Online Organizing Training - June 2012
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Transcript of Online Organizing Training - June 2012
CHIRLA Movement
Bui ld ing Tra in ing
June 9 & 10, 2012
ONLINE ORGANIZING TO
HELP GET OUT THE VOTE
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.
WHAT IS ONLINE ORGANIZING?
• 1 ,200 house
par t ies
• 250,000
people on
the Nat ional
Mal l in DC
• 350,000
cal ls for the
DREAM Act
• Near ly 2 .9
mi l l ion
contacts
wi th e lected
of f ic ials
• Almost 1
mi l l ion
act iv ists
across the
US
REFORM
IMMIGRATIO
N FOR
AMERICA
CAMPAIGN
HIGHLIGHTS
What it can do…
Creatively engage
supporters in new ways
Connect local stories to
national figures/media
Mobilize people quickly
and effectively
Bring in individuals not
reached by traditional
organizing
What it can’t do…
Replace actual
organizers and face-to-
face contact with
community members
Deeply interact on the
individual level – must
serve as a building
block for an offline
relationship
WHAT IS ONLINE ORGANIZING?
WHERE DO WE
ORGANIZE ONLINE?
EVERY
WHERE!
Socia l media
- Twit ter
- YouTube
ONLINE
ORGANIZING
TOOLS:
Emai l
- Pet i t ions
- Let ters to
the edi tor
- C l ick to ca l l
- Donat ions
ONLINE
ORGANIZING
TOOLS:
SMS
- Text out
- Receive
tex ts
- C l ick to ca l l
- Educat ion
- Data
co l lect ion
- Event
turnout
ONLINE
ORGANIZING
TOOLS:
WHY DO WE
ORGANIZE ONLINE?
BENEFITS
Almost 100% open rates on SMS
Message large quantities of people at once
SMS: 35,569
Email: 58,168
Total: 93,737
Affordable – only costs staff time
LIMITATIONS
Some mobile providers do not allow users to text the short code unless they have a specific plan
Boost, MetroPCS, Cricket
People with .edu email addresses or work email addresses can move
Contacts can unsubscribe
160 characters
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.
WHY DO WE ORGANIZE ONLINE?
Why was this
successful?
WHEN DO YOU
INTEGRATE ONLINE?
NOW!
Registration Drives
Text Call to Action on flyers,
palm cards
Commitment cards
Sign in/up form
Candidate/Voter Forums
Text Call to Action repeated
throughout event
Commitment cards
Sign in/up forms
GOTV/Canvassing
Text Call to Action told to every single
person you meet
Commitment cards
June, July, August
•Pingback when they sign up
•Info on community events
•Request for data (are you eligible to vote, full address)
•Recruit for volunteers (non-voters/students)
September
•Voter Registration deadlines
•Drive turnout to registration drives
•Candidate and issue education
October
•Final request for data
•Reminder of registration, early voting deadlines
•Candidate and issue education
November
•Drive to polling place
•Reminders to vote (2 reminders on day of)
•Poll (what issues were most important to you?)
•Thank you for voting/next steps
SLOW BUILD
In-person events
Small group of people
every month
OUTCOME: consistent
base of activists to go
back to, can work
through ladder of
engagement
RAPID RESPONSE
Breaking news or
immediate need
Quick mobilization,
must attach to a
moment
OUTCOME: large
quantities of people,
some may only stay for
a short while
WHEN DO YOU INTEGRATE ONLINE?
WHERE
DOES
ONLINE
INTEGRATE- Events
- Canvass ing
1.Fill out email and cell phone
2.Check boxes to receive texts
- Commitment
cards
- Events
- Canvass ing
WHERE
DOES
ONLINE
INTEGRATE
1.Put on every flier, sign, card
2.Repeat at each break, walk
people through process
1.Get contacts to sign a
commitment card
2.Give “Text OUR VOTE /
MI VOTO to 69866”
prompt
3.Repeat
- Commitment
cards
- Events
- Canvass ing
WHERE
DOES
ONLINE
INTEGRATE
WHERE DO I FIT IN TO
ONLINE ORGANIZING?
NAV team
• Data Lead
•Collects commitment cards, enters data
• Team Lead
•Requests messages from e-advocate
CHIRLA e-advocate
• Gathers data
• Coordinates with NAV team about local events
RI4A online team
• Uploads data
• Sends out team texts
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
… 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.
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