Grassroots 2.0

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Grassroots 2.0
Innovations in Online Advocacy and
Outreach Chris Dunkin Convio Mike Dean Tipping
Point Strategies
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An Explosion Online

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Growing Power of the Internet

• 52 of internet users, or about 63 million
  people, said they went online to get news or
  information about the 2004 elections. We call
  them online political news consumers.
• 31 of all Americans, or about 60 million people,
  say they were online during the 2006 campaign
  season gathering information and exchanging views
  via email.
• A new online political elite is emerging as 23
  of campaign internet users, or 14 million people,
  became online political activists.
• 8 of campaign internet users posted their own
  political commentary to a newsgroup, website or
  blog.
• 13 of them forwarded or posted someone elses
  political commentary.
• 1 of them created political audio or video
  recordings.
• 8 of them forwarded or posted someone elses
  political audio or video recordings.

Source Pew Internet American Life Project
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Source Pew Internet American Life Project
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The Future is Now

• Americans spend more time on the Internet than
  any other activity
• Number of hours Americans spend on these media
  activities
• 3.6 Internet, 2.5 - TV, 1.3 Radio, 1.3 -
  Telephone
• OMD, a New York based media services
  company, November 2006
• An increasing number of people now believe that
  the web can give them more political power
• USC Annenberg School, December 2005

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What is Grassroots 2.0?

• Grassroots 2.0 is the next evolution in
  grassroots organizing that uses the Internet as
  the hub of the grassroots infrastructure.
• This type of grassroots empowers advocates to
  become more active and have ownership over the
  message and some tactics.
• Key Principles
• Interactive
• Fun/Entertaining
• Utilizes Collective Intelligence
• Gives advocates more control

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Things to Think About

• What sort of an impression are you making on the
  Internet?
• How well are you leveraging your web site to
  engage visitors vs simply giving information
  about you?
• How can you create and empower your evangelists?

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Effective Advocacy Revolves Around the Web

• It is where people go to get information
• Easy to participate
• More engaging
• Improves loyalty
• Proven that it works

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How Technology Makes it Easy

• Improves the speed and efficiency that you can
  get information out
• Your messages can spread to a wider audience
• Save time and money
• Advocates expect it
• Can evaluate and target impact

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The Building Blocks for Successful Use of
Technology

• Develop a plan
• Collect email addresses
• Establish regular interactions
• Personalize and customize messages
• Create a theme
• Make people act, participate
• Integrate online and offline activities
• Test and follow what works

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Email Marketing Schedule
Appeals
e-News
Renewal
Upgrade
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Collect Email Addresses
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Budget, Rate of Growth, List Quality
High Quality
Collecting Opt-ins on your site ()
Viral Campaigns ()
List Swaps ()
Name Acquisition Targeted Community ()
Guerilla Marketing ()
Online Advertising ()
Canvassing ()
Name Acquisition General Community ()
List Append ()
Low Quality
Slow Growth (Rapid Growth (8k/month)
Slide Courtesy of Andy Stocking, Care2
(www.care2.com)
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Pyramid of Engagement
Advocate
Organization

• eNewsletters
• Action Alerts
• Interactive/Informative Advocacy website
• Petitions

• Receiving eNews
• Visiting Advocacy website
• Learning about issues

Tier 4
Tier 3
Tier 2
Tier 1
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Pyramid of Engagement
Organization
Advocate

• Targeted and personalized emails based on
  participation, legislative district, etc.
• Additional information about possible events for
  advocates to participate in

• Visiting advocacy website with purpose
• Writing letter to legislator
• Letting their voice be heard

Tier 4
Tier 3
Tier 2
Tier 1
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Pyramid of Engagement
Organization
Advocate

• Continued targeted and personalized emails based
  on participation, legislative district, etc.
• Asking advocates to join you for a legislative
  event
• Asking them to place a call on the
  organizationss behalf

• Continued Advocacy on Universitys behalf
• Event participation
• Calling a legislator
• Very engaged advocate at this point

Tier 4
Tier 3
Tier 2
Tier 1
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Pyramid of Engagement
Organization
Advocate

• Continued targeted and personalized emails based
  on participation, legislative district, etc.
• Hosting events and going on trips to the Capitol
• Sending advocates on missions e.g., meet with
  Senator Kennedy and discuss this issue

• Continued Advocacy on organizations behalf
• Further Event participation
• Calling a legislator
• Visiting with a legislator
• Advocate feels that they are making a difference
  in the organizations efforts

Tier 4
Tier 3
Tier 2
Tier 1
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Establish Regular, Personal Interactions
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Personalize and Customize

• Send your message from an individual, not from an
  organization
• Address the person by name
• Include personal data and legislator contact
  information in the body of the email
• Sign the message with your name and organization

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Create a Theme
UMNs Successful Bring Gopher Football Back to
Campus Campaign
Victory!!
Sample emails from their 3 year campaign
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Integrate Online and Offline
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More Information

• Visit www.TippingPointStrategies.org
• Mike_at_TippingPointStrategies.org