Bringing Community Organizing Into Online Campaigns

Session Designers:

Debra Askanase, @askdebraIvan Boothe, @rootwork

Amy Sample Ward, @amyrsward

Session Agenda• Introductions• Community Organizing: An Overview (10 min)• Principles of Community Organizing (10 min)• Campaign Mapping Checklist (10 min)• Bringing It All Together: Analysis of Online

Campaigns (15 min)• Breakout Sessions: Plan Your Online Campaign (30

min)• Report Backs & Campaign Feedback (10 min)

About the Presenters

Debra: strategic use of social

media is community organizing

Amy: help the community to help

itself

Ivan: organizing for the long term means building community in the short term

Need Your Help: 

 We are looking for your advocacy campaign ideas to put into action -

today!

Community Organizing is...

The concept that individuals affected by an issue have more power to create change by coming together than by acting individually. 

 Community organizing empowers ourselves, creates long-term change, and changes the balance of power.

http://www.flickr.com/photos/21789669@N00/3207907157/

Powered by organization(s) to

create change

...or by the grassroots efforts of

individuals

Organization-Based Organizing

Grassroots-Powered Organizing

Principles of Organizing

movement-building

    strategy (power analysis)

community accountability

      go where the people are    

leadership development

1. Organizing for a Movement

(it’s long-term)

www.flickr.com/photos/vtveen/2737555893/

2. Strategic Organizing

3. Accountabilitywww.flickr.com/photos/wheatfields/1614979200/

4. Social Networks for Change

go where your

people are!

xkcd.com/256

5. Cultivate New Leaders

Find voices. Amplify them.

Campaign Mapping

10,000 ft

Campaign Mapping

From 10,000 feet, there's nothing blocking your view to identify your SMART goals:  • Specific• Measurable• Attainable• Realistic• Time-specific 

 Key Question: what are we going to do? 

Campaign Mapping

1,000 ft

Campaign Mapping

Using the 10,000 foot perspective, it's now easy to identify and map your: • Decision makers• Influencers• Partners & Allies• Supporters• Community

 Key Question: Who is involved?

Campaign Mapping

100 ft

Campaign Mapping

Now that we know all the players, we can map the corresponding: • Messages• Platforms• Timeline• Evaluation

 Key Question: what are we saying and when?

Campaign Mapping

10 ft

Campaign Mapping

We are getting really close now and can start looking at the nitty-gritty: • Expected obstacles• Engagement plans• Leadership development• Identifying first steps

 Key Question: what are we missing?

Campaign Mapping

1 ft

Campaign Mapping

On the ground and running! Now that you're going, in real-time you can: • Relinquish control  • Recognize and empower active contributors• Create collaborations• Measure impact• Say thanks

 Key Question: how do we do even better?

Case Studies

Free the Jena Six Movement-Building

"There is no single leader. There is no agreed schedule. Organizers aren't even certain where everyone is supposed to gather ... the only thing that is known for sure is that thousands of protesters are boarding buses at churches, colleges and community centers across the country this week, headed for this tiny dot on the map of central Louisiana."

—Chicago Tribune

Free the Jena Six Where the people are: Self-organizing

silence on mainstream blogs...500 Facebook groups1,600 YouTube videos

Free the Jena Six ColorOfChange.org: Adding strategy

Free the Jena Six The hip-hop community: Amplifying voices

Free the Jena Six 

www.flickr.com/photos/martinez-nesporova/1416931832/in/pool-freethejena6/

I Believe In Open

I Believe In OpenStrategy

I Believe In OpenCommunity Accountability

I Believe In OpenGo Where the People Are

these leaders formed the FB Group

I Believe In OpenGo Where The People Are

I Believe In OpenMovement Building

2010 ChangeCampPlanning 100 ChangeCamps across Canada

  

I Believe In Open: next election cycle Launch an "ideas campaign"

(vote for top 5 ideas to make government transparent)

I Believe In OpenMovement Building

I Believe In OpenLeadership Development

Government: All NDP leaders signed up and took the lead

38 MP Pledges

Community:380 voter signups 290 FB Group membersChangeCamp movement: 9 towns, 100s of community organizers across Canada

TweetsgivingMovement Building

TweetsgivingStrategy

TweetsgivingCommunity Accountability

TweetsgivingGo Where the People Are

TweetsgivingLeadership Development

Who's Ready to Share?

http://www.flickr.com/photos/33914386@N08/3230910546/

Breakout Sessions: Planning Your Online Campaign

http://www.flickr.com/photos/53326337@N00/3942558779/

Report Backs and Feedback

http://www.flickr.com/photos/51487460@N00/144670634/

References

Tweetsgiving:http://epicchange.orghttp://tweetsgiving.epicchange.org/

I Believe In Open:http://ibelieveinopen.ca/http://visiblegovernment.ca/indexhttp://wiki.changecamp.ca/index.php?title=&bc=4http://changecamp.ca/about/http://civicaccess.ca/wiki/

Free the Jenna 6:http://en.wikipedia.org/wiki/Jena_Sixhttp://www.thedemocraticstrategist.org/strategist/2007/09/jena_and_the_internet.phphttp://adage.com/bigtent/post?article_id=120817

Thank You!Debra Askanase, Social Strategy Director Community Organizer 2.0 www.communityorganizer20.com debra@communityorganizer20.com; @askdebra

Amy Sample Ward,  Global Community Development ManagerNetSquaredwww.netsquared.org; www.amysampleward.orgamy@amysampleward.org; @amyrsward

Ivan Boothe, Creative DirectorRootwork.org

www.rootwork.orgivan@rootwork.org;  @rootwork