Web Form Automation for Bonterra Impact Management (fka Social Solutions Apri...
Online Organizing: Strategy for building your ladder of engagement
1. Online Organizing 101
FOOD & WATER WATCH
Meredith Begin
Organizer, Education & Outreach
Food & Water Watch
p) 202-683-2537
f) 202-683-2538
c) 202-449-0401
mbegin@fwwatch.org
http://www.foodandwaterwatch.org
2. Know Your Target
Do they respond to emails?
Who answers the phone, when and
do they have a voicemail?
Are they on Twitter?
Are they on Facebook?
How else can
you reach them?
3. Know your audience
• Surveys, questionnaire
• “Listen” on social media
• Track your data
• Tag actions
• Create groups
• Set up queries and reports
4. Use tags or groups to
segment list for more targeted
ask
Example: Why does your supporter ride?
• Environment
• Recreation
• Fitness
• Efficiency
• Inexpensive
Send the email that is most compelling for that supporter
5. Every email should…
• Have an action; and only one
• Be trackable
• Be compelling, tell a story
• Convey Theory of Change
• Provide a way to unsubscribe
6. • Sign a petition
Actions! • RSVP to an event
• Social media:
An action is a
• “Like” or “Follow”
tactic.
Doing what you can with
• Share
what you have. • Twitter campaign
• Facebook blitz
• Email your legislator
• Tell friends to take action
• Make a donation/become a
member
• Do something offline
7. Ladder of Engagement
Goals: - Increase commitment to
organization’s goals and
campaigns
- Create offline leaders that can
organize and build grassroots
efforts in their own communities
Start with an easy ask,
How: then ask the people that
do that to do something a
little more difficult. Repeat.
8. Real Life
Example
Tools:
Email and advocacy
software:
Salsa Labs • Long-term goal: Stop expansion of untested,
http://www.salsalabs.com/ unlabeled, potentially dangerous genetically
engineered foods
Text message and phone • Intermediate goal: Stop GE sweet corn from
service:
being planted this spring
Mobile Commons
http://www.mobilecommons.c • Short-term goal: Grocery stores to agree
om/ that they will not sell GE sweet corn
• Target: Walmart, largest grocery store chain
Facebook, Twitter in the United States
• Our supporters:
• Approx. 350,000 email subscribers
• Approx. 3,000 text message subscribers
• Approx. 30,000 FacebookLikers
9. Tactics:
• Petition (online or offline)
• Welcome emails!
• Questionnaire
• Social media (Walsanto)
• Petition delivery
• Call-in day
• Nationwide Day of Action
• Virtual Rally
13. Welcome Emails
With new petition
signers, send a
welcome email!
• Questionnaire
• Get to know
supporter
• Supporter feels
engaged
14. Sign up to Host a
Call-in Day!
•Auto-responses
•Toolkit
•Flyers
•Conference Call
•Tags, groups, queries
•Regional organizer follow-
up
15. Call Walmart Day of Action
Tracking:
•Challenges
•Solutions
1. Field organizers and volunteers
2. Email alert
3. Coalition partners
4. Facebook
5. Text message
17. More actions!
Petition Delivery
WalmartStore Action
Virtual Rally
Rule violation: inactives get an option to share,
call, attend virtual rally
Follow-up:
• To hosts
• Second and third attempts
Last attempt Call-in Day
Campaign wrap-up: Did we win?
19. Online Organizing 101
FOOD & WATER WATCH
Meredith Begin
Organizer, Education & Outreach
Food & Water Watch
p) 202-683-2537
f) 202-683-2538
c) 202-449-0401
mbegin@fwwatch.org
http://www.foodandwaterwatch.org
20. Food & Water Watch
• ~52% of list was “active” within the last 6
months
Metric FWW 2011 Average M+R Benchmark
(Environment)
Open rate 18.1% 17%
Click-through rate 5.2% 2.7%
Unsubscribe rate 2.1% 0.28%
Notes de l'éditeur
Annual supporter surveyQuestionnaire as part of a welcome seriesInclude a question in each action – many supporters that really trust you might not read your emails too carefully so they may not see an extra question if it is not mandatory. Making fields mandatory reduces response rate.What are people saying about you on social media?What are people saying about your issues on social media?What do people respond to?You need to track your data so that you know what people like hearing about and what they don’t want to hear about. You can segment your lists based on proven interest.For example, I created the group “FR 0511 Actions” or a tag that you add to every action having to do with fracking. You could tag 1) community 2)
1) What is the point of sending the email if you’re not providing the end user with something to do?Having multiple actions a) splits the actions so only have half the results and b) lowers action rate when supporters are forced to make a decision