Case Study: Digital Advocacy (Because I Am A Girl Campaign) | Maya Boritz & Christina Doyle

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Transcript of Case Study: Digital Advocacy (Because I Am A Girl Campaign) | Maya Boritz & Christina Doyle

Digital Advocacy: Mobilizing the Girl Effect

My Charity Connects Conference

June 13th, 2012

• The Girl Issue: Power and Plight

• The Movement: Because I am a Girl

• Digital Advocacy in Action: A Case

Study

• 8 Tips for your digital advocacy

campaign

Agenda

Digital advocacy campaigns

are key to broadening issue

awareness and mobilizing

support for a cause, which

realizes its potential in

raising funds to support

broader organizational

objectives.

In Plan’s case, it is to

change the lives and future

for children around the

world.

Our Key Message

Girls have the right to be educated. Girls have the right to eat. Girls have the right to be safe. Girls' rights are human rights.

The Girl Issue: The Power and Plight of Girls

Wattana

from

Cambodia

Salamatu

from

Sierra

Leone

The State of the

World’s Girls Reports

Year Topic

2007 The State Of The World’s Girls

2008 In The Shadow Of War

2009 Girls’ In The Global Economy: Adding

It All Up

2010 Digital And Urban Frontiers: Girls In A

Changing Landscape

2011 Boys And Men

2012 Learning For Life (girls’ education and

life skills)

2013* Girls On The Move (trafficking,

refuges, etc.)

2014* Girls and the Millennium Development

Goals

2015* Girls’ Leadership and Participation

The Movement: Because I am a Girl

Because I am a Girl

4 Strategic Pillars

Content /

storytelling

Lives

touched

in over 68

countries

around the

world

Mass

Media

Education:

international

development

Online/offline

UN day to recognize

girls rights globally

Pink

LemonAid

Community

events

Online

Fundraising

Government

Relations

Public Engagement

KPIs

Marketing slide

BIAAG WEBSITE

Awareness

Storytelling

Awareness

Photo albums

Short formats

Images with inspiring quotes

Long formats

Audio slideshows

Videos

Quizzes

Infographics

So, what do you think?

“this video is disturbing. There’s

so much more this girl can offer

to the world but she's being

stopped. Bothers me to see that

her life be altered into the life of

a 30 year old”

“this is sick! What kind of a man would marry a little girl?

It’s wrong! It’s so wrong!”

“Omg where is this? I am so totally depressed now!!”

Website

Website

Blog

Blog Newsletter

Digital

Storytelling

Website

The ladder of engagement

Advocacy

Advocacy in the words of Amanda

Sussman, Plan Canada’s Director

of Policy

Effective advocacy means getting

our information on the right table,

before the right people, at the right time to create policy change and

bring a clear improvement to

people’s lives.

Digital advocacy allows us to amplify this

message, mobilize people to care about the girl

issue, and allow supporters to have a voice in

the discussion.

Source: http://www.nowlebanon.com/BlogDetails.aspx?TID=1207&FID=6

Digital advocacy: “slacktivism”?

Why digital advocacy?

• Cost efficient

• Speedy ask & response

• Reach can be global

• Include participants as

agents of change

• Easy to measure

success

What online actions have you taken to support a cause you believe in?

Digital advocacy and fundraising

• Advocates are 7x more likely to donate

From Blackbaud white paper “Connecting Online Advocacy and Fundraising”: http://www.blackbaud.com/bb/advocacy/online-advocacy.aspx

Digital advocacy as a bridge

• Weak to strong ties

• Light to heavy engagement

• Links awareness to fundraising

Fundraising

Claire’s Story

“My favorite place to start

is by spreading the

message not only

through your words, but

through your actions. I

think it’s wonderful to

include and acknowledge

the men who value and

respect women and to

include them in the GIRL

ISSUE. But mostly, we

need to support each

other, all of us...including

ourselves! When we start

realizing our own self-

worth, we realize the

value of ALL women.”

Impact

Impact here: key performance indicators

Measuring impact here : analytics

Impact there: Plan’s program impact

• Clean water

• Constructing health

centers

• Nutrition

• Girl scholarships

• School construction

• Training opportunities

• Business skills education

• Entrepreneurial initiatives

• Food security

• Birth certificate

registration

Wattana

from

Cambodia

Salamatu

from

Sierra

Leone

Small actions drive big change

Case Study: International Day of the Girl

International Day of the Girl

What?

Plan Canada led initiative to claim an International Day to support girls.

Why?

National and international days not only bring attention to a specific group (like young girls facing gender discrimination) but also enable governments to be held to task yearly on what they are doing for that group and their progress.

How?

Our petition and public awareness activities helped to encourage the government to enact this day. We hoped a politician would jump on our bandwagon and do the leg work to have a bill submitted to the Canadian Parliament that would ultimately become Canadian legislation and allow us to petition the UN for an international day.

“ Mr. Speaker, the International Day of

the Girl will provide a key opportunity to consider girls' rights and raise awareness around the world. There are

places in the world where girls are deprived of basic rights only because

they were born girls. We are working successfully with

countries around the world, as we submit our proposal to the United

Nations in October, to shed light on the discrimination and injustice suffered by girls.

Girls deserve to go to school and to

have a full life. With Canada's leadership at the United Nations, we will support girls' rights all over the world.”

- Honorable Rona Ambrose, Minister

of Public Works and Government Services and

Minister for the Status of Women

Courtesy of Hansard

Approach & tactics

Website

• e-petition

• downloadable letter to MP

Blog

• Q & A with MP

• What is advocacy all about?

• Speakers Bureau: Real Live Advocates for Girls

• Guest Post: Jenn Heil – International Day of the Girl

• 22 Facts About Girls’ Rights

• The International Day of the Girl Takes the Hill!

Facebook

• e-petition

• Change profile photo to

’22’ logo

• Change status

• Updates

Email /

Newsletter

• targeted action

alerts

• progress

updates

Twitter

• 22 Facts

about Girls

Rights

YouTube

• Video – Nobel

Peace Prize

Winner supports

Day of the Girl

Letter writing campaign

ePetition analytics

0

200

400

600

800

1000

1200

1400

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

# Si

gnat

ures

Month

ePetition Signature Trends 2009 2010 2011

Online signatures

October: 916

November: 848

December: 587

Overall Total:

15,212

• At least 75 people changed their profile photo to

the ’22’ logo on Sept. 22

• Average Facebook user has 130 friends*– potential reach of nearly 10,000

Facebook

* Source: Facebook

• 22 facts tweeted throughout the day

• Supporting organizations like the YWCA

and Girl Guides of Canada directed people to our facts all day (and Girl Guides retweeted them all)

• Members of Parliament also drew

attention to our 22 facts

• Retweeted facts reached more than 50,000 people

Twitter

Online to offline action

Facebook: community engagement

Our community engagement program sees

one volunteer a month choose the posts.

Participants have found it rewarding

and the community is very supportive.

Metrics

•Facebook: Sept. 22 alone

– 382% more new fans

than daily average

Facebook fan growth – September 20 – 27, 2011

Twitter: Sept. 21-23 saw:

254% increase in followers

4300% increase in

retweets

250% increase in mentions

Twitter follower growth – September 20 – 23,

2011

All women were

once girls, but

not all girls will

live to become

women.

Day of the Girl declared

International Women’s Day 2012

1st

International Day of the Girl Raise your hand for girls’ education

Raise Your Hand for Girls

• Be a part of 4

million girls

supporting

education for 4

million girls

around the world.

• On International

Day of the Girl

(October 11), this

photo montage

will act as a

visual petition

and will be

unveiled at the

UN

8 Tips for Digital Advocacy

1. Storytelling Help your audience

develop a point of view

2. Rules of

engagement Set expectations for how

online community works

3. Collaborate Seek out opinions and

ideas beyond your team

4.Coordinate

channels Be strategic in how

you use your

content

Write to your MP

5. Multiple

entry-points Create a variety of actions

that appeal to different

audiences

6. Make it

accessible It should be easy for people to

take action and get updates

7. Leverage

partners They lend an extra hand to

mobilize support

8. Thank

supporters Update your supporters on

campaign progress.

THANK them for their

support

Questions?

Get in touch!

Maya Boritz Manager, Digital Communications

mboritz@plancanada.ca

@mayabor

Christina Doyle Marketing Manager, Because I am a Girl

cdoyle@plancanada.ca

@chrissydoy

Follow us on Facebook:

Because I am a Girl Canada

Plan Canada

Follow us on Twitter:

@biaagcanada

@plancanada