Louis Spitzerlouisspitzer@gmail.com

HISTORY

• ONE campaign launched in 2004• Live8 Concerts grow the organization• Make Poverty History campaign creates a

global movement to end extreme poverty• ONE merges with DATA and now is a powerful

advocacy organization with both a grassroots arm and a lobbying arm

ACTIONS SPEAK LOUDER

• Actions become paramount• Goals are pointed at moving legislation or

getting Governments to give $$$

• INSIDE/OUTSIDE is the approach

INSIDE GAME (Lobbying)

• Policy – focused on MDG issues and laws that affect those issues

• Legislative – focused on politics and how laws are made and influenced

OUTSIDE GAME

POWER OF GRASSROOTS ADVOCACY

• ONE members help achieve our advocacy goals by complimenting ONE’s “inside” lobby efforts

• ONE members grassroots advocacy provide credibility to the organization – they are the heart of our campaigning

• It’s easy to become a ONE member…the click of a mouse is all it takes…but there is much more to activism than just signing a petition

• Our biggest segment of active members are “slacktivists” – while they may only click, influentials take note when 300K+ people sign a petition.

• A smaller segment of our membership are highly engaged activists…they lead the way for our hands-on, high-impact grassroots campaigning

MEMBERSHIP SNAPSHOT

SLACKTIVIST ON-THE-FENCE ACTIVIST

cares enough about the work to open their stream of incoming

communications but doesn’t do more than click a petition or two

believe in the mission and ONE enough to take low-bar and some

high-bar actions, but they don’t yet want to assume responsibility

deep sense of commitment to ONE’s mission…are motivated, have leadership skills and will

take on responsibility

75% 22% 3%

GLOBAL

ACTIONS

Low-barSign a petitionLike a postShare a link on FacebookWatch a videoTell a friend about ONE

Middle-Bar- Take the membership survey- Post an LP story on Facebook- Call your MoC- Watch a webinar- Make your own quiz about Africa and share- Watch 3 LP videos- Check out an African artist- Watch the Lazarus effect- Learn about an African Leader- Participate in an online discussion with other ONE members- Read “Africa’s Future is Female”- Try an African recipe- Take a Quiz on African Geography

High-Bar- Submit a substantive, high-quality video highlighting ONE on your campus or in your community - Draft your own version of an Living Proof video- Work with your school to get a ONE logo or ONE Campus Challenge link on your school's homepage or school paper.- Meet up with a friend not affiliated with ONE/Africa to tell them why you joined.- Get together for coffee with another ONE member in the area:- Present on ONE's issues in one of your classes, to a local community group, a High School, or organization for at least five minutes. - Sign up at least 25 new members- Create a ONE flag and get your school to fly it on campus - Write a rhyming poem about why you are a ONE member- Email 5-10 relevant websites/blogs and ask them to feature ONE.org- Join Bread for the World in a fast to raise awareness- Join Make Poverty History’s “Below the Line” campaign and live on less than $2 a day for a week.- Donate your Facebook Status- Write a Letter to the Editor to local paper- Write a letter to a politician expressing your concern for the world’s poorest.- Call your congressman or visit them in their local office when they are on recess to show you care about health issues in sub-Saharan Africa.

cultural, social, campaigning, and educational actions intended to get ONE members “off-the-fence” and into radioactivism!

SEEDS FOR SUCCESS

Worthy goal that will have impact

An action oriented message that will resonate

Planning that is well thought out and achievable

Integration across partners & properties

A plan to achieve social success

A good close out

WORTHY GOAL THAT WILL HAVE IMPACT

Policy message: Secure the replenishment of GAVI funding among world leaders for childhood vaccines.

Message that will resonate:

GAVI

PLATFORM INTEGRATION

• Partners

• Channels

• Networks

• Online (email, blogs, AdWords)

• Bloggers

• Broadcast

MARKET SPECIFIC CREATIVE

SOCIAL MEDIA

SUCCESS

• 1,000 calls to the White House

• 3,000 + airings of the why bother video

• 5,000 twitter shares

• 23,000 Facebook shares

• 123,000 tell-a-friend shares online

• 330,000 global petition signers

• 25,000,000 media impressions

• News Coverage from ABC World News, Good Morning America, Politico, AOL, The Huffington Post and more!

… and GAVI commitments reached a level to save more than 4 million lives over the next 5 years.

CLOSE OUT

GOOD PLANNING

TIMING – schedule content updates for all of your platforms• Blog• Email• Social Media

PROCESS – planning needs processHave process documents for everything you do:

• Campaigns• Email • Social media• Website

BE NIMBLE

Campaign plans need timelines and goals that are reasonable and achievable and that do not drastically change throughout the campaign.

PITFALL #1 – Moving targets

Brainstorming campaign ideas needs to be confined to the beginning of the planning and shouldn’t be tolerated, unless to resolve conflicts

PITFALL #2 – I’ve got an idea

Creative products need to be produced to complement the goals and should be integral to achieving those goals. Advocacy should drive all campaigns and creative should support the advocacy

PITFALL #3 – Shiny objects

Tactics should be the beginning not the end. When an action is run it needs to feed into new actions. Action flow should be an integral part of the campaign plan.

PITFALL #4 – WOW that was a success

From the outset of a campaign determine if membership involvement is a priority and if so ask why their involvement will make a difference and when and how we want to engage them

PITFALL #5 – Can you send this to the list?