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Digital Organizing for Mobilizations

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Training by Atiya Jaffar

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Stages of Mobilization Organizing

Step 1. “The Launch” - Announcing the Event

Step 2. “Recruitment” - Convincing people to attend!

Step 3. “Live Storytelling” - As it happens coverage of the mobilization

Step 4. “Reportback & Wrap Up” - Tying the bow on the mobilization before moving to the next thing.

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  • The Launch

Your team has this great plan! Let’s tell the world about it.

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Before the Launch

  • Have a campaign plan/trajectory plotted out
  • Set a date & share it with the digital team
  • Develop a battle of the story
  • Develop a visual identity & style guide
  • Have a rough digital plan plotted out
  • Set expectations with partners/coalitions
      • ex. Data Sharing Agreement
  • Create launch content with time to receive feedback

�Also check out: “Mass Mobilization: A User’s Guide”

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Key pieces to communicate

  • Call to Action
  • Who/What/Where/When
  • Theory of Change
  • Urgency/Political Moment

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Launch Content

What you definitely need:

  • ActionKit/Action Network backend
  • Website
  • Social Media posts & share graphics + Hashtag
  • Launch Blast! (long & explanatory vs. short & simple)

What you might need:

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Keep in mind!

  • Prophetic Promotion + Maintaining Uncertainty
  • Timing matters!
  • This is often the moment of peak recruitment
  • Try to get as much ready as soon as possible.

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2. Recruitment

Getting the word out there to bring people out to the mobilization.

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Who are we trying to reach?

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Goal

Actions

People not in our network

Brainstorm who they are and how to reach them

Partner outreach

Media

Social media boosted posts

People who are in our network

Get them to sign up!

Compel these people with your story

People who sign ups as RSVPs

Make sure they have the info they need to show up

Keep in touch + keep informed

People who attend the action

Bring as many people as possible from above to this category

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Digital Calendar

  • Check Out this Sample Digital Content Calendar
  • Consider the different tactics that you need to engage different ladder of engagement members
  • Stay nimble and let your calendar evolve/change
  • Keep in mind major campaign and political moments
  • Share this with others!

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Important Considerations:

  • Use all of your bandwidth
    • Repeat the core message & adapt for audiences
    • Hold up a mirror
  • Talk to RSVPs often
    • 1-2 blasts a week is decent
  • Don’t panic!
  • Shift from broad recruitment to communicating with RSVPs
  • Talk about logistics & show prep
  • Distributed participation

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Share stories.

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Tell Stories!

  • Show breadth and depth of support
  • Uplift the right voices
  • Consider hosting webinars + fb lives
  • Use blogs creatively!

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Tell Stories!

  • Live stream the art build!

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Tell Stories!

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The last 48 hours

  • Let people know you have your shit together
  • Add key info to your website, email about it, meme it

ex. The map of the action, information about carpools, the list of speakers

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3. Live Storytelling

As it happens storytelling!

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LIVE from X

  • Have a solid coverage plan with defined roles
  • Choose the right moment & go live!
  • Use twitter for more consistent updates
  • Have a person providing remote support
  • Consider a digital ask for your audience
  • Turn your website into a storytelling page
  • Check out the live coverage training here

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4. Report back & Wrap up

Tell your followers what happened.

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Digital Team is the last to join the party

  • Send the report back blasts
  • Upload the wrap up video
  • Upload the action photos
  • Turn over the website
  • Then go and celebrate the successful action!

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There’s more but that’s all for now!

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