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Using Online Organizing to Engage Parents Donna Norton National Campaign Director
MomsRising.org Started Mothers Day, 2006
The Recipe for Layer Cake Organizing
Case Study: We wont be pacified until our broken healthcare system is fixed.
1. Aligned organizations and policy partners Identify issue-experts who can advise on strategy, timing, targeting, and effective messaging.
2.One-click Member Advocacy Action that will have an impact.
Creates a media moment and amplifies member voices -- gets more attention than people! 3.Member voice proxy
4. Using online action to amplify on-the- ground actions Members provide same-day, online back up to on-the-ground activity.
5. Fundraising Raising money online to support lobbying work
6. On the ground member-leader training and development Cultivating uber-activists to serve as ambassadors in person for online members
Healthcare Senate Meeting Map
7. Media Outreach Traditional and New Media - Broaden the audience and amplify pressure on leadership
8. The Frosting Creativity and constant re-tooling of our messaging and strategy, always putting members first.
Facebook Application: Pacifier Lapel Pins
Key Lessons Learned Keep it fun Provide multiple ways to engage Honor busy lives and intelligence Collaborate Be creative and experiment Be ready to act fast and learn from experience
Donna Norton Questions? Ideas? Keep in Touch!
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