1. CALL TO ACTION: CITIZENS, IT’S YOUR TURN
TO CHANGE THE WORLD

2. “In the past there were only two ways
to get involved in social causes:

3. ”In the past there were only two ways
to get involved in social causes:
DONATE MONEY OR DONATE TIME

4. TODAY

5. TODAY
there are dozens of ways in which people can
support the organizations they care
about using social tools…

6. TODAY
there are dozens of ways in which people can
support the organizations they care
about using social tools…
…updating their Facebook status
about a cause, organizing a
fundraising event, writing a blog
post, producing and sharing a
video, and many more.”

7. Randi
Zuckerberg
Allison H. Fine
Beth Kanter
«The networked non profit - Connecting
with Social Media to Drive Change»

8. Web 2.0:
What changes for the non-profit sector?
ü More people that produce information
ü loss of control
ü It expands the action range

9. >> action range 1.0

10. >> action range 2.0

11. From citizens to cyberactivists?

12. From citizens to cyberactivists?
ü 84%: share to contribute to a cause that is
sensitive
ü 69%: share to feel more involved in world
affairs
ü 49%: share to influence the opinions of others
or push action

13. HOW TO ACTIVATE A CALL FOR ACTION
WITH WEB 2.0?

14. We design a campaign to 360 degrees, if
there are opportunities to engage in positive
change let's start with the overall strategic
processing.
Farida Bena (@faridabena)
Senior Campaign Strategist and Development - Oxfam
International

15. Step by step:
1. Defining the organization's policy about a specific issue
2. Dissemination of policy through reports available to the
public published on the website
3. Lobbying against institutions, who are asked to take action to
promote change
4. Mobilization of public opinion through petitions, tweet
bombing, email, blogging day, spread campaign material,
flash mob ...

16. 1961-’69 "Every month we
send postcards to
prisoners so they
know that their
stories are known
throughout the
world"
From 1961 to 1969 4000
prisoners were taken
by Amnesty International,
of these 2000 have been
released.

17. 2012 – slide to unlock

18. How to make a splash
with Social Media

19. Avaaz.org

20. A liter of light"

21. Testé sur des humains

22. Charity:water

23. They all had:
< Solid documentation
< An explicit call
< Mix of tools
< Powerful storytelling
< International audience

24. While no one can boast
the success of ...

25. Invisibile Children
#Kony2012

26. Why your non-profit won't make a
KONY 2012
1. You've never met your
supporters
2. You don't really have a
twitter army
3. You speak to too many
audiences
4. Your policy people
would never let this get
through

27. 5. Your organization isn't [yet] aligned
towards the social web

28. ü They specialize in doing one or two things incredibly well
ü Everyone in the organization is aligned around their main
goal or campaign. And everyone knows how to use the
web to grow their movement
ü Communications is a core capacity, it's not seen as "not
the real work" and doesn't have to fight for resources
ü There are actions and support programs for the less
engaged (clicks) medium engaged (often real-world
events), and super-engaged (help us lead and campaign!)
ü They are close to their supporters, asking what they
want, constantly testing ideas with them, and sometimes
even following their lead

29. Questions
?