building narrative power - 21 digital strategy tips for community organizing
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2 1 D I G I TA L S T R AT E G Y T I P S F O R C O M M U N I T Y O R G A N I Z I N G
B U I L D I N G N A R R AT I V E P O W E R - C C I S C O / P I C O N AT I O N A L N E T W O R K
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T H I S M U S T B E A D E E P PA RT O F Y O U R O R G A N I Z AT I O N A L C U LT U R E : F R O M F R A M I N G , T O Y O U R W E B S I T E , T H R O U G H P R , A N D H O W Y O U
T E L L Y O U R O W N S T O R Y O N S O C I A L M E D I A A N D W I T H C O N T E N T C U R AT I O N
1. Digital and Communications strategy should be seen as central to any organizing strategy today
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– J O H N N Y A P P L E S E E D
2. Use the Story Based Strategy Centers “Battle of the Story” and Center for Media Justice templates and trainings
to develop framing with leaders, clergy and organizers
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3 . C R E AT E C L E A R , A S P I R AT I O N A L , FA I T H I N S P I R E D M E S S A G I N G
A N D I M A G E S
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4 . T E S T C A M PA I G N L A N G U A G E W I T H L E A D E R S , C L E R G Y A N D M E D I A C O N TA C T S
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5 . P U T L E A D E R S S T O R I E S AT T H E C E N T E R O F C A M PA I G N S , S O C I A L M E D I A A N D Y O U R W E B S I T E
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6 . G R O W Y O U R S O C I A L M E D I A P R E S E N C E S T E A D I LY O V E R T I M EE S P E C I A L LY O N : FA C E B O O K , T W I T T E R , I N S TA G R A M A N D L I N K E D I N
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7 . P H O T O S W I L L A LW AY S B E T H E M O S T P O P U L A R T H I N G T H AT Y O U S H A R E
• A Good formula is :
• Always lead with the right photo
• Add text - translate
• Add tiny url for more in depth story after text
• Tag public figures, organizations and leaders in the post and photo
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8 . P U B L I S H Y O U R R E P O R T S A N D T R A I N I N G S O N L I N E U S I N G :
• ibooks author, kindle
• Slide Share
• ISSUU or
• Scribd
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9 . V I S U A L I Z E Y O U R D ATA
• Using platforms like:
• Keynote, ibooks
• Picktochart
• Blackbaud
• visual.ly
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1 0 . D O N ’ T N E G L E C T T H E E M A I L A N D T U R N O U T F LY E R S
• Understand how the digital divide exists in the communities you live and work in
• Make sure your email blasts and website are mobile compatible
• Also consider using text messaging for turnout
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1 1 . S E N D P R E S S R E L E A S E U S I N G M U LT I P L E C H A N N E L S
• Call Assignment desks and reporters personally
• Tweet reporters and newsrooms
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1 2 . D O C U M E N T Y O U R A C T I O N S T O T E L L Y O U R S T O R Y
• Photography is the most important
• Record the audio of the action to pull quotes for the photographs
• Film and Live stream if possible - most labor intensive for least return
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1 3 . I N S E R T Y O U R M E S S A G E A S A C E N T R A L PA R T O F T H E A C T I O N
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1 4 . T E L L T H E S T O R Y O F T H E A C T I O N W I T H P H O T O G R A P H Y T H AT S H O W S E M O T I O N
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1 5 . S E N D P O S T A C T I O N P R E S S R E L E A S E T O A D VA N C E T H E N A R R AT I V E
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1 6 . L E A R N D E S I G N H A C K S
• Learn to use simple design tools and photo editing for non-designers
• Keynote, Haiku Deck
• Apps: Pic Stitch, Camera+, Over, Snapseed, Phoster, Photoshop
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1 7 . C U R AT E Y O U R C O N T E N T B Y C A M PA I G N F O R M E D I A A N D F U N D E R S
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1 8 . R E B E L M O U S E I S Y O U R F R I E N D A U T O M AT I C A L LY U P D AT I N G Y O U R S I T E W I T H E V E R Y S O C I A L M E D I A U P D AT E Y O U M A K E
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1 9 . B U I L D A W E B S I T E T H AT B R I N G S I T A L L T O G E T H E R : S T O R Y C E N T E R E D , S O C I A L , C A M PA I G N B A S E D , A N D F O R L I S T B U I L D I N G
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2 0 . R E C O G N I Z E T H E C L E A R C O N N E C T I O N B E T W E E N D I G I TA L S T R AT E G Y A N D O N L I N E F U N D R A I S I N G + M A K E I T E A S Y T O D O N AT E O N Y O U R S I T E
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2 1 . D E S I G N D Y N A M I C E N D O F Y E A R R E P O R T S A S I N F O G R A P H I C S , V I D E O S O R E B O O K S
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Stories are everywhere around you, just be creative!
and pay attention to the details… !here’s one last example
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“Getting ready to get out the vote from Richmond Bethlehem Missionary Baptist Church”
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“Neighborhood Strategizing with Melahia and Pat Douglas”
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“These were our friendly guides to one Richmond neighborhood”
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“Sometimes you have to do a bit !more than knock on doors,!
time to fix the chain !while we work at fixing these!
broken political systems!”
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'Oh I know these guys I will take you there’
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