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.
Policy Priorities
• Early Learning / Child Care
• Paid Family Leave
• Paid Sick Days
• Equal Pay
• Health Care
• MomsVote
• Food Justice

3.
Together We’re Stronger

4.
Two Big Barriers Now you want
me to write a
letter?

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.
Testing &Experimentation
Some
projects
soar!

7.
Testing & Experimentation
Some projects
get “Joyful
Funerals.”

8.
The Recipe for “Layer Cake”
Organizing – Make YOUR Cake!

9.
1. Synergistic Collaboration:
Aligned Organizations & Policy Partners
Identify issue-experts who can advise
on strategy, timing, targeting, and
effective messaging.

10.
2. One-Click Member Advocacy
Citizen engagement supported by
technology. Fast action that will
have an impact.

11.
3. Grassroots Stories!

12.
- The MomsRising Stories Program -

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.
5. On-The-Ground Engagement

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.
7. Traditional Media Outreach
Educate and broaden the audience and
amplify pressure on leadership.

17.
8. New Media
Blogs, Twitter, Facebook, and more. Using modern communication
technologies to break through and be heard.

18.
9. Growing a Movement, Testing New
Technologies & Rapid Response
T

19.
From Grassroots to Grasstops: Having a Powerful Impact

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.
Thank You