Community Organizers Take on Marriage Equality

Manhattan Young DemocratsFriday, August 7, 20092009 YDA Convention

What are we going to talk about?

• MYD’s campaign:

• New Yorkers for Marriage Equality

• How your chapter can help pass marriage equality in your state…

First: What’s Up In Your Org?

• What is the consensus of your membership re: Marriage Equality? (two ways to move fwd)

– Entire Org Effort

– Caucus or Sub Group Effort

Research

• History of Marriage Equality efforts in your state

• Current Whip Count:

– Governor

– Legislators

– Influential Orgs

• Unions

• Progressive Lobbying Orgs

• Etc

Coalition Building• Identify Potential Partners

– LGBT Orgs• Local

• State (see hrc.org directory)

• National - HRC, Stonewall Dems, Lamda Legal, Log Cabin (!)

- Regional/State rep or steering committee

– ACLU (State Chapter – visit aclu.org for info)

– Other YDA Chapters in state

– Dem/College/Youth Orgs

– Fundraisers, Ideologically Aligned Media

Assess Strengths + Weakness

(Of Your Coalition)

STRENGTHS

• Lobbying Power, Government Contacts

• Field Expertise

• New Media

• Press Outreach/Contacts

Assess Strengths + Weakness

WEAKNESSES

• Lobbying Power, Government Contacts

– Financial/Influence Interests

• Geographic Presence

• Demographic Scope

• Incompetence

• Landmines

Action Campaign

• Specific Action Item – like a bill, an election, not just “Gay Rights”

• Target? – Who?

– What? Full Marriage, Civil Unions, Etc

– We Did: State Senate

• Method?– We Did: Constituency Activation

Planning: Strategy & Communications

• Branding/Marketing

• Simple Focus

• Messaging/Communications Outreach, Earned Media

• Timing & Timeline

• Measures of Success

Planning: Build Your Team

• Lean on your Coalition

• Determine Responsibilities within Coalition

• Obtain Time Commitments!

• Intercommunication/Synchronicity

MYD’s Team for NY Equality

AlPresident

ChasCreative & Tech

BethCommunications

EmmyNew Media

JulieSocial Media

AndrewCommunications

GloriaSocial Media

ShannonVideo

TaylorPride Parade

Planning: New Media

• Site Design

• Simplicity

• Domain Name

• Install Google Analtyics (It’s FREE!)

• http://newyorkequality.com

Planning: Demopolis

• What kind of call to action will you use? NYers for Marriage Equality: Letters & Calls

• How will you configure it?

Planning: Communications

• Write press releases for major events, including campaign launch (email comm@gomyd.com for samples)

• How to spin your story to get it picked up

• Send the press releases to MSM, blogs, etc.

• Hit issue-related media & blogs (e.g. Change.org, Towelroad, HRC blogs)

• Get creative: Perez Hilton helped out MYD

Planning: Facebook

• Set up a fan page (Why not a group?)

• Branding same as site• How often should you

status update?• What kind of content

should you post?• Suggest to friends” to

grow your network

Planning: Twitter• Choose your hashtag. Less

characters is better: #nyequality

• Build a following for your account & hashtag

• Use your chapter’s account• Hootsuite.com• More questions on how to

use twitter? Email social@gomyd.com

Planning: Other Social Media Tactics

• Comment seeding• Reach out to other facebook fan pages, groups,

communities• Communicate with other activists who focus on

your issue using Twitter• Post to email lists• Use your network to get the word out – you’ll be

surprised how much friends & former employers will help out (CNN, DailyKos, etc.)

How to Use Your Connections to Elected Officials

• Press Release/Conference

• Media Favors/Contacts• Event Co-Participation– Marches/Rallies– Letter Delivery

Planning is Done: It’s Launch Time

• Hit all your messaging and contacts on the first day– What worked for MYD

• Press release• Keep using your network of contacts to your

advantage, “after the splash”• Use analytics, tracking and feedback to see

how you are doing

Keeping it going and ROI• Blog/Newsletter Support

– React to News• News stories posted to

Facebook• Releases for major events• Continue to grow your

Facebook page• Use your twitter hashtag.• Show up at (& promote)

events related to your issue.

What’s Next for #nyequality?

• “Take the Pledge” (in production now)• An additional round of action if bill comes to a

vote in September• If not this year, we’ll be back at it for the 2010

legislative session.

How can your chapter help?

• In New York State?– Join our alliance– Direct your members to

http://newyorkequality.com• Not in New York? Start your own campaign!

Reach out to other local YDA chapters, HRC, your state’s ACLU chapter, Courage Campaign and others for partnerships.

Thanks!

Questions?• Al: president@gomyd.com• Chas: creative@gomyd.com• Emmy: newmedia@gomyd.com• Julie: social@gomyd.com

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