DIGITAL STRATEGY
Alexander Rony
Senior Digital Innovation Campaigner
1.
2.
3.
4.
Strategy
Tools
Content
Promotion
CAMPAIGN STRATEGY
THEORY OF CHANGE
Why should this person
Why should this person
Take this action
Why should this person
Take this action
At this moment?
Why should this person
Take this action
At this moment?
HARD
LADDER OF
ENGAGEMENT
EASY
Organize an event
HARD
Donate money
Attend an event
Write an LTE
Call decisionmakers
Share with a friend
Sign an online petition
EASY
EXERCISE ONE
Choose a policy you want to see changed. Who should you target,
what is your timeline, and what is your theory of change?
DIVERSITY, EQUITY,
& INCLUSION
TOOLS
Supporters
Events
Donations
Actions
Emails
CORE
1. It's ours.
2. Better data.
3. Better design.
4. Better connections.
Make it simple to get involved
Show cumulative impact to
inspire taking action now
Create intrigue and urgency
by featuring campaigns
Offer different ways to get
involved
WHERE TO GO
If you are working...
FOR A CHAPTER
WITH NATIONAL STAFF
FOR GRASSROOTS NETWORK
Chapter will coordinate
Staff will coordinate
Contact Gwyn Jones
WHAT'S NEXT?
SOCIAL MEDIA
STYLE
THE HOOK
SENSE OF URGENCY
TONE OF VOICE
USE EMOTION (!)
Excitement
Outrage
K.I.S.S.
Keep It Sweet and Simple
MECHANICS
EXERCISE TWO
Write an action alert to post on AddUp.
KNOW YOUR
AUDIENCE
ANALYZE
PROMOTION
DELIVERY
QUESTIONS?
Contact: Alexander Rony
[email protected]
All photographs in this presentation
are licensed under Creative
Commons Zero (CC0).