Building Narrative Power - 21 Digital Strategy Tips for Community Organizing
1. B U I L D I N G N A R R AT I V E P O W E R - C C I S C O / P I C O N AT I O N A L N E T W O R K
2 1 D I G I TA L S T R AT E G Y T I P S F O R
COMMUNITY ORGANIZING
2. 1. Digital and Communications strategy should be seen as
central to any organizing strategy today
T H I S M U S T B E A D E E P PA R T O F Y O U R O R G A N I Z AT I O N A L C U LT U R E :
FROM FRAMING, TO YOUR WEBSITE, THROUGH PR, AND HOW YOU
TELL YOUR OWN STORY ON SOCIAL MEDIA AND WITH CONTENT
C U R AT I O N
3. 2. Use the Story Based Strategy Centers “Battle of the
Story” and Center for Media Justice templates and trainings
to develop framing with leaders, clergy and organizers
–JOHNNY APPLESEED
4. 3 . C R E AT E C L E A R , A S P I R AT I O N A L ,
FA I T H I N S P I R E D M E S S A G I N G
AND IMAGES
5. 4 . T E S T C A M PA I G N L A N G U A G E W I T H
L E A D E R S , C L E R G Y A N D M E D I A C O N TA C T S
6. 5 . P U T L E A D E R S S T O R I E S AT T H E
C E N T E R O F C A M PA I G N S , S O C I A L
MEDIA AND YOUR WEBSITE
7. 6. GROW YOUR SOCIAL MEDIA
P R E S E N C E S T E A D I LY O V E R T I M E
E S P E C I A L LY O N : F A C E B O O K , T W I T T E R , I N S TA G R A M A N D L I N K E D I N
8. 7 . P H O T O S W I L L A L W AY S
BE THE MOST POPULAR
T H I N G T H AT Y O U S H A R E
• A Good formula is :
• Always lead with the right
photo
• Add text - translate
• Add tiny url for more in
depth story after text
• Tag public figures,
organizations and leaders in
the post and photo
9. 8. PUBLISH YOUR
REPORTS AND
TRAININGS ONLINE
USING:
• ibooks author, kindle
• Slide Share
• ISSUU or
• Scribd
10. 9. VISUALIZE
Y O U R D ATA
• Using platforms like:
• Keynote, ibooks
• Picktochart
• Blackbaud
• visual.ly
11. 10. DON’T NEGLECT
THE EMAIL AND
T U R N O U T F LY E R S
• Understand how the
digital divide exists in the
communities you live and
work in
• Make sure your email
blasts and website are
mobile compatible
• Also consider using text
messaging for turnout
12. 11. SEND PRESS
RELEASE USING
M U LT I P L E C H A N N E L S
• Email
• Call Assignment desks and
reporters personally
• Tweet reporters and
newsrooms
13. 12. DOCUMENT
YOUR ACTIONS TO
TELL YOUR STORY
• Photography is the most
important
• Record the audio of the
action to pull quotes for
the photographs
• Film and Live stream if
possible - most labor
intensive for least return
14. 13. INSERT YOUR MESSAGE AS
A C E N T R A L PA R T O F T H E A C T I O N
15. 14. TELL THE STORY OF THE ACTION
W I T H P H O T O G R A P H Y T H AT S H O W S
EMOTION
16.
17. 15. SEND POST ACTION PRESS
R E L E A S E T O A D V A N C E T H E N A R R AT I V E
18. 16. LEARN
DESIGN HACKS
• Learn to use simple design
tools and photo editing for
non-designers
• Keynote, Haiku Deck
• Apps: Pic Stitch, Camera+,
Over, Snapseed, Phoster,
Photoshop
19. 1 7 . C U R AT E Y O U R C O N T E N T B Y
C A M PA I G N F O R M E D I A A N D F U N D E R S
20. 18. REBEL MOUSE IS YOUR FRIEND
A U T O M AT I C A L LY U P D AT I N G Y O U R S I T E W I T H
E V E R Y S O C I A L M E D I A U P D AT E Y O U M A K E
21. 1 9 . B U I L D A W E B S I T E T H AT B R I N G S I T A L L
TOGETHER: STORY CENTERED, SOCIAL,
C A M PA I G N B A S E D , A N D F O R L I S T B U I L D I N G
22. 20. RECOGNIZE THE CLEAR CONNECTION BETWEEN
D I G I TA L S T R AT E G Y A N D O N L I N E F U N D R A I S I N G + M A K E
I T E A S Y T O D O N AT E O N Y O U R S I T E
23. 21. DESIGN DYNAMIC END OF YEAR
REPORTS AS INFOGRAPHICS, VIDEOS
OR EBOOKS
24. Stories are everywhere around you,
just be creative!
and pay attention to the details… !
here’s one last example
25. “Getting ready to get out the vote from Richmond Bethlehem
Missionary Baptist Church”