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Online Campaigning with
      Change.org
       A Beginner’s Guide
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
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
Change.org
Change.org
change.org/petition
change.org/start_a_petition
Change.org Petitions
•   Easy to use


•   Real-time delivery of letters to targets


•   Powerful sharing tools


•   Email opt-in for nonprofits


•   FREE
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
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


•   Recruit new supporters


•   Take advantage of the news cycle
What Can You Do With Online
               Petitions?
• Pressure targets
•   Promote your issue and build awareness


•   Recruit new supporters


•   Take advantage of the news cycle
What Can You Do With Online
               Petitions?
•   Pressure targets


• Promote your issue and build
    awareness


•   Recruit new supporters


•   Take advantage of the news cycle
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


• Recruit new supporters
•   Take advantage of the news cycle
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


•   Recruit new supporters


• Take advantage of the news cycle
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
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
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
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
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
People Don’t Read on the Web...




            ...They Scan
Writing Great Petitions

•   Clear Crisp Headlines


•   Short


•   Broken into “bite sized” paragraphs


•   Note the first couple of words in each
    paragraph
Writing Great Petitions

•   Intriguing headline


•   Even shorter!


•   No links needed


•   Note the first couple of words in each
    paragraph
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
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
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
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
Sharing and Spreading the Word


•   Top petitions appear on weekly
    leaderboard and get highlighted via our
    weekly e-newsletter
Sharing and Spreading the Word


•   Top petitions in each cause are featured
    as well
Sharing and Spreading the Word


•   Top petitions in each cause are featured
    as well
Real World Example

•   Great sharing success


•   Simple to understand, broad appeal


•   Builds awareness


•   Useful for offline lobbying efforts
change.org/start_a_petition
Questions?
robin@change.org

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Online Campaigning with Change.org Webinar Slides

  • 1. Online Campaigning with Change.org A Beginner’s Guide
  • 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
  • 20. People Don’t Read on the Web... ...They Scan
  • 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
  • 28. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 29. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 30. Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts