NMTI Packet

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


IntegratingSocialMediaIntoAdvocacyCampaigns


4:00PM6:00PMDevelopingSocialMediaPlansforYour

Organization


DevelopingSocialMediaPlansforYourOrganization


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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2

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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3

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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4

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

[email protected]

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

Email

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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CreatinganOnline

Strategy(IntermediateLevel)

(ThankstoEchoDittoforsomeofthisgreatcontent.)Whenyoureputtingtogetheranonlinestrategy,youwanttomakesureyouthinkthroughyour

campaignfromthebeginningtotheend,soyouavoidanypotentialpitfallsandsoyoudontwasteyour

timeandenergy. Ifyoucanteffectivelyarticulateyourtheoryofchangeandthereasonforlaunching

thecampaign,thenyouneedtokeepbrainstormingandstrategizing. Anotherkeycomponentistoalso

identifyallofthepossiblecollaboratorsandallieswhocanhelpyouwithyourcampaign.

Tosomedegree,youalreadyknowhowto:createuserfriendlydesigns;updateyourwebsiteandblog;

sharecontent

on

social

network

sites;

collect

email

addresses

and

send

email

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?

Documents

NMTI Packet