Presentation given to 60+ youth leaders at the Calif

1. ONLINE ORGANIZING TO CHIRLA Movement
B u i l d in g Tr a i n i n g
HELP GET OUT THE VOTE J u n e 9 & 1 0 , 2 01 2

2. WHAT IS
ONLINE ORGANIZING?

3. WHAT IS ONLINE ORGANIZING?
Online organizing is online
communications, outreach,
and mobilization that allows
individuals to take part in
your work, as a complement
to traditional organizing.

4. REFORM
IMMIGRATIO
N FOR
AMERICA
CAMPAIGN
HIGHLIGHTS
• 1,200 house
parties
• 250,000
people on
the National
Mall in DC
• 350,000
calls for the
DREAM Act
• Nearly 2.9
m i l li o n
c o n t ac t s
w i t h e l e c te d
o f fi c i al s
• Almost 1
m i l li o n
activists
across the
US

5. WHAT IS ONLINE ORGANIZING?
What it can do… What it can’t do…
 Creatively engage  Replace actual
supporters in new ways organizers and face-to-
 Connect local stories to face contact with
national figures/media community members
 Mobilize people quickly  Deeply interact on the
and effectively individual level – must
 Bring in individuals not serve as a building
reached by traditional block for an offline
organizing relationship

6. WHERE DO WE
ORGANIZE ONLINE?

7. EVERY
WHERE!

8. ONLINE
ORGANIZING
TOOLS:
Social media
- Tw i t te r
- Fa c e b o o k
- Yo u Tub e

9. ONLINE
ORGANIZING
TOOLS:
Email
- Pet i t i o n s
- L et te r s to
t h e e d i to r
- C l i c k to c a l l
- Donations

10. ONLINE
ORGANIZING
TOOLS:
SMS
- Tex t o u t
- Re c e i v e
tex t s
- C l i c k to c a l l
- E d u c a t io n
- Data
c o l l ec t i o n
- Event
t u r n o ut

11. WHY DO WE
ORGANIZE ONLINE?

12. WHY DO WE ORGANIZE ONLINE?
BENEFITS LIMITATIONS
 Almost 100% open rates  Some mobile providers do
on SMS not allow users to text
the short code unless
 Message large quantities they have a specific plan
of people at once  Boost, MetroPCS, Cricket
 SMS: 35,569
 Email: 58,168
 People with .edu email
addresses or work email
 Total: 93,737
addresses can move
 Affordable – only costs
staff time  Contacts can unsubscribe
 160 characters

13. WHY DO WE ORGANIZE ONLINE?
 Meeting people “where they’re at”
 In 2007, 56% of Latinos had access to the Internet.
 In 2012, 71% of Latinos have access to the Internet.
 Half of all Latinos use their phones to access the Internet.
 Latinos are increasingly adopting social media as a way to connect with
friends and family.
 Dynamic
 Flexible in the kinds of content you can deliver to people – videos,
photos, real-time conversation, etc.
 Targeted
 We can target based on any almost any qualifier – Representative, zip
code, voter eligibility – to reach the right group of people every time.
 Nimble
 Quick to react to news or events.

15. Why was this
successful?

16. WHEN DO YOU
INTEGRATE ONLINE?

17. NOW!

18. Registration Candidate/Voter
GOTV/Canvassing
Drives Forums
Text Call to
Text Call to Text Call to
Action told to
Action on flyers, Action repeated
every single
palm cards throughout event
person you meet
Commitment Commitment Commitment
cards cards cards
Sign in/up form Sign in/up forms

19. June, July, August September October November
•Pingback when •Voter Registration •Final request for •Drive to polling
they sign up deadlines data place
•Info on •Drive turnout to •Reminder of •Reminders to vote
community events registration drives registration, early (2 reminders on
•Request for data •Candidate and voting deadlines day of)
(are you eligible to issue education •Candidate and •Poll (what issues
vote, full address) issue education were most
•Recruit for important to you?)
volunteers (non- •Thank you for
voters/students) voting/next steps

20. WHEN DO YOU INTEGRATE ONLINE?
SLOW BUILD RAPID RESPONSE
 In-person events  Breaking news or
immediate need
 Small group of people
every month  Quick mobilization,
must attach to a
 OUTCOME: consistent moment
base of activists to go
back to, can work  OUTCOME: large
through ladder of quantities of people,
engagement some may only stay for
a short while

21. WHERE
DOES
ONLINE
INTEGRATE
- Events
- C a nv a s s i n g
1.Fill out email and cell phone
2.Check boxes to receive texts

22. WHERE
DOES
ONLINE
INTEGRATE
- C o m m i t me n t
cards
- Events
- C a nv a s s i n g
1.Put on every flier, sign, card
2.Repeat at each break, walk
people through process

23. 1.Get contacts to sign a WHERE
DOES
commitment card ONLINE
INTEGRATE
- C o m m i t me n t
cards
- Events
2.Give “Text OUR VOTE / - C a nv a s s i n g
MI VOTO to 69866”
prompt
3.Repeat

24. WHERE DO I FIT IN TO
ONLINE ORGANIZING?

25. NAV team CHIRLA e-advocate RI4A online team
• Data Lead • Gathers data • Uploads data
• Collects commitment • Coordinates with NAV • Sends out team texts
cards, enters data team about local
• Team Lead events
• Requests messages
from e-advocate

26. WHERE DO I FIT IN TO ONLINE
ORGANIZING?
At the end of the day, you’re this helps you…
 make 1 or 2 more contacts with each individual you’re trying to get to
vote
 push people to register
 recruit volunteers
 hit your 157,000 contacts, 35,000 voters, and 18,000 registrations
goals

27. … build a movement of individuals ready to vote and push for comprehensive
immigration reform, the DREAM Act and the rights for all immigrants in this country.

28. BREAKOUT!
Get in your groups and do two things:
1. Brainstorm 5 ways to include the SMS opt-in in your campaign
2. Write 5 SMSs to send to people in your area about your campaign