online organizing

The Inter­net func­tions very much like a hydrant. Its only promise is a pow­er­ful flow of infor­ma­tion that enables learn­ing and col­lab­o­ra­tion. This resource stream can lead to either rev­o­lu­tion­ary change or recre­ational noise. When prop­erly under­stood and deployed, online orga­niz­ing allows mod­ern activists to employ time-honored strate­gies while aim­ing for the big changes our times require.

— Ben Brandzel, What Mal­colm Glad­well Missed About Online Orga­niz­ing and Cre­at­ing Big Change

Noth­ing replaces on-the-ground orga­niz­ing and cam­paign­ing. But sup­ple­ment­ing it with an effec­tive online strat­egy opens up oppor­tu­ni­ties to make these big changes Brandzel writes about.

On-line strat­egy is about mes­sag­ing to moti­vate and cre­at­ing effec­tive on-line nar­ra­tives that moti­vate peo­ple to act.  reWORKit can help you develop this strat­egy through:

  • email
  • peti­tions
  • social media strategy
  • online video & webcasting
  • blog­ger outreach
  • mea­sur­ing your on-line success

Email strat­egy

Email strat­egy is about build­ing a list of sup­port­ers, devel­op­ing effec­tive email writ­ing, and mov­ing mem­bers to action. It is a cru­cial part of com­mu­ni­ca­tion with your mem­bers and with the pub­lic at large.  It seems sim­ple, but email strate­giz­ing can be very effective.

reWORKit’s email sup­port includes:email marketing

  • writ­ing and design­ing email newslet­ters and actions, includ­ing tips for writ­ing effec­tive emails
  • how to build your lists, both with mem­bers and the pub­lic at large and how to man­age these contacts
  • using dif­fer­ent email lists for dif­fer­ent pur­poses.  This includes gen­eral lists, spe­cific cam­paign lists, etc…
  • email analy­sis to bet­ter engage with read­ers — This means under­stand­ing who is (and isn’t) read­ing your email, if it is being for­warded, if peo­ple are click­ing through to your site, etc…

reWORKit can set you up with a sim­ple, but pow­er­ful email cam­paign­ing tool that mem­bers and the pub­lic will want to read and engage with.

Social Media Strategy

social media iconsUse Twit­ter, blog­ging, video net­work­ing, Face­book, and social book­mark­ing to:

  • out­reach to inac­tive members
  • ask mem­bers about their needs & priorities
  • send out infor­ma­tion about Local meet­ings & events
  • remind mem­bers about meet­ings or votes
  • send updates about ral­lies & bargaining