Breaking water

Here’s what we’ll cover:

Event Planning

Gathering support

Connecting Online

Closing the loop

1Breaking

Water

Um, are we going swimming?

Nope!

This is your campaign escalating through well planned online tactics

A campaign “breaks water” though an offline event that puts your movement on the map, gathers media

attention, and puts you face to face with your target.

QUESTION: “I’m crushing my online campaign, why

do I need to hold an event?”

ANSWER: Because they look awesome

AND they:

Use visual representation

Build communityConvey emotion and power

Would MLK’s march on Washington have been as powerful if each person had signed an

online petition?

Consider this image

Maybe, but likely not.

There’s something about being physically together in one place that shows the power of a

movement.

2Event

Planning

Get in front of your Target

Set up a private meeting so you and your target can discuss the issue.

Hold a public display outside an office building or headquarters

Pro Tip: Ever heard

of Birddogging?

That’s when you find

out where you

target’s event plans,

and surprise them by

showing up to make

your demands.

Want some ideas? These events rock:

Petition Delivery

Be Creative! What else would work for your campaign?

Call in Day

Rally

March

Sit-in

National Day of action

Letter writing

Determine your Goals

Ask yourself these questions three:

Is it timely and relevant to your supporters?

Is it a core part of your larger campaign narrative?

Will reaching your goal actually create

change?

Ok, what’s my master plan?

One month beforehand:1. Plan recruitment2. Create invite3. Set up your weekly

meetings

Day OfEarly arrivalCheck-inSpeakers & mic testingWrap upFollow up

Check out these

tips on starting

creating a

timeline for your

event!

Build your teamFind VolunteersDelegate ResponsibilitiesCreate materialsMedia Outreach

AND:

3Gathering Support

Gather Your Team

Find people in your community

Who has been affected most?

Who

Host a smaller event

Dinner party

Film screening

Practice your Public Narrative

Tell your story of self and us.

Explain your theory of change by making it clear how your event could create real-world impact

Check this out on Causes!

Reach out online

Reach out to personal campaigners or top recruiters.

Post and promoteyour event across platforms and communities

Event RolesThere are TONS of jobs during an event! Make sure you’ve got your bases covered and delegate!

QUESTION: How do I recruit volunteers who will actually show up and do a great job?

(Like these lovely folks!)

ANSWER: The 4 C’s!

Connect with volunteers through your

story of self, and now.

Give context – tell them why what you’re doing important.

Ask for them to commit to showing up, don’t leave it with a maybe.

Catapult into action by giving that volunteer a responsibility for the event.

That’s

Marshall!

If you’re not getting ‘no’s’ you’re not asking enough people.” –Marshall Ganz

Find the sweet spot:

POWER+FUN =One killer event!

Here are some FUN things you can do to spice up your event!

Listening to Music

Dressing up

Taking Pictures

Eating food SocializingExercising

A Petition Delivery asking

President Obama to Close

Guantanamo Bay – now

that’s a statement!

See it on Causes!

4Connecting

Online

Help your event take off online

TWITTERSTORM!

Set up a

profile

picture to

coincide

with the

event!

Connecting with the Media

Send out a press release one week before hand with your event details:

WHERE

WHO

WHY

WHEN

Learn how to write a pitch here!Then, prepare your

talking points in case

you are interviewed at the event!

Plan it to the minute

Make a detailed schedule! Everything has a

start time and an end time. Pro Tip: Give your

timekeeper a set of large cards with

numbers on them. They can use these to silently

keep the speakers on track.

8:30 Meeting time9:00 Event start9:02 Introductions 9:05 Sarah’s story9:15 Music starts

Here’s an Online Campaign on Causes:

See how it broke water offline

An International Day of Action!

Scotland!

Germany

New York

5Closing the

Loop

Yahoo, you made it through event day! You’re done right!?

Not quite! There are still two

groups of people you should follow up with

Your dedicated supporters!

Use pictures or video to send an

update to your online supporters.

.

Here’s a picture that was sent to a causes community after a petition delivery

Gather, materials, suggestions and learning’s from your

participants

Always be thinking one step ahead - give the next ask to

keep the conversation going

…and your target! Keep the pressure on no matter what their response.

Ask for another meeting.

Make it known that your campaign will not stop until you get what

you want.

Looping everything together

STEP 1: PREP

A. Post it.

B. Promote it.

C. Engage

people.

D. Provide

resources.

STEP 2: PULL IT OFF

A. Provide resources.

B. Collect names, email

addresses, personal

stories.

C. Take pictures/video.

D. Give the next ask.

E. Have a great time!!

STEP 3: FOLLOW UP

A. Collect info.

B. Provide recaps of the

event.

C. Provide progress

updates on your theory

of change.

D. Give the next ask and

promote it (repeat the

steps).

Ready to go launch your event?

(Don’t forget to send us the invite!)