30-minute session for college students at an annual leadership conference

1. How to Use
Digital Media
in Your Campaign
Mary Joyce | Students United! Conference | April 15, 2011

2. 5 Steps
1: Listen
2: Plan
3: Inform
4: Mobilize
5: Fundraise
... and Repeat

3. 1) Listen
Why?: Know the
situation, find allies
NGO web sites & blogs
News articles
Twitter
Personal contacts

4. 2) Plan
Why?: Don’t just act, be
strategic!
Recruit core team
Decide on goal
Determine audience
Develop messages
Choose media
Create action plan

5. 3) Inform
Why?: So your audience
knows and cares
enough to be mobilized
Tell your audience(s)
about your issue
Use media they pay
attention to
Use humor, emotion,
and surprising facts to
catch their attention

6. 4) Mobilize
Why?: So supporters will
take action with you
Tell your audience
exactly what you want
them to do, where,
when, and why
Audience > supporters
when they take action
Match task to
commitment level

7. 5) Fundraise
Why?: To increase
campaign resources
This is not necessary
for every campaign
For reasons of
credibility, you can
only request funds
after your campaign
has begun

8. ...and repeat
Why?: Achieving your
goal means longterm
commitment
Make sure you review
past actions for
“pluses” and “deltas”
The more activism
your do, the savvier
you will become.

9. Activity
INSTRUCTIONS:
1: Listen
Break into groups
2: Plan
Receive a tool
assignment from Mary 3: Inform
Determine which of 4: Mobilize
the 5 steps you could
use that tool for and 5: Fundraise
be able to say WHY

10. Thanks!
Web Site: www.meta-
activism.org
Twitter: Mary_Joyce
Image Sources (Flickr):
CarbonNYC, Alaskan
Dude, avidd, adactio,
Hans_van_Rijnberk,
Jeff Belmonte