Digital campaigns can take many forms. Advocating for policy change, fundraising for your nonprofit, building awareness around a public health issue, or mobilizing people to participate in global day of action. Regardless of your mission, community organizing can help you build and grow your movement. Join us for a session breaking down the key principles of organizing with practical applications of how you can leverage tech to scale your campaign and stories of folks who've seen it work! The workshop will was led by Organizers: Nikki Batchelor Lena Ellingboe

1. MAKE THE MOST OF YOUR !
DIGITAL CAMPAIGN
#nblive
@nikkisbatchelor
@lenaellingboe
@juansvas

2. Tools + Strategy for organizing and growing your community.

3. GOALS OF THE WORKSHOP
1. Learn the difference between organizing and mass
marketing
!
2. Understand the key principles of organizing
!
3. Demonstrate how organizing can help with digital
campaigns and days of action

4. Title Text
Title Text
WHAT MODEL(S) ARE YOU WORKING FROM?
MASS
MARKETING
COMMUNITY
ORGANIZING
1. Organizational “Asks”
2. Focus on List Building
3. The Goal is Brand Loyalty
1. Peer to peer“Asks”
2. Focus on Relationships
3. The Goal is Empowerment

5. -
PRINCIPLES OF ORGANIZING:
1. Put relationships at the center.!
!
2. Create various paths for taking action.!
!
3. Empower leaders at different levels.!

6. 1. PUT RELATIONSHIPS AT THE CENTER.

7. 1. PUT RELATIONSHIPS AT THE CENTER.
Understand who your supporters are: ! !
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Demographic data
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Contact information
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + History of activity !
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Social media
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Expressed preferences

8. 2. CREATE VARIOUS PATHS FOR TAKING ACTION.

9. 2. CREATE VARIOUS PATHS FOR TAKING ACTION.
Donate
Donate
Donate
Donate
Attend Event Retweet
Volunteer for an Event
Recruit other Volunteers
Host and Event
Social Media
Ambassador
Chapter Leader

10. 3. EMPOWER LEADERS AT DIFFERENT LEVELS.

11. 3. EMPOWER LEADERS AT DIFFERENT LEVELS.
Examples: !Social Media Ambassadors
User-submitted events
! ! ! ! ! #GivingTuesday squads

12. BUILDING AN AWARENESS
CAMPAIGN:!
GROWING AND AMPLIFYING YOUR
MOVEMENT
MOBILIZING AROUND A DAY OF
ACTION:!
FACILITATING IN PERSON COMMUNITY
BUILDING
JUMPSTARTING A FUNDRAISING
CAMPAIGN:!
BUILDING ON PERSONAL RELATIONSHIPS
DEEPENING AN ADVOCACY
CAMPAIGN:!
MOVING FROM PASSIVE TO MEANINGFUL
ENGAGEMENT
DIGITAL CAMPAIGNS

13. 1) BUILDING AN AWARENESS CAMPAIGN:
GROWING AND AMPLIFYING YOUR MOVEMENT
http://www.united4la.org/
http://www.thepinkagenda.org/

14. Find your social !
influencers
Ask them to spread!
the word
Consolidate your !
data
BUILDING AN AWARENESS CAMPAIGN:!
GROWING AND AMPLIFYING YOUR MOVEMENT

15. VIDEO: CONSOLIDATE YOUR DATA

16. VIDEO: IDENTIFY SOCIAL INFLUENCERS

17. SPREAD THE WORD

18. 2) DEEPENING AN ADVOCACY CAMPAIGN:
MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT
nationbuilder.com/oaktree nationbuilder.com/genun

19. Make clear asks
and empower
people to take
action
Track activity and !
identify potential!
leaders
Define your!
engagement ladder
DEEPENING AN ADVOCACY CAMPAIGN:
MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT

20. DEFINE YOUR ENGAGEMENT LADDER

21. MAKE CLEAR ASKS AND EMPOWER PEOPLE

22. TRACK ACTIVITY AND IDENTIFY POTENTIAL LEADERS

23. 3) MOBILIZING AROUND A DAY OF ACTION:
FACILITATING IN PERSON COMMUNITY BUILDING
nationbuilder.com/food_day
http://www.gysd.org/

24. Give them tools to !
organize on the !
ground
Build a local !
community
Use location data !
to map your people
MOBILIZING AROUND A DAY OF ACTION:
FACILITATING IN PERSON COMMUNITY BUILDING

25. VIDEO: MAP YOUR PEOPLE

26. PROVIDE TOOLS TO ORGANIZE ON THE GROUND

27. Chapter name
Chapter name
Main Chapter
name
Chapter name
Chapter name
BUILD LOCAL COMMUNITY

28. 4) JUMPSTARTING A FUNDRAISING CAMPAIGN:
BUILDING ON PERSONAL RELATIONSHIPS
http://nationbuilder.com/meridian_hill_pictures http://www.beaglefreedomproject.org/

29. Set up fundraising !
infrastructure
Personalize !
fundraising requests
Consolidate data to !
identify potential !
donors
JUMPSTARTING A FUNDRAISING CAMPAIGNS:
BUILDING ON PERSONAL RELATIONSHIPS

30. NAME AMOUNT TRACKING CODE DATE
Donation History IMPORT DONATIONS EXPORT DONATIONS
Mike Fisher $120 novfund01 Nov 12, 2015
Lauren Cooper $75 octfund02 Oct 10, 2015
John Doe $100 octfund01 Oct 08, 2015
CONSOLIDATE DONOR DATA

31. SET-UP FUNDRAISING INFRASTRUCTURE

32. PERSONALIZE FUNDRAISING REQUESTS

33. 93 characters left
COMMUNICATE VIA MULTIPLE MEDIUMS
We are raising money for a new feature film! Text
DONATE to contribute.
Send text blast to 89 people
Mike Fisher
donated

34. data management
social tracking
mapping
action
tracking
communication
finances
websiteDon't forget !
about Long-term!
digital infrastructure!

35. UPCOMING WORKSHOPS:!
!
! RSVP: www.nationbuilder.com/workshops
@nikkisbatchelor
nbatchelor@nationbuilder.com
@lenaellingboe
lellingboe@nationbuilder.com