ENGAGING YOUR GRASSROOTS ACTIVISTS The Leadership InstituteGrassroots Engagement.

ENGAGING YOUR GRASSROOTS

ACTIVISTS

The Leadership Institute Grassroots Engagement

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Grassroots Engagement

Grassroots Engagement• Ladder of Engagement• Social Media Engagement• Membership Development• Grassroots Fundraising


Ladder of Engagement





“the idea that people are likely to become

supporters of your organization by taking

easy actions, but can be consciously led to take

harder and harder actions.”

Netroot Foundation



Grassroots Engagement


Social Media Engagement




Digital Media

OK. Grassroots Engagement is important!

BUTHow do I build an ONLINE NETWORK

of Grassroots Activists to Engage??


Social networks





• Decide which social media platforms you will use?

• Complete branding information on ALL platforms

• Info should be consistent against all platforms

• Connect the platforms



Facebook Tips



Facebook Tips

• Posts between 100 and 250 characters get about 60% more likes, comments and shares.

• Photo albums, pictures, and videos get 180%, 120%, and 100% more engagement respectively.

• The best way to get people to like or share a post is to ask them to like or share it.



Facebook Engagement Comparisons

RNC DNC

1275395

622,061

48,654 59,816

Likes Talking About This



Twitter Tips



Twitter Tips

Maximize interaction on Twitter. The best way to get people to retweet

something is to ask them to retweet it.



Social Media Monitoring

TweetDeck Hootsuite



Digital Media

Website & Social Media Platforms are humming.

Now what?

MEMBERSHIP DEVELOPMENTBuild, Manage, Mobilize


Membership Development


Build | Manage | Mobilize


The Leadership Institute Digital ActivismThe Leadership Institute Grassroots Engagement

Building a List



The Leadership Institute Digital Activism

Building a List

List building methods Offline Methods (canvassing, events) Website Signups Social Media Signups Landing Pages Online petitions Online advertising List rentals and exchanges



Managing a List

Email Marketing Platforms. Infusion Soft MailChimp Constant Contact Campaign Monitor iContact aWeber


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Managing a List

You MUST have an email system to be able to manage list effectively

Build Lists Send email broadcasts Nurture sequences Results of email campaigns Analytics, split testing and optimization



Mobilizing a list



Mobilizing a fundraising list



Mobilizing a list

Use specific calls to action. Invite people to campaign events Identify campaign volunteers Solicit campaign donations Turn out your supporters to a rally Encourage people to signup on website


Grassroots Fundraising





Fundraising doesn’t happen by accident.

Technology is your friend.



Grassroots Fundraising Plan

• What is your organization purpose? Why are you trying to raise funds?

• Set Realistic Fundraising Goals.

• Design a Plan for Engagement

• Online vs. Offline Tactics

• Utilize Technology

• Motivate, Lead and Reward




NATIONBUILDER.COM



Grassroots Engagement – In Review

• Ladder of Engagement• Social Media Engagement• Membership Development• Grassroots Fundraising



Questions?GroundGameHQ.com/leadership-institute

Dan [email protected]


ENGAGING YOUR GRASSROOTS ACTIVISTS The Leadership InstituteGrassroots Engagement.

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