Social change anytime everywhere : how to implement online multichannel strategies to spark advocacy, raise money, and engage your community / Allyson Kapin, Amy Sample Ward ; foreword by Craig Newmark.

Format:

Book

Author/Creator:

Kapin, Allyson, 1974-

Ward, Amy Sample, 1982- author.

Series:

Gale eBooks

Language:

English

Subjects (All):

Nonprofit organizations.

Social media.

Social change.

Physical Description:

1 online resource (xxiv, 230 pages) : illustrations (some color)

Edition:

1st edition

Place of Publication:

San Francisco : Jossey-Bass, 2013.

San Francisco, CA : Jossey-Bass, 2013.

Language Note:

English

System Details:

text file

Summary:

"The nonprofit's how-to guide for using online media to further their missionsThis book is written for nonprofit staff who say themselves or are asked by others, Email communications, social media, and mobile are important, but how will they help our nonprofit and the issues we work on? Most importantly, how the heck do we integrate and utilize these tools successfully? The book will help answer these questions and is organized to guide readers through the planning and implementation of online multi-channel strategies that will spark advocacy, raise money and promote deeper community engagement in order to achieve social change in real time. Offers a practical guide for nonprofits on how to best implement online and social media Outlines the various types of mobile media and online and when it makes sense to use them Shows how to build mobile expertise into the staff structure and sell mobile initiatives to the board Social Change Anytime Everywhereserves as a resource to help nonprofit staff and their boards quickly understand the evolving online landscape and identify and implement the best online channels, strategies, tools, and tactics to help their organizations achieve their missions"-- Provided by publisher.

Contents:

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?

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9781299241848

1299241840

9781118333792

1118333799

OCLC:

814982233