Online Campaigning | Part 4
Self-paced Course
With what result? Testing & Measuring
Nowadays, we all have access to tools to communicate what we care about, organize people around an important goal, and raise money for our activities. So we no longer need to wait for institutions to initiate and drive change. This course will guide you, step by step, through the process of designing your own “People-Powered Campaign”: a tool for mobilizing mass audiences to support activists' causes.
The course consists of 4 parts and a quiz, created by the renowned Greenpeace and MobLab Collective experts.
Our digital landscape is not fixed. New tools, or new ways of using these tools are constantly emerging. This part will help you craft your own plan on how to test and fine tune your campaign in order to achieve the best results. This is the last stretch of the planning process! You're now getting ready to launch your campaign and… scan for feedback and adapt!
In Part 4, you will learn:
- How to communicate and engage with your target audience,
- How to choose relevant tools and use multiple channels at the same time to achieve the greatest impact,
- Basic principles that can help you increase your audience on Facebook,
- How to approach testing of your campaign, why it is so important, and how you can collect data to run effective tests,
- How to use the A/B test to optimize campaign communications,
- What kind of metrics can help you measure different aspects of your campaign,
- What are the differences between vanity and impact stats,
- How to overcome the resistance to change in your organization using the Wheel of Change,
- How to evaluate your impact to properly re-design your strategy and amplify your impact even more.
Who is this course for?
- Activists who would like to enhance their digital impact and deepen supporters’ involvement
- Comms people who want to update their knowledge and skills and harness the new power to improve their audience’s engagement and collaboration
- Organizations aiming to rethink and redesign their campaigns in order to gain new supporters
- Everyone who is looking for more information on how to run their digital campaigns in a more participatory way
Time Needed to Complete the Course:
It takes ca. 45-60 minutes to complete one part of the course and ca. 2-3 hours for voluntary individual assignments
If you missed any of the previous parts, no worries! Click on the links below to register:
- Part 1 - What and why? New Power & Understanding the Challenge
- Part 2 - Who? Engagement Building & Communication
- Part 3 - How? Strategy & Tactics
Check out also the Final Quiz.
Led by MobLab Collective
MobLab Collective equips social change-makers, communities, and organisations with innovative, collaborative, and participatory approaches to drive systems transformation through people-centred and powered campaigns achieving a just, equitable and sustainable world.
Led by Tracy Frauzel
Tracy has been leading and advising on people powered campaigns for more than a decade. She is a co-founder of the Mobilisation Lab and the Mizizi Project. Her focus is supporting social change organisations to achieve greater impact through the use of systems thinking and participatory campaign design and has worked with CSOs globally including Amnesty International, The Climate Coalition, Greenpeace, The Swedish Insitute, World Animal Protection and Unicef. Tracy led the development of MobLab’s Campaign Accelerator process that is being taught and used by organisations around the world. She is an experienced process and workshop designer and facilitator, having led workshops and trainings all over the world. She holds a masters degree in design thinking.
Led by Amara Possian
Amara is a campaigner, educator, and facilitator with 10+ years of experience helping groups run winning campaigns and build thriving organisations. She has led some of Canada’s most impactful people-powered campaigns, using digital tools to engage and mobilise hundreds of thousands of people to win on issues and change governments. An experienced meeting designer and facilitator, Amara has trained and coached thousands of campaigners and activists around the world. She currently manages campaigns at 350.org and teaches Digital Campaigning at Seneca College in Toronto. She loves good stories and good food, especially when shared over a recipe from her Nana’s handwritten Armenian cookbook.
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