Using Online Organizing to Engage Parents

Donna NortonNational Campaign Director

MomsRising.org

Started Mother’s Day, 2006

The Recipe for Layer Cake Organizing

Case Study:

We won’t be pacified until our broken

healthcare system is fixed.

1. Aligned organizations and policy partners

Identify issue-experts who can advise on strategy, timing, targeting, and effective messaging.

2. One-click Member Advocacy

Action that will have an impact.

Creates a media moment and amplifies member voices -- gets more attention than people!

3.“Member voice” proxy

4. Using online action to amplify on-the- ground actions

• Members provide same-day, online back up to on-the-ground activity.

5. Fundraising

• Raising money online to support lobbying work

6. On the ground member-leader training and development

Cultivating uber-activists to serve as ambassadors in person for online members

Healthcare Senate Meeting Maphttp://events.momsrising.org/healthcarenow

7. Media Outreach

Traditional and New Media - Broaden the audience and amplify pressure on leadership

8. The Frosting

Creativity and constant re-tooling of our messaging and strategy, always putting members first.

Facebook Application: Pacifier Lapel Pins

Key Lessons Learned

• Keep it fun• Provide multiple ways to engage• Honor busy lives and intelligence • Collaborate• Be creative and experiment• Be ready to act fast and learn from experience

Donna Norton

donna@momsrising.org

www.momsrising.org

Questions? Ideas?Keep in Touch!