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Louis [email protected]
HISTORY
• ONE campaign launched in 2004• Live8 Concerts grow the organization• Make Poverty History campaign creates a
global movement to end extreme poverty• ONE merges with DATA and now is a powerful
advocacy organization with both a grassroots arm and a lobbying arm
ACTIONS SPEAK LOUDER
• Actions become paramount• Goals are pointed at moving legislation or
getting Governments to give $$$
• INSIDE/OUTSIDE is the approach
INSIDE GAME (Lobbying)
• Policy – focused on MDG issues and laws that affect those issues
• Legislative – focused on politics and how laws are made and influenced
POWER OF GRASSROOTS ADVOCACY
• ONE members help achieve our advocacy goals by complimenting ONE’s “inside” lobby efforts
• ONE members grassroots advocacy provide credibility to the organization – they are the heart of our campaigning
• It’s easy to become a ONE member…the click of a mouse is all it takes…but there is much more to activism than just signing a petition
• Our biggest segment of active members are “slacktivists” – while they may only click, influentials take note when 300K+ people sign a petition.
• A smaller segment of our membership are highly engaged activists…they lead the way for our hands-on, high-impact grassroots campaigning
MEMBERSHIP SNAPSHOT
SLACKTIVIST ON-THE-FENCE ACTIVIST
cares enough about the work to open their stream of incoming
communications but doesn’t do more than click a petition or two
believe in the mission and ONE enough to take low-bar and some
high-bar actions, but they don’t yet want to assume responsibility
deep sense of commitment to ONE’s mission…are motivated, have leadership skills and will
take on responsibility
75% 22% 3%
ACTIONS
Low-barSign a petitionLike a postShare a link on FacebookWatch a videoTell a friend about ONE
Middle-Bar- Take the membership survey- Post an LP story on Facebook- Call your MoC- Watch a webinar- Make your own quiz about Africa and share- Watch 3 LP videos- Check out an African artist- Watch the Lazarus effect- Learn about an African Leader- Participate in an online discussion with other ONE members- Read “Africa’s Future is Female”- Try an African recipe- Take a Quiz on African Geography
High-Bar- Submit a substantive, high-quality video highlighting ONE on your campus or in your community - Draft your own version of an Living Proof video- Work with your school to get a ONE logo or ONE Campus Challenge link on your school's homepage or school paper.- Meet up with a friend not affiliated with ONE/Africa to tell them why you joined.- Get together for coffee with another ONE member in the area:- Present on ONE's issues in one of your classes, to a local community group, a High School, or organization for at least five minutes. - Sign up at least 25 new members- Create a ONE flag and get your school to fly it on campus - Write a rhyming poem about why you are a ONE member- Email 5-10 relevant websites/blogs and ask them to feature ONE.org- Join Bread for the World in a fast to raise awareness- Join Make Poverty History’s “Below the Line” campaign and live on less than $2 a day for a week.- Donate your Facebook Status- Write a Letter to the Editor to local paper- Write a letter to a politician expressing your concern for the world’s poorest.- Call your congressman or visit them in their local office when they are on recess to show you care about health issues in sub-Saharan Africa.
cultural, social, campaigning, and educational actions intended to get ONE members “off-the-fence” and into radioactivism!
SEEDS FOR SUCCESS
Worthy goal that will have impact
An action oriented message that will resonate
Planning that is well thought out and achievable
Integration across partners & properties
A plan to achieve social success
A good close out
WORTHY GOAL THAT WILL HAVE IMPACT
Policy message: Secure the replenishment of GAVI funding among world leaders for childhood vaccines.
Message that will resonate:
GAVI
PLATFORM INTEGRATION
• Partners
• Channels
• Networks
• Online (email, blogs, AdWords)
• Bloggers
• Broadcast
SUCCESS
• 1,000 calls to the White House
• 3,000 + airings of the why bother video
• 5,000 twitter shares
• 23,000 Facebook shares
• 123,000 tell-a-friend shares online
• 330,000 global petition signers
• 25,000,000 media impressions
• News Coverage from ABC World News, Good Morning America, Politico, AOL, The Huffington Post and more!
GOOD PLANNING
TIMING – schedule content updates for all of your platforms• Blog• Email• Social Media
PROCESS – planning needs processHave process documents for everything you do:
• Campaigns• Email • Social media• Website
Campaign plans need timelines and goals that are reasonable and achievable and that do not drastically change throughout the campaign.
PITFALL #1 – Moving targets
Brainstorming campaign ideas needs to be confined to the beginning of the planning and shouldn’t be tolerated, unless to resolve conflicts
PITFALL #2 – I’ve got an idea
Creative products need to be produced to complement the goals and should be integral to achieving those goals. Advocacy should drive all campaigns and creative should support the advocacy
PITFALL #3 – Shiny objects
Tactics should be the beginning not the end. When an action is run it needs to feed into new actions. Action flow should be an integral part of the campaign plan.
PITFALL #4 – WOW that was a success