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Breaking Through: Get Parents and Other Busy People To Take Action!

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In an increasingly noisy world, we all face a big challenge in making sure our messages are clearly heard. In this session, Anita Jackson talked about how to effectively use social media strategies to complement your movement building work. She talked about which tools help you reach your goals, how to find the audiences you seek, and how to leverage your limited capacity for the greatest impact.

Publié dans : Direction et management
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Breaking Through: Get Parents and Other Busy People To Take Action!

  1. 1. Breaking Through: Get Parents & Other Busy People to Take Action Anita Sarah Jackson, JD Director of Social Media Strategy, MomsRising.org @Anita_Sarah MomsRising.org MamásConPoder.org
  2. 2. Policy Priorities • Early Learning / Child Care • Paid Family Leave • Paid Sick Days • Equal Pay • Health Care • MomsVote • Food Justice
  3. 3. Together We’re Stronger
  4. 4. Two Big Barriers Now you want me to write a letter?
  5. 5. Five Key Principles: 1. Stay nimble and responsive 2. Constantly test 3. Maintain the dialogue 4. Open as many engagement avenues as possible 5. Don’t forget joy and fun!
  6. 6. Testing &Experimentation Some projects soar!
  7. 7. Testing & Experimentation Some projects get “Joyful Funerals.”
  8. 8. The Recipe for “Layer Cake” Organizing – Make YOUR Cake!
  9. 9. 1. Synergistic Collaboration: Aligned Organizations & Policy Partners Identify issue-experts who can advise on strategy, timing, targeting, and effective messaging.
  10. 10. 2. One-Click Member Advocacy Citizen engagement supported by technology. Fast action that will have an impact.
  11. 11. 3. Grassroots Stories!
  12. 12. - The MomsRising Stories Program -
  13. 13. Create an item that is a proxy for those who can’t be there in person that on-the-ground leaders can deliver to leaders. These can include member messages, stories, and more that were collected online to represent those who can’t be there in-person with leaders. This amplifies member voices. This often gets more media attention than people. 4. “Citizen Presence/Member Voice” Proxy Apple-O-Grams with member messages for leaders
  14. 14. 5. On-The-Ground Engagement
  15. 15. 6. Amplifying On-The-Ground Actions with Online Engagement Members also provide same-day, online, e-mail, phone, Twitter, and Facebook back up for on-the- ground deliveries and activities.
  16. 16. 7. Traditional Media Outreach Educate and broaden the audience and amplify pressure on leadership.
  17. 17. 8. New Media Blogs, Twitter, Facebook, and more. Using modern communication technologies to break through and be heard.
  18. 18. 9. Growing a Movement, Testing New Technologies & Rapid Response T
  19. 19. From Grassroots to Grasstops: Having a Powerful Impact
  20. 20. Key Lessons Learned • Provide multiple ways to engage • Collaborate • Be creative and experiment • Honor busy lives and intelligence • Utilize metrics to keep the organization on track with goals • Be ready to act fast and to learn from experience • Quickly cut programs that aren’t proving highly effective • Keep it fun!
  21. 21. Thank You