August 25, 2010

Move the needle: How to activate your supporters


And download these 3 flyers on tools & platforms for social change

Last night I gave another in the series of Mobilize Your Cause mini-camps at the Hub SoMa in San Francisco. It went well, with representatives from Women’s Film Institute, CBS Interactive, Small Act and a number of startups and consultancies coming by to do a deep dive into how to use social media to move the needle for your cause or organization.

My partner and colleague Sloane Berrent wasn’t in town for the joint presentation, but Pamela Hawley, founder and CEO of UniversalGiving, came by and offered some great thoughts about the importance of stepping back and identifying your organization’s story — its core value proposition — before diving into the toolsets. Her recent trip to the White House with 50 other social entrepreneurs drew a number of questions from people eager to connect with the social enterprise community.

Handouts on social action hubs, mobile apps & more

12hubs  10mobileapps  12steps

For the event, Socialbrite produced three new or modified flyers — download them for free and repost on your site!:

12 Social Action Hubs — Online communities and crowdsource platforms (shortener: — PDF)

10 Mobile Apps for Social Good (shortener: — PDF)

12 Steps to Mobilize Your Cause (shortener: — PDF)

A presentation to get the ball rolling

The presentation was intended not as a comprehensive survey of social media tools or strategies, but as a way to introduce concepts that can be plumbed more deeply in the weeks ahead. In the main, it consisted of three main parts:

Case studies — successful cause campaigns by Equality California, Tweet for a Cure, Grassroots Mapping, charity:water, Greenpeace, Egypt’s Women & Memory Forum and Nawaa, a group of political activists in Tunisia. (What they did with Google Earth blew me away!)

12 steps to activate your supporters, starting with listening and ending with real-world events.

Tools and action hubs for social change, including Google Earth, Creative Commons, Google Sidewiki, widgets, word cloud visualizations and more.

A technical glitch: Any theories?

We spent a half hour before the session began tackling a technical glitch I had never seen in 10 years of presentations: My videos were playing fine in Keynote on my MacBook Pro, but when the image was projected onto the wall, only the QuickTime still image was visible — nothing that “moved” was displayed through the projector during the entire evening. Which threw me for a loop, since my presentations are intensely media-rich. Have you ever seen that before? What do you think could have caused that?

Despite that, it was a great gathering and I hope to be back at the Hub soon! If you’d like a Mobilize Your Cause workshop held at your organization, drop us a line. Continue reading

June 7, 2010

12 steps to a successful cause campaign

JD LasicaAbout 50 people — social activists, nonprofit executives, political campaign strategists — turned out for the first Mobilize Your Cause Bootcamp on June 2 to kick off Personal Democracy Forum in New York.

Above is the first part of the presentation on Slideshare: 12 steps to a successful cause campaign (or, if you prefer, advocacy campaign or e-campaign).

While there are other steps that can take your campaign to the next level, these 12 steps are the building blocks you need to get started:

  1. First, listen and observe. Engage before the Ask.
  2. Set clear goals & define metrics to measure
  3. Define a clear theme
  4. Frame it with a personal story
  5. Create a simple call to action
  6. Create a conversation hub for participants
  7. Give your campaign social love handles
  8. Consider a mobile component
  9. Identify & enlist evangelists
  10. Create ongoing mini-actions & provide updates
  11. Use immediacy: Headlines & deadlines
  12. Measure results, reconnect, refine, refresh

The bootcamp — and the Slideshare presentation — flesh out these recommendations in more detail. And we’ve just added a “Mobilize” section of Socialbrite to pull together the most relevant resources and pointers.

We’ve already had a couple of inquiries about holding another day-long Mobilize Your Cause Bootcamp. If you’re interested, let’s discuss. Continue reading