change.org some case studies
DESCRIPTION
Weldon Kennedy and Zachary present a number of activism case studies from change.org to the 2011 eCampaigning Forum.TRANSCRIPT
The Platform for Social Action(Hello, Oxford!)
OUR VISIONThe platform for social action
Anyone, anywhere, anytime can start a campaign
What Amazon is for books, or Ebay for Commerce, or Facebook for connecting Friends
OUR TEAM
• 39 Full-time staff, up from 5 a year ago (and hiring!)
• Offices in San Francisco and Washington DC (and London & Israel?)
THE NUMBERS
285,000 New Members
2,000,000 Actions Taken
3,500,000 Unique Visitors
The Last 30 Days
CHANGE.ORG COMMUNITY
•Peer-to-Peer Distribution
•100% Issue Driven
•People that take Action
EVEN BETTER THAN THE REAL THING
ACTION PLATFORM•Most powerful free petition/campaign tool on the web
•Each month: more than 1,000 new petitions and around 2m signatures
•Social media integration and peer-to-peer spread
WHAT CHANGE ORGANISERS DOMy name is Weldon, and I’m here to help you
win.
THEORY OF CAMPAIGNSLook at one pixel of the big picture.
Photo: The Humanitarian and Development Partnership
Team in the Central African Republic
THEORY OF CAMPAIGNSPick the pixel you’re going to change.
Photo: The Humanitarian and Development Partnership
Team in the Central African Republic
THEORY IN PRACTICEBig Picture: Prejudice against the LGBT community in Africa
Pixel: legal persecution
Pixel: sexual violence and rape
Pixel: marriage legal in South Africa, but no other African countriesPixel: bigoted politicians
THEORY IN PRACTICEBig Picture: Prejudice against the LGBT community in Africa
Pixel: legal persecution
Pixel: sexual violence and rape
Pixel: marriage legal in South Africa, but no other African countriesPixel: bigoted politicians
WE WIN CAMPAIGNSFighting “corrective rape” in South Africa
THEORY IN PRACTICEBig Picture: Poor treatment of low paid workers in food services.
Pixel: No insurance coverage
Pixel: Paid minimum, not living, wage
Pixel: Unreasonable demands on employee performancePixel: Low job security
THEORY IN PRACTICEBig Picture: Poor treatment of low paid workers in food services.
Pixel: No insurance coverage
Pixel: Paid minimum, not living, wage
Pixel: Unreasonable demands on employee performancePixel: Low job security
WE WIN CAMPAIGNSEnding a dangerous marketing campaign
THEORY IN PRACTICEBig Picture: Prejudice against immigrants in the United States.
Pixel: Racist and bigoted politicians
Pixel: Harmful rhetoric in the media
Pixel: Racial profiling by law enforcement
Pixel: Restricted job opportunities
THEORY IN PRACTICEBig Picture: Prejudice against immigrants in the United States.
Pixel: Racist and bigoted politicians
Pixel: Harmful rhetoric in the media
Pixel: Racial profiling by law enforcement
Pixel: Restricted job opportunities
WE WIN CAMPAIGNSJustice for a wrongly arrested student
WINNING IS JUST THE STARTOnce you’ve changed that one pixel….You’ll want to do more.
THE MODEL
FOR EVERY CAUSE…
• Parntership Director to work with nonprofit organisations
• Editor to manage/create/push content & campaigns
• Organiser to support and win local actions
• Campaign strategist
COST EFFECTIVE RECRUITMENT
•100% Unique Names guaranteed – suppression list run for free
•Highest Quality names in the market
•Stay on Budget – NO EXTRA COSTS
•Amazing Technology Team
PROCESS• Develop petition creative – in-house campaign and email experts (as much or as little help as you require)
• Wide distribution -- targeted email blast; campaign featured across change.org distribution network
• Signed petitions generate letters to targets (if wanted)—option to join email list of sponsor organization
BENEFITS OF PAID CPA• Weekly delivery of new supporter names increases base
• Expanded reach – action network includes 15 million and growing
• Quantifiable guaranteed investment – no surprises
AND WHILE YOU’RE AT IT…
•Strengthen your Brand with Change.org
•Raise Public Awareness and support for your issue
•Leverage the News Cycle
•Make real-time Progress on your cause
QUESTIONS?
Zachary DominitzDirector of
Partnerships
Weldon KennedyDirector of Organising:
Human Rights
[email protected]@weldonwk