2. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
3. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
8. Change.org Petitions
• Easy to use
• Real-time delivery of letters to targets
• Powerful sharing tools
• Email opt-in for nonprofits
• FREE
9. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
10. What Can You Do With Online
Petitions?
• Pressure targets
• Promote your issue and build awareness
• Recruit new supporters
• Take advantage of the news cycle
11. What Can You Do With Online
Petitions?
• Pressure targets
• Promote your issue and build awareness
• Recruit new supporters
• Take advantage of the news cycle
12. What Can You Do With Online
Petitions?
• Pressure targets
• Promote your issue and build
awareness
• Recruit new supporters
• Take advantage of the news cycle
13. What Can You Do With Online
Petitions?
• Pressure targets
• Promote your issue and build awareness
• Recruit new supporters
• Take advantage of the news cycle
14. What Can You Do With Online
Petitions?
• Pressure targets
• Promote your issue and build awareness
• Recruit new supporters
• Take advantage of the news cycle
15. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
16. Great Online Campaigns
• Address clear and specific issues
• Are timely
• Target decision makers
• Are easy to understand
• Appeal to a broad audience
• Get straight to the point
17. All About Targets
• Choose targets who are decision makers whenever possible
• Think about who might be easiest to influence with an online
petition
• Targets don’t need to be well-known, but they need to be relevant
• Don’t be afraid to choose more than one target
• President Obama isn’t always the best target
18. Some Great Targets Besides
President Obama
• Cabinet Officials (Secretary of State, Treasury Secretary, EPA
Administrator, etc.)
• Senate and House Committee Members
• Local Officials (Mayors, School Boards, Utility Comissioners)
• Business Leaders (CEOs, Corporate Social Responsibility Officers,
Communications and PR)
• University Presidents and Deans, NGO Leaders, Celebrities
19. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
21. Writing Great Petitions
• Clear Crisp Headlines
• Short
• Broken into “bite sized” paragraphs
• Note the first couple of words in each
paragraph
22. Writing Great Petitions
• Intriguing headline
• Even shorter!
• No links needed
• Note the first couple of words in each
paragraph
23. Online Campaigning with
Change.org
1. Change.org and Our New Petition Tool
2. What Can You Do With Online Petitions?
3. Choosing a Campaign and Targets
4. Writing a Winning Petition
5. Sharing and Spreading the Word
24. Sharing and Spreading the Word
• Sharing is the key to success
• Start with email, Facebook, and Twitter. In
that order.
• Built into Change.org
• Your friends, followers, fans, and contacts
are are your outreach team
25. Sharing and Spreading the Word
• Sharing is the key to success
• Start with email, Facebook, and Twitter. In
that order.
• Built into Change.org
• Your friends, followers, fans, and contacts
are are your outreach team
26. Sharing and Spreading the Word
• Sharing is the key to success
• Start with email, Facebook, and Twitter. In
that order.
• Built into Change.org
• Your friends, followers, fans, and contacts
are are your outreach team
27. Sharing and Spreading the Word
• Top petitions appear on weekly
leaderboard and get highlighted via our
weekly e-newsletter