Obama and teh interwebs

The Nation has a great article about how Obama is mobilising people using online tools. Some highlights for me are:

• He uses facebook effectively for targetting and organising. Both his campaign team and ordinary punters are setting up events and groups.
• The campaign built their own social networking portal to connect and empower activists called MyBO, where organisers are required to post all events on the site and blog about their efforts.
• More than 350,000 people have already created MyBO accounts, posting more than 10,000 grassroots events offline, including 1,000 gatherings where supporters simply wear Obama buttons and do community service in their neighborhoods.
  
• While young participants are active, the majority of users, according to the site's administrator, appear to be middle-aged women.
• They use text messages to mobilise people on the night of big events.

It's an interesting balance between centralising and de-centralising a campaign.

webs ads, time-based activism

I was just checking out the Daily Kos for results of the New Hampshire primaries, when my eye wandered to one of their premium ad spots. The ad is about closing Guantanamo Bay, paid for by the American Civil Liberties Union.

First of all, kudos to ACLU for great timing. Loads of politically-engaged, liberal-thinking people are going to drop in to the Daily Kos during such an important event in the presidential election cycle. They're a primary audience that is often forgotten or deliberately ignored because organisations often think that they're already on board. But I don't think that necessarily are. There's heaps of issues out there and it can be taken for granted that engaged people care (or know) about yours.

All kinds of journalists, bloggers and media will also be checking in -- so that's another good audience to reach.

I clicked on the ad and went through to the ACLU website. It went straight to the campaign page -- it's a simple thing, but it's surprising how often organisations get it wrong -- which has information about the Close Guantanamo Bay day of action events and how people can get involved.

I really like the time-based activism. They've broken it up into 1, 5 and 15 minute activities. Just right for people who are time-poor -- which is probably most of us. There's nothing particularly inventive in the activities you can do there, but it's a good range. I like the 'ask me why I'm wearing orange' poster to stick up at work (or wherever) when you wear orange on the day of action.

Save My Sport -

http://www.savemysport.com.au/

This has been around for a while, but is a very interesting example of social change tools being used by money making machines!

Free TV Australia - an industry body representing television licensees (and governed by a Board of Directors from all the major networks!) - is running a campaign to uphold true blue aussies' right to see sport on free-to-air TV.

They're encouraging people to lobby their MPs! It can all be done via the website. You select your state, your electorate, and there you go - instant email access to, in my case, Mr Kevin07 himself.

It's a pretty crap website, and it doesn't really explain the issues in clear simple language that makes it easy to a) understand and b) get involved, BUT, it is interesting that what could be seen as a coalition of profit driven corporates is using traditional social change activism to generate community support..

In the face of a new government, I don't know what's happening with this campaign (and they haven't updated their website with such information either!), but watch this space.....

BZZZZ Nothing but nets new video a winner

Nothing but Nets is one of my favourite campaigns -- it's a simple concept, it provides a simple solution to a really big problem and it's done with a lot of style.

They've just launched a youtube and it's everything a campaign youtube should be. It's quirky, light on dialogue, its message is clear and there's a call to action at the end. Check it out:

Rewards and incentives

Brushing aside decades of postmodern theory, I'm claiming a universal truth: everyone likes something for free.

It's something that marketers use to great effect and I think campaigners need to start applying it to our work as well. After all, I don't think we can rely on people to do something 'because it's right' any more. I mean, how do you define right anyway? (See what I did there? Reclaimed postmodernism in the very next paragraph -- ah, how I love blogging)

I've seen it done really well. Check out the Panda Passport, WWF's action website. They reward people for taking action and have a whole system worked out matching number of actions with freebies. It's a great website actually -- a nice blend of news and timely actions, and ongoing campaigns. Well worth a look.

I've just seen it done by Friends of World Heritage who promote responsible tourism. They're asking people to take the Responsible Tourism Pledge. And what do you get in return? You get: a downloadable travel tips wallet card, a pledge certificate, wallpapers and screensavers. Sweet.

It works cos they know their target market (travellers) and things they usually like or need (responsible travel tips, pictures of exotic places) and doesn't make the supporter feel so bad for handing over all their personal details.

So go on, incentivise me.

How not to protest

It was pretty embarrassing for Climate Change protesters this week at Heathrow airport when they rallied against the development of new runways to support Heathrow's growing aviation needs. Boy did they fail to predict their support. Only 200 people showed up and it was a complete flop. There were 4 police for every 1 protestor. Hah!

Key lesson: pick your issue wisely. Don't try to mass mobilise unless you can guarantee a mass mobilisation.

AI USA thank you email

AI USA have sent an email to their subscribers which takes the form of a thankyou from the daughter of the founder of the Ethiopian Human Rights Council, who was detained and imprisoned in connection with public demonstrations protesting alleged election fraud.

It's a good approach because people like to be thanked and they also like to feel that their letters actually go where they're needed and have some effect. The subject line, "thanks for helping to free my father", is also a winner. Once people have the glow (this stuff works), they get asked to do something more. It's a good formula.

Here's the email:

Dear Sarah,

Thank you so much for working to create a better world with Amnesty International. Today, I want to share with you how your efforts are saving lives and inspiring change across the globe.

My father Mesfin Woldemariam, founder of the Ethiopian Human Rights Council, was detained and imprisoned in connection with public demonstrations protesting alleged election fraud. He and 37 other co-defendants were recently convicted and sentenced to life in prison, for doing nothing more than expressing their political beliefs. But dedicated activists like you helped press the Ethiopian authorities to free Mesfin and other prisoners of conscience, which the government did today in Addis Ababa!

My father and his co-defendants suffered in prison because of overcrowding, lack of access to health care, and overall poor conditions. Today, his health remains fragile, but his spirit is strong. Thanks in part to your help, he is now free!.

You can help even more by sending an email to your Representative to ask them to co-sponsor and pass the Ethiopia Democracy and Accountability Act (HR 2003).

Please accept my heartfelt thanks for your continued support of Amnesty International's important work to champion human rights in Ethiopia and around the world. You are needed now more than ever, and as you can see, your actions really do change lives.

Sincerely,