Lola Elfman
Theory of Change
What we’ll cover What is a “theory of change”? Case Study: Elizabeth Warren Good Email Writing
@neworganizing
Got change?
You have to have a THEORY about how to make that CHANGE.
@neworganizing
AUTHENTIC
PLAUSIBLE
Actions • • • • • • • •
Sign a petition Donate Volunteer Host a Volunteer Meeting Canvass or phone bank Attend a rally Call your elected officials or action targets Visit elected officials’ offices
How does the action we are asking people to take create the change we want to see? @neworganizing
#1: College football won't have a true national champion until there is a playoff system. Sign our petition to demand a playoff.
Theory of Change: MISSING
Theory of Change 9
#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop. Theory of Change: IMPLAUSIBLE
Theory of Change 10
›
Theory of Change: TRUST ME
Theory of Change 11
#3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Contribute now to keep us going.
Action?
Case Study
1. Find the moment 2. Create a sense of urgency 3. Provide a Solution 4. Ask (They won’t do it unless you ask)
• Find your moment
• Find your moment • Identify your challenge
• Find your moment • Identify your challenge • What is your solution?
• • • •
Find your moment Identify your challenge What is your solution? The Ask (there can be only ONE!)
• • • • •
Find your moment Identify your challenge What is your solution? The Ask (there can be only ONE!) Tell them how it’ll work.
Ok, so now what?
Change in targets
And then…
Just a reminder 1.Find the moment 2.Create a sense of urgency 3.Provide a Solution 4.Ask (They won’t do it unless you ask) 5.Rinse and Repeat
Just a reminder 1.Find the moment 2.Create a sense of urgency 3.Provide a Solution 4.Ask (They won’t do it unless you ask) 5.Rinse and Repeat
Websites
Email
Partner Outreach
Field and Volunteers
Social Networking
Events, Rallies & Vigils
How do I organize myself? Social Media Marketing & Ads
Fundraising Media & Bloggers
Will it get you closer to your goal? Will it use your resources creatively to shift power? Does it build new resources? Will it create organizational capacity? Will it develop leadership and buy-in?
Four Criteria for Choosing Tactics
How does the action we are asking people to take create the change we want to see? @neworganizing
Thank You To:
Lola Elfman
[email protected] @lalalola
www.neworganizing.com @neworganizing
Acknowledgements This presentation was created by Lola Elfman in conjunction with New Organizing Institute. These new media materials have been developed over the course of many trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh, Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green, Jason Rosenbaum, Colin Holtz and many others.
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