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This is a presentation that I prepared for some Silicon Valley tech leaders who wanted to know how they could help activists in the wake of Prop 8.
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Next-Gen Activism for Marriage EqualitySome prototypes and brainstorming to kickoff the conversation
What’s Needed?
Open to a wide range of organizations and initiatives:grassrootslocalstatewidenational
Enabling collaboration among organizations:sharing resourcestracking outcomescross-referencing each others’ communicationsmanaging volunteers and attracting new supporters
A consolidated, easy-to-use platform that allows organizations to share resources, and guides supporters to volunteer opportunities.
Who needs this service?
Four types of users:
State and National Organizations
Grassroots Organizers
Volunteers
Potential Allies
Who needs this service?
Assume bird’s-eye-view; share knowledge
Share and leverage resources
Cross-reference communications
Collect and evaluate reports from local orgs
Distribute resources to local orgs and volunteers
Track outcomes
STATE/NATL ORGS LOCAL ORGS VOLUNTEERS ALLIES
Who needs this service?
Delegate resources in locally targeted campaigns
Find and assemble local volunteers
Receive guidance from state/national orgs
Distribute guidance and resources to volunteers
Track local campaign progress and report outcomes
STATE/NATL ORGS LOCAL ORGS VOLUNTEERS ALLIES
Who needs this service?
Efficiently provide support and services
Find local opportunities to help
Receive relevant news and alerts
Involve their friends
Engage with new organizations
Report outcomes
STATE/NATL ORGS LOCAL ORGS VOLUNTEERS ALLIES
Who needs this service?Receive highly targeted, personalized messaging from family and friends
These users will probably not seek out the service
Instead, it will be recommended to them by our volunteers:
“Hey, Mom and Dad, look at the photo album I posted.”
Or, “Hey, everyone, I’m doing a fund-raiser. Check out my progress onthis site.”
STATE/NATL ORGS LOCAL ORGS VOLUNTEERS ALLIES
Why is this necessary?Your supporters want to help, but are totally confused.
THERE ARE TOO MANY CONFLICTING OPTIONS
IT’S HARD FOR PEOPLE TO FIND PERSONALLY RELEVANT NEWS/ OPPORTUNITIES
PEOPLE WITH SPECIAL ASSETS DON’T KNOW HOW TO OFFER THEM
So how would this platformlook and function
for the different users?
State and National OrgsState and national orgs would interface like Facebook groups -- only interconnected.
Organization admins would have a secure method to view their members’ contact info, collaboration tools, resources, and reports.
Volunteers would see only the group’s info, news, and events; with opportunities to join and participate.
Grassroots Organizers
Local organizers would get a stipped-down version of the state/national interface.
They have the same collaboration tools, but with other local groups, rather than with the state/national orgs.
VolunteersVolunteers’ profiles look like “missions” -- a list of opportunities to help locally, which they can then choose to accept.
The site tracks social relationships, and makes suggestions based on what your friends are doing.
AlliesThe site helps volunteers to create their conversation-starters
Mini-sites that offer targeted, effective talking points
Volunteers can use these sites when broaching these topics with friends and family.
Calls to actionVolunteers join as many organizations as they want on one central site.
Then, each organization can target communications to their members based on demographic info.
Or organizations can collaborate, sharing membership lists to reach even more people.
Let’s look at some usage examples.
Scenario 1:Local Organizer Has a Great New Idea
Local Organizer Has a Great New IdeaLet’s say you’re a local organizer with a great new idea -- for example, hand-holding day to boost visibility.
You need a tech platform that lets you:
Put together a plan and share it with state/national organizations
Get feedback from state/national orgs
Communicate the plan to your volunteers and to other local organizations
Get documentation of the campaign from your volunteers
Local Organizer Has a Great New Idea
So, first the organizer formulates their plan offline.
Local Organizer Has a Great New Idea
Then the organizer uses the technology platform to send their plan to their affiliated state and national organizations.
Local Organizer Has a Great New Idea
Then they get feedback. Hi guys,
Love the image! You might consider teaming up with the nearby LA GLBT center; they have Valentine’s Day plans, too. You can find their contact info on our profile.
Also, try to avoid using the word “hate” in your publicity. Our focus groups show that it can turn some people off.
Good luck,
Dave at EQCA
Feedback on:
USC GLBT Hand-Holding Day
Affected area: Los Angeles
Dates: 2/14/09
Local Organizer Has a Great New Idea
Then they communicate their plan to their members, and to other local organizers.
Local Organizer Has a Great New IdeaThen afterwards, attendees post photos and reports.
These outcome-reports are sent to local organizers, as well as to participating state/local orgs.
Scenario 2:The Media Wants to Cover Events, Conduct Interviews
Media Wants to Cover Events, Conduct Interviews
Media exposure is great!
We want to make it as easy as possible for reporters to find out about campaigns
And also to find people to interview
Media Wants to Cover Events, Conduct Interviews
It’s totally easy for reporters to log on and find local organizations
It’s easy to request an interview with relevant organizations
And because everything is stored on one central site, it’s easy for spokespeople to point reporters to additional resources
Media Wants to Cover Events, Conduct Interviews
Reporters can find events that are happening locally
And they can sign up for alerts, so that they receive immediate notification of new events
Media Wants to Cover Events, Conduct InterviewsReporters can search members to find relevant interview subjects
Demographic-based searches or available
Or an organization can recommend one of its members
Scenario 3:Somebody Wants to Help, But Doesn’t Know How
Somebody Wants to Help, But Doesn’t Know HowLet’s say someone decided that they want to help out -- or maybe they saw one of your ads
They need to know:
What’s happening right now that affects them
Who needs their help
How they can involve their friends
When new opportunities to help arise
Somebody Wants to Help, But Doesn’t Know How
So when they visit the site, the first thing it asks is where they are.
94118
Somebody Wants to Help, But Doesn’t Know HowThen it shows the user all of the volunteer opportunities happening nearby, and lets them pick the ones they like.
And then they create an account -- linked to their Facebook profile -- and bam, you’ve got them and all of their Facebook friends.
Somebody Wants to Help, But Doesn’t Know How
Or, if there are no local volunteer opportunities, it gives the user to option to form their own local grassroots organization.
Scenario 4:A Volunteer Wants to Conduct Outreach with Their Family Members
Volunteer Conducting Outreach with FamilySo, let’s say that you have a conservative Lutheran family.
They don’t support gay marriage yet -- but you want to reach out to them and talk about it, with the hope that eventually they’ll come around.
You’ll need some resources:
How to broach the topic in an appealing way
Talking points that are proven-effective
Connections to other allies in your community
Members tailor their outreach to specific communities
And to specific people
And to specific places
To what kind of community would you like to reach out?
Are these:FriendsCo-workersFamily
You indicated that this is a religious community. What religion is it?
What is their zip code?
Upload related photos:
Faith-based
Lutheran
Volunteer Conducting Outreach with Family
The result is a mini-site with personalized talking points and community resources.
Volunteers can show this to their potential allies, or just use the information to start a conversation.
Volunteer Conducting Outreach with Family
Here are some Lutheran Pastors near 94118 who have experience with gay family members:
• Paul Adams, First Arlington Church• George Mason, St. Michael’s Parish• Eric Finner, Lutheran Church of Oakland
Facts About Lutheranismand Gay Family Members
Also Worth Noting
Facebook ConnectA technology that lets you use Facebook profiles on your own networking site
Users sign in to your site with their FB profile
And update FB profiles with info from your site
Thus drastically improving your site’s visibility
Facebook Connect
MoveOn.org uses it
Outreach OpportunitiesThere are GAZILLIONS of opportunities to reach out to potential volunteers
These are people who DESPERATELY WANT TO HELP, but don’t know how
Oh my God, seriously, it kills me that you guys have ZERO outreach at events like the Valentine’s Day pillowfight, it would be so perfect if you did
So, To Sum Up:We need a consolidated, easy-to-use platform that allows organizations to share resources, and guides supporters to volunteer opportunities.
Ideally, this platform would be managed by larger organizations, overseeing user-generated content from grassroots organizers and volunteers.
Volunteers and supporters are desperately searching for an platform like this.
We can tap in to existing technology and social networks.