Julia Rosen of the Courage Campaign facilitated a great session on tools and techniques for online organizing. Here are notes from the session, taken by Kat.
Courage Campaign EqualityHub
EqualityHub is the Courage Campaign’s tool for online organizing. Provided by Bluestate Digital, this is a version of the software that ran MyBarackObama for the Obama Campaign. EqualityHub is a powerful tool that makes it easy to organize online campaigns, with phone banking, events, and actions. Results from phone banking can be transferred into the master voter database. EqualityHub is one of many tools that are useful for online organizing. It won’t be as useful as tools like Facebook as a social networking website. EqualityHub doesn’t have a Facebook app yet, and it doesn’t yet have APIs (application programming interfaces that allow developers to connect and extend it). Any group created in the Courage Campaign would be a group within Courage Campaign. Donations within EqualityHub go to the Courage Campaign, and cannot be targeted at Marriage Equality.
How to keep folks engaged?
Keep folks engaged by having interesting things on the home page regularly. Network with other groups to find activities that are suitable for your constituency.
Twitter
What is Twitter, and how is it used in a real world scenario? Twitter is like Facebook Status updates on steroids – and it allows people to respond to those status updates instead of just leaving a comment on your profile. You have up to 140 characters to type your message. You can use Twitter to spread links to videos, events, and other content you want to share. It’s great for creating “flash mob” events. You can set your Twitter updates to be public (viewable by everyone) or private (viewable only by people following you, and you approve followers).
Email Best Practices
If you have a small organization and don’t want to “bcc” – there are companies can send broadcast email for a small fee for each email. You get basic reporting on the people you send emails to (who opened it and who didn’t, who subscribed when). Pay attention to the response rate to your action alerts — if you’re getting thirty percent of emails going through, then that’s good. One recommended tool is Constant Contact ($14.00 / month).
When using services, be careful because they get blacklisted for violating ISP spam policies. Be careful to stay on the “white lists” . If service providers are worried about you, they’ll blacklist you and kick you off. It’s a real struggle for a small organization to be white listed. Make sure to build your list organically – sign up folks who want your emails or you can get in trouble with the service provider. Be careful if you’ve got 501c3 status and don’t announce your 527 activities (political organizations can take unlimited amount of money)
How does Courage Campaign handle email opt-in?
Courage Campaign uses “single opt-in” – anyone who signs up with us gets on the list. We don’t add people to it randomly. If you’re on the list, then you’ve done some sort of action with Courage Campaign.
What is the most effective way to spread the word?
There is no one magic bullet. We need to use multiple platforms. Facebook and Twitter are good for younger generation. There are more African-Americans on MySpace. It’s good to have an email newsletter that is sent at regular intervals. You can use SMS to send text messages to community members. Mobile Commons is an SMS service provider. Google’s Open Social is an emerging standard enabling different social networking sites to connect.
Is there a place to brainstorm events?
You can create a Google group or a Facebook group and have a group discussion to plan events. Also, tools like Google Docs, pbwiki and wetpaint can be used to work together on plan details. Social networking tools are best for rapid organization. EqualityHub is best at executing long term plans for groups working over a period of months
How can I use online video?
You can use viral video to promote events and campaigns. Post your video to Youtube and use Digg.com to get interest. Send the video out to your list — folks are more likely to watch a video than read an email. To take advantage of the ranking system (the hottest videos), send your video out out RIGHT BEFORE you start a promotion (sending emails, facebook messages, texts, twitter, etc). You get 48 hours to get as many viewers as possible to be on those daily lists. As a non-profit, you can rise up the ranking faster because there are fewer folks who are uploading things in the category.
It costs money to produce high quality videos. But you can produce video cheaply – get a flipcam. Video editing tools include Windows video editor, photobucket.com, flickr.com (can give you metrics, demographic data on who’s looking at your videos, when, where, how, etc)
Volunteer Management Software
There is no good version of this that really exists. Everyone wants to do different things with their lists, so it’s very difficult to make a system to manage volunteers. Courage Campaign VAN is good for storing data – but not managing volunteers. It sounds easy to write a voter management application, but for a large campaign, you’ll need different people at different levels to be able to access different functions, and to allow volunteers to say what tasks they’ve done. The process is different for every campaign, so it’s hard to write good general-purpose softare.
Jointheimpact.com
Jointheimpact.com arose to meet a need for events to organically happen and a place to publicize the events.
But the wiki site is not user-friendly for non-techies. They need to make system more user-friendly or plug into other tools. Want it to be better? Join them and help them be more organized. They’re interested in getting help.
Causecast
Causecast.org – register events there – nonprofits get free services (community of users internationally)
How to coordinate around tech tools for organizing?
There’s a brand new Facebook group, Geeks for Equality to stay in touch and learn.
Frequently asked questions
Information about tools and practices will be found on EqualityCamp website. A link will be posted to the Facebook Geeks for Equality group.
Equality Camp
Host an EqualityCamp, an open event bringing Tech people together with activists to brainstorm and create tools and organizing activities.
Upcoming Events
Online Voter Contact Tools for Organizations – what’s available and how to use them
Wed, Feb 4th, 6pm PST
Dial-in: (714) 432-0800
Guestcode: 814042
Email julia at couragecampaign dot org if you cannot make that call
On Feb 8th there will be Planning meeting about creating an online clearinghouse for all LGBT events coming up
See Geeks for Equality Facebook group for more information.