1. Theory of Change

2. What we’ll cover
What is a “theory of change”?
Case Study: Elizabeth Warren
Good Email Writing
@neworganizing

3. Got change?

4. You have to have a
THEORY about how to
make that CHANGE.
@neworganizing

5. AUTHENTIC

6. PLAUSIBLE

7. Actions
• Sign a petition
• Donate
• Volunteer
• Host a Volunteer Meeting
• Canvass or phone bank
• Attend a rally
• Call your elected officials or action targets
• Visit elected officials’ offices

8. How does the action
we are asking people to take
create the change
we want to see?
@neworganizing

9. #1: College football won't
have a true national
champion until there is a
playoff system. Sign our
petition to demand a
playoff.
Theory of Change:
MISSING
Theory of Change
9

10. #2: Wisconsin Gov. Scott
Walker is pursuing a
radical anti-worker
agenda. Call his office
and tell him to stop.
Theory of Change:
IMPLAUSIBLE
Theory of Change
10

11. › #3: Puppy mills are
more concerned with
their bottom line than
the health and well
being of the dogs in
their care. Americans
for Puppies Everywhere
is rallying day and night
to stop them.
Theory of Change: Contribute now to
TRUST ME keep us going.
Theory of Change
11

12. Action?

15. Case Study

16. 1. Find the moment
2. Create a sense of urgency
3. Provide a Solution
4. Ask (They won’t do it unless you ask)

17. • Find your moment

19. • Find your moment
• Identify your challenge

21. • Find your moment
• Identify your challenge
• What is your solution?

23. • Find your moment
• Identify your challenge
• What is your solution?
• The Ask (there can be only ONE!)

25. • Find your moment
• Identify your challenge
• What is your solution?
• The Ask (there can be only ONE!)
• Tell them how it’ll work.

28. Ok, so now what?

29. Change in targets

33. And then…

34. Just a reminder
1.Find the moment
2.Create a sense of urgency
3.Provide a Solution
4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat

35. Just a reminder
1.Find the moment
2.Create a sense of urgency
3.Provide a Solution
4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat

40. WebsitesPartner Outreach
Email Field and Volunteers
Social Networking Events, Rallies & Vigils
How do I organize myself?
Social Media Fundraising
Marketing & Ads Media & Bloggers

41. Will it get you closer to your goal?
Will it use your resources creatively to shift
power? Does it build new resources?
Will it create organizational capacity?
Will it develop leadership and buy-in?
Four Criteria for Choosing Tactics

42. How does the action
we are asking people to take
create the change
we want to see?
@neworganizing

43. Thank You To:
Lola Elfman
lolaelfman@gmail.com
@lalalola
www.neworganizing.com
@neworganizing

44. Acknowledgements
This presentation was created by Lola Elfman in conjunction with New Organizing
Institute.
These new media materials have been developed over the course of many
trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh,
Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green,
Jason Rosenbaum, Colin Holtz and many others.
Restrictions of Use
The following work is provided to you pursuant to the following terms and
conditions. Your use of these materials constitutes your acceptance of these
terms:
• You may reproduce and distribute the work to others for free, but you may not
sell the work to others.
• You may modify the work, provided that the attribution to the New Organizing
Institute and the Author remain on the work.
• You shall include a copy of these restrictions with all copies of the work that
you distribute and you shall inform everyone who uses the materials of this
agreement.