Advocacy rising salsa labs
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Transcript of Advocacy rising salsa labs
Advocacy Rising
Laura PackardSenior Digital [email protected]@lpackard on Twitter
PowerThru• Progressive tech consultants
focused on Salsa: we can help you get the most out of Salsa, recruit more online supporters and turn them into activists and donors
Laura:• Internet strategist for
campaigns & non-profits around the country
Jeanette Russell Senior Partner Marketing [email protected], 406-880-jnet
Salsa Labs:• Integrated online organizing
and fundraising platform• 2,000 organizations• 30K Salsa users • 45 million members• $25 million raised
Me:• 18 years nonprofit experience
TAKE AWAY’S
• Integrate "Theory of Change" in all your actions
• Effective targeting, messaging and delivery
• Best practices to make your online actions more effective
• Engagement
Salsa Platform Capabilities
Supporter
DatabaseCRM
Fundraising & eCommerce
Website Forms
Events
ReportingAdvocacy
3rd Party Plugins
Social Media
• How does taking the online action help solve the problem the action is about?
• Bad: Stop the war? Sign this petition• Good: PCCC’s Dollar a Day campaign against
Norm Coleman
Theory of Change
• Can they be moved?
• Example: Stop Glenn Beck campaign
Find the Right Target
• Ask for (or against) specific things, like vote for or against this bill.
• Come up with threats with teeth• Allow your supporters to customize the
message• Example: PCCC Obama Social Security campaign
Find the Right Message
Avoid the email black hole!1. Drop off in person 2. Get video3. Report back to your
supporters
Find the right delivery method
• Consider softer targets than Congress
• Example: Change.org / Bank of America
V.S.
Best Practices
• On the Salsa action page, make clear:
• Your theory of change (why signing this will make a difference)
• Your delivery plan• Deadline
Be up front with the details
• Automatic redirect after signing• Autoresponder message• Simplify Salsa action template to focus your
supporters on the action• Use HTML in your email to have a call out box
and good looking buttons etc. to increase actions.
Use Salsa tools fully
Setting up Follow-ups
• Send email only to the part of your list that wants to hear it
• Segment by issue type• Segment by activity level (can use scoring)• Segment by type of activity (i.e. donors,
petition takers, letter writers)
Segment your list
• Put links to your actions on your homepage, social media etc. Don’t make it hard to find outside of email.
• Finally: always report back to action takers, win or lose. (Good opportunity for fundraising)
Integrate your actions
Query by Activity
Engagement
Organizing is what you do AFTER you get them to sign the petition. The key to building your people power is to 1) move them up the leadership ladder and 2) to have a plan to do so.
• Set goals for participation at different levels• 100 donations• 2,000 letters to Congress• 50 volunteers
• Map campaign activities• Use technology to implement plan
This way, when someone signs a petition, attends an event or donates, you’ll know exactly how to engage them with the next step.
Engagement Plan
Salsa ScoringUse Salsa scoring to know where supporters fall on your engagement ladder
Send Engagement Series
The Raise the Bar campaign ties many of the concepts reviewed on this webinar. In particular, you’ll notice their effective use of targeting, messaging, engagement, delivery and integration of online/offline organizing.
• Targeting: Instead of waiting for Congress to legislate fair trade policies, the campaign targeted Hershey’s who has 40% of the market share.
• Engagement: One way they engaged their supporters was asking them to 1) create a logo and message for the campaign and then invited people to 2) vote.
Salsa Case Study
• Instead of coming up with their own message, they drew on the collective intelligence of their supporters (crowdsourcing) who produced effective commercials, ads, videos and slogans. The winner received $1000 and their work featured at Green Festivals nationwide, on t-shirts, buttons, and bumper stickers.
Message
• The announcement of the “brand jamming” winners coincided with Hershey’s Annual General Meeting for shareholders in Hershey, PA. To reinforce this message to shareholders on the day of their annual meeting, concerned consumers across the country are sent emails to Hershey and posted on the company’s Facebook wall. They join the 30,000 people who have already contacted the company to make it clear that cocoa made with forced child labor is unacceptable. As a result, Hershey took notice and began discussions with the Raise the Bar campaign.
Delivery
Delivery
SOPA 24 HR Day of Action
Results + Next Steps of Action
Action Follow Up
THANKS! Laura Packard
Senior Digital [email protected]@lpackard on Twitter
Check out our blog for more Salsa tips at powerthruconsulting.com/blog!
Jeanette RussellSenior Partner Marketing [email protected] 406-880-jnet