra instormed in orde r to c rea te a
c ohesive, coherent o rga nizationa l c am pa ign.
Desc ribe the c am pa ign you a re thinking of launching:
1. What is the mo ment tha t you a re c ap italizing on? How is it timely/relevant to e xisting a ndpote ntial supporters? How does it tie into the la rge r narra tive tha t your organiza tion is
weaving? What kinds of co ntent ca n you ad d/ solic it to make the ca mp a ign vivid?
2. What is your c entral ask? How do you c om bine crisis and o pportunity to grab your
aud ienc e? What is the theory of cha nge tha t underlies the c am pa ign?
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3. How will you spread the w ord about your camp aign? Wha t assets do you alrea dy ha ve?
What do you need ? Who c an you pa rtner with? Who a re your p rima ry targe ts?
4. How w ill you t rac k your work in order to lea rn from it? What kind s of m et rics will you use to
ind ica te whether the c amp a ign is suc c essful? What s next, a fter this c amp a ign, tha t you
c an lead your supp orters tow ard?
After partner feedb ac k:
Moment:
Ask:
Promotion:
Trac king:
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Page1of2
CreatinganOnline
Strategy(IntermediateLevel)
(ThankstoEchoDittoforsomeofthisgreatcontent.)Whenyoureputtingtogetheranonlinestrategy,youwanttomakesureyouthinkthroughyour
campaignfromthebeginningtotheend,soyouavoidanypotentialpitfallsandsoyoudontwasteyour
timeandenergy. Ifyoucanteffectivelyarticulateyourtheoryofchangeandthereasonforlaunching
thecampaign,thenyouneedtokeepbrainstormingandstrategizing. Anotherkeycomponentistoalso
identifyallofthepossiblecollaboratorsandallieswhocanhelpyouwithyourcampaign.
Tosomedegree,youalreadyknowhowto:createuserfriendlydesigns;updateyourwebsiteandblog;
sharecontent
on
social
network
sites;
collect
addresses
and
send
blasts;
and
create
online
toolsets(e.g.,tellafriend,lettertotheeditor). Nowyouwanttobringallofthepiecestogether,be
morestrategicwithyouronlineresources,andsustainonlineengagement.
Thisguidecoverstheorganizationalaspectsofcreatinganonlinestrategyattheintermediatelevel.
ChooseYourMomentWhenyouchooseyourmoment,makesureitstimelyandrelevanttoyoursupporters. Isitpartofyour
largercampaignnarrative? Isitwordofmouthready? Doyouhaverichcontentthatyoucanuse(e.g.,
photos,videos,personalstories)?
CreateYourAskYouraskisrootedincrisitunity(crisis+opportunity)andtheoryofchange. Thecrisisisthatsomething
badishappeningorisgoingtohappen,andtheopportunityisthatyoucandosomethingtopreventit.
Thetheoryofchangeisthatbyactingnow,thisishowyouwillcreatethechangeyouwanttosee.
Whenyoucreateyourask,onlycomeupwithone. Youwanttokeepitassimpleaspossiblesoyou
dontconfusepeople.
Whatstherealworldimpact? Whatareyouinternalgoalsandyourpublicgoals?
PostIt&PromoteItOnceyouraskisfinalized,publicizeitoverasmanydistributionchannelsasyoucan. Therearemany
differentwaysyoucanpromoteyourask,byusingyourownassetsandleveragingothers.
Yourownassetsincludeyouremaillists,blog,website,socialnetworkingsites,andvideo. Earnedmedia
includestraditionalPRactivitiesandoutreachtobloggers. Paidmediaincludestargeted
search/contextualads,blogads,andbannerads. Partnershipsincludeemailswaps,blogarticles,and
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crosslinking(fromallywebsites). Grassrootsincludesresearchfollowedbyoutreachtorelatedonline
groupsandcommunities.
CaseStudy:CourageCampaignAfterProp8passedinCalifornia,the
CourageCampaign
recognized
their
momentandtheywantedtotake
advantageofitbymobilizingpeopleto
overturnProp8. Theirassetsincluded:
adeepskillinstorytelling,good
technologyinfrastructure,andanimble
staff. Theearnedmediatheyreceived
wastherecognizedmomentanda
powerfulvideotheyproducedthat
receivedalotofmediahits. Theydidntpurchaseanyadbuysorotheradvertising. They
partneredwith
MoveOn
and
the
LGBT
blogosphere
to
help
spread
the
word.
Their
grassroots
initiativesincludedmobilizinggayandstraightsupporterswithofflineevents,includingCamp
Couragetrainingsanddistributedralliesacrossthestate.
http://www.couragecampaign.org/equalityhub
Track&EngageMakesureyoumonitoryourinitiativesandtracktheprogressagainstyourgoals. Theworstthingtodo
isspendtimeandenergyonprojectsandnotknowiftheyhadanyeffectorimpact. Dontbeafraidto
trynewthingsandlearnfromyoursuccessesandfailures.
Herearesomemetricstofollow:
Website:visits,uniquevisitors,pageviews,searchwords
Email:openrate,clickthroughrate
Blog:trackbacks,comments
Socialnetworksites:numberofmembers/newnames,video/photoviews,wallcommentsVideo:views,comments
Remembertokeeptheconversationgoingbyprovidingupdatesandpersonalstories,andmakesureto
usephotos&videoswheneveryoucan. Letpeopleknowhowtheirindividualactionisapartofa
collectiveaction,andasacollectivegroup,thatshowyouremakingprogresstowardsyourgoal. Alot
ofpeoplewhoownasmallpieceofthecampaigncangrowitintosomethinghuge. Whenyoure
providingtheupdates,givethenextaskoractionitem(tellafriend,donate,volunteer).
Youalwayswanttobethinkingonestepaheadsoyoucananswerthequestion,Whatsnext?