Social Change Anytime Everywhere : How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community
| Year of publication: |
2013 ; 1. Aufl.
|
|---|---|
| Authors: | Kapin, Allyson ; Ward, Amy Sample |
| Publisher: |
[s.l.] : Jossey-Bass |
| Subject: | Social Web | Social web | Online-Marketing | Internet marketing | Vertriebsweg | Distribution channel |
| Extent: | Online Ressource (PDF, 10064 KB, 256 S.) |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage Your Community; Copyright; Contents; Figures and Tables; Figures; Tables; Foreword; Preface; Who should Read this Book; What does Online Multichannel Mean?; What's ahead in the Book; Reading this Book; Continuing the Discussion-While You're Reading the Book, and Later On; Acknowledgments; The Authors; One: Why Are Online and Mobile Channels So Important to Nonprofits Today?; The Growth of Social Networks; Who is using Mobile?; Don't Forget: Offline Counts Big Time Too! Two: Guiding Principles for Anytime EverywherePrinciple 1. Identify your Community from the Crowd; Your Community; Your Network; The Crowd; Time; Action; People; Principle 2. Focus on Shared Goals; Community Mapping; Identify the Groups; Identify the Goals; Principle 3. Choose Tools for Discovery and Distribution; Align Tools with Groups of People; Identifying Preferred Tools; Principle 4. Highlight Personal Stories; Individuals; Organizations; How Planned Parenthood Federation of America's StoryBank Helped In Crisis Communications; Principle 5. Build a Movement; Branding; Co-Creation How Youthnet Harnessed Volunteers for a Website RedesignCo-Creation Cycle; Slacktivism or Micro-Action; Metrics; Impact; How to Mama with Love Builds a Movement; Put these Principles into Action; Discussion Questions; Three: Advocacy Anytime Everywhere; Advocating for Social Change: Three Principles to Live by; Create a Successful Multichannel Advocacy Plan; 1. Identify Realistic Short-Term and Long-Term Goals and Objectives; 2. Identify Advocacy Targets; 3. Craft Your Core Message; 4. Outline What Actions You Want People to Take; 5. Know Who Your Supporters Are 6. Understand How Your Supporters Think7. Find Out What Makes Your Supporters Tick; 8. Identify How Audiences Prefer to Get Information and Communicate; 9. Reach Your People in Online Communities; Use Multiple Channels to Engage Supporters; Tailor Messages and Calls to Action to Channels and Audiences; Mobile Advertising; Mobile Applications; Blogs; Dealing with Trolls; Video; Seiu Uses Video to Communicate and Recruit Millennials; Social Networks; How JDRF used Social Media for a Petition Drive; Design for Distribution; Deliver Your Messages to Advocacy Targets Across Multiple Channels Metrics: Measure Impact Across Multiple ChannelsConversion Rates; Website Visitor Loyalty; Share of Search Across the Web; Impact on the Ground; More Metrics to Consider; Nonprofit Industry Standard Metrics; Online Advocacy and Email; Why Churn Rates Are Important; Social Media; Mobile; Special Focus: Advocacy Reach Globally; Seed the Channels; 350.org's Global Advocacy Reach; Measurement Challenges for Global Advocacy; Putting It All Together: Your Complete Multichannel Advocacy Campaign; Discussion Questions; Four: Fundraising Anytime Everywhere; Fundraising is Like Baking Bread Psychology of Giving: What Motivates People to Donate? Electronic reproduction; Available via World Wide Web |
| ISBN: | 1-118-28833-5 ; 1-118-33379-9 ; 978-1-118-33379-2 ; 978-1-118-28833-7 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011827049