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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!
• e-petition
• Change profile photo to
’22’ logo
• Change status
• Updates
Email /
Newsletter
• targeted action
alerts
• progress
updates
• 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
* 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
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
@mayabor
Christina Doyle Marketing Manager, Because I am a Girl
@chrissydoy
Follow us on Facebook:
Because I am a Girl Canada
Plan Canada
Follow us on Twitter:
@biaagcanada
@plancanada
