"Everything I wish I knew when I started out as a digital campaigner."A deep dive on digital advocacy for campaigners, communicators, and strategists. In five parts:1) Digital Communications Strategy2) Email Strategy3) Action Page Strategy4) List Building & Segmentation5) Pro TipsNow more than ever, the world needs more people whose expertise is to change the world. And if those skills aren't already specialised enough, to fuel a cause in 2020 you also need to magically be an expert in online giving, digital advocacy and engagement.While there's no shortage of digital strategy advice, how much of it should non-profits pay attention to? Which ideas that sound intuitive could actually be hurting your long-term engagement? What is leading millions of potential donors and online activists to tune out over time? At Animals Australia, we put a lot of theories to the test and busted plenty of myths. This book outlines what worked for us in practice.And here's the truth. A decade of trial and error, research, and pushing boundaries has revealed one universal insight. The real key to building digital power has less to do with tech than it does people. It's about relationships -- forged and nurtured at scale. Tap into the power that exists when communication, design, and tech meet empathy, respect, and a supporter-centric mindset.

Whether you hike, bike, camp, climb, hunt, ride, paddle, paint, garden—whatever way you get out and enjoy nature, you leave an impact on the outdoors every time you step out your front door. Every step your boots take down dusty trails, every bolt your clip draws into, every time you cruise down a dirt road, till the soil, you leave an impact. Outdoor recreation inherently leaves an impact on the land, but we can work to offset that impact by advocating for earth in our own circles, online and in our neighborhoods. The question is, can we use the digital space to protect the outdoors while still protecting our human spirit? We all share a responsibility to protect our planet––especially those of us in the outdoor industry––and in the digital age, access to advocacy is abundant. Social media hands us the tools to get educated, gather resources, organize and empower ourselves on whatever slice of the "save the planet" pie tickles your appetite to do good. The opportunity and potential for digital advocacy is dizzying––but what happens when we begin to tangle our personal identities with our pursuit of saving a dying earth? As users of public lands, we have an ethical responsibility to the planet. As inhabitants of our identities, we have an ethical responsibility to ourselves, too. Inside, the book covers topics like: The two types of advocacy Becoming an advocate for the outdoor industry Voting for the outdoor spaces you love the most The advocacy retention cycle Online bullying and stalking

Disability rights advocates in the United Kingdom and the United States recently embraced new media technologies in unexpected and innovative ways. This book sheds light on this process of renewal and asks whether the digitalisation of disability rights advocacy can help re-configure political participation into a more inclusive experience for disabled Internet users, enhancing their stakes in democratic citizenship. Through the examination of social media content, Web link analysis, and interviews with leading figures in grassroots groups on both sides of the Atlantic, Filippo Trevisan reveals the profound impact that the Internet has had on disability advocacy in the wake of the austerity agenda that followed the 2008 global financial crisis. In Britain, a new, tech-savvy generation of young disabled self-advocates has emerged from this process. The role of social media platforms such as Facebook in helping politically inexperienced users make sense of complex policy changes through the use of personal stories is discussed also. In addition, this book explains why British disability advocates adopted more innovative and participatory strategies compared to their American counterparts when faced with similar policy crises. This book reviews the implications of this unexpected digital transformation for the structure of the disability rights movement, its leadership, and the opportunity for disabled citizens to participate fully in democratic politics vis-à-vis persisting Web access and accessibility barriers. An original perspective on the relationship between disability and the Internet, and an indispensable read for scholars wishing to contextualize and enrich their knowledge on digital disability rights campaigns vis-à-vis the broader ecology of policymaking.

The Art of Advocacy: Briefs, Motions, and Writing Strategies of America’s Best Lawyers presents more than 150 examples of masterful advocacy to show lawyers how to write winning motions and briefs. The book focuses on the strategic and substantive choices that top litigators make, drawing examples from important, timely, and controversial cases. Detailed annotations give readers insight into what makes each document so effective. In addition to presenting a host of storytelling, stylistic, and organizational strategies, the book's examples demonstrate how to build and rebut different types of arguments. The Appendices provide a wealth of additional resources, including Karl Llewellyn’s previously unpublished advice from 1957 about the art of advocacy, which one top law professor described as the “best advice on legal writing I’ve ever seen.” Features Compiles more than 150 examples of masterfully written legal advocacy and analysis Succinct introductory text presents the facts of each case Detailed annotations by the author highlight How to tell your client’s story How to build and counter six types of legal argument How to organize your arguments How to develop a theme Excerpts from high-interest cases, such as The battle over “Obamacare” A massive copyright suit involving YouTube BP’s oil spill in the Gulf of Mexico Facebook’s infamous feud with the Winklevoss twins Apple’s billion-dollar patent dispute with Samsung Lance Armstrong’s attempt to retain his Tour de France titles Major cases involving gay rights and affirmative action For year-long courses, a stellar option for second-semester students Perfect for practicing litigators who want to see a playbook of moves and strategies from top lawyers and from major cases Stresses strategic choices and the art of building compelling substantive arguments Focuses on briefs and motions Developing a theme Framing issues Isolates examples of specific arguments—doctrinal, textual, legislative history policy, and so on Innovative layout

This is the first book-length treatment of the concepts, designs, methods, and tools needed to conduct effective advocacy and policy change evaluations. By integrating insights from different disciplines, Part I provides a conceptual foundation for navigating advocacy tactics within today's turbulent policy landscape. Part II offers recommendations for developing appropriate evaluation designs and working with unique advocacy and policy change–oriented instruments. Part III turns toward opportunities and challenges in this growing field. In addition to describing actual designs and measures, the chapters includes suggestions for addressing the specific challenges of working in a policy setting, such as a long time horizon for achieving meaningful change. To illuminate and advance this area of evaluation practice, the authors draw on over 30 years of evaluation experience; collective wisdom based on a new, large-scale survey of evaluators in the field; and in-depth case studies on diverse issues—from the environment, to public health, to human rights. Ideal for evaluators, change makers, and funders, this book is the definitive guide to advocacy and policy change evaluation.

This book considers the radical effects the emergence of social media and digital politics have had on the way that advocacy organisations mobilise and organise citizens into political participation. It argues that these changes are due not only to technological advancement but are also underpinned by hybrid media systems, new political narratives, and a new networked generation of political actors. The author empirically analyses the emergence and consolidation within advanced democracies of online campaigning organisations, such as MoveOn, 38 Degrees, Getup and AVAAZ. Vromen shows that they have become leading political advocates, and influential on both national and international level governance. The book critically engages with this digital disruption of traditional patterns of political mobilisation and organisation, and highlights the challenges in embracing new ideas such as entrepreneurialism and issue-driven politics. It will be of interest to advanced students and scholars in political participation and citizen politics, interest groups, civil society organisations, e-government and politics and social media.

Today, social media offers an alternative broadcast and communication medium for nonprofit advocacy organizations. At the same time, social media ushers in a "noisy" information era that renders it more difficult for nonprofits to make their voices heard. This book seeks to unpack the prevalence, mechanisms, and ramifications of a new model for nonprofit advocacy in a social media age. The keyword for this new model is attention. Advocacy always starts with attention: when an organization speaks out on a cause, it must ensure that it has an audience and that its voice is heard by that audience; it must ensure that current and potential supporters are paying attention to what it has to say before expecting more tangible outcomes. Yet the organization must also ensure that advocacy does not end with attention: attention should serve as a springboard to something greater. The authors elaborate how attention fits into contemporary organizations' advocacy work and explain the key features of social media that are driving the quest for attention. Developing conceptual models, they explain why some organizations and messages gain attention while others do not. Lastly, the book explores how organizations are weaving together online and offline efforts to deliver strategic advocacy outcomes.

Emerging digital technologies are playing an increasingly significant role in advancing citizen-based support all over the world. They have become tools used for protest movements, and in the establishment organizations use in campaigning. Exploring the Role of Social Media in Transnational Advocacy is an essential reference source for the latest scholarly research on the various dimensions of new technology platforms, highlighting the use in citizen-enabled, social advocacy campaigns. Featuring extensive coverage on a broad range of topics such as virtual communities, e-health, and e-government, this book is ideally designed for academicians, researchers, students, and policy makers seeking current research on different aspects of social media in campaigns.

This title explores the role of digital advocacy organizations, a major new addition to the international arena. It provides a detailed investigation of the power that these organizations have, the ways in which they differ from traditional NGOs, their memberships and networks, and how their campaigns are launched and distributed.

The Internet is facilitating a generational transition among American political advocacy organizations. This book provides a detailed exploration of how ?netroots? advocacy groups - MoveOn.org, DailyKos.com, DemocracyforAmerica.com, and the Progressive Change Campaign Committee - differ from ?legacy? peer organizations. It also explains the partisan character of these technological innovations.