Turning one big moment into a lasting campaign

How Compassion & Choices is sharing Brittany Maynard's story

Every organization hopes that one day their online campaign will be the one to go viral. How does a digital team take an advocacy message and package it so that it does? And after the digital tsunami hits, can success be a hindrance for your campaign?

Example Brittany Fund share card

Visitors to the Brittany Fund microsite can share several cards on social networks.

Bill Gordon, the digital director for Compassion & Choices, the leading death-with-dignity advocacy group in the U.S., shared lessons he is learning as part of the team behind the Brittany Fund.

Compassion & Choices educates Americans on palliative care issues and their right to die with dignity, comfort, and control at the end of life. Only five states, including Oregon, have authorized death-with-dignity and aid-in-dying laws.

Because end of life issues generally impact family care takers, the ill, and/or the elderly, it is difficult to get the attention of the young, healthy web-native population, but Brittany Maynard may have changed all that.

Diagnosis

Twenty-nine-year-old Maynard has become the unlikely face of the death-with-dignity movement. On January 1, 2014, she learned that she had glioblastoma, a fast-moving terminal brain tumor. Shortly after the diagnosis, Maynard’s doctors estimated that, even with treatment, Maynard would have six months to live. Maynard considered her options and decided she’d rather forgo treatment and die “on her own terms.”

Read the rest now…

Climate activists call for justice in Ferguson

The power - and complexity - of cross-movement organizing crystallizes in St. Louis
Ferguson climate banner

Thousands of people converged on St. Louis for Ferguson October, four days of marches, rallies, sit-ins and prayer meetings protesting the fatal shooting of unarmed black teen Michael Brown by a Ferguson police officer. The events drew support from … [Read more]

Digital campaigning in the age of marmots

How a nimble team turned an unexpected visit into more online actions
Marmot Licks GoPro

Expect the unexpected may be the motto of the coal exports team at Greenpeace USA. Yet it's hard to know what to do with an unplanned marmot. Despite that, the nimble campaign team turned the unexpected into an advantage. In early August, a … [Read more]

Street selfies driving up new supporter engagement

Amnesty International tests photo sharing in street canvassing
Amnesty International face to face fundraising

What if adding one extra step to your organization's street canvassing routine had the potential to bring in an extra million or more in donations in just two years? Those are the potential gains Amnesty International is looking at after conducting a … [Read more]

Beyond clicks: What type of changemaker are you?

The Story of Stuff Project's new digital bootcamp activates citizen changemakers
changemakertypes

The Story of Stuff Project is taking the next step in its dialogue about the impacts of a consumption economy and culture: how to better engage supporters and funnel them toward higher levels of activism. The organization is embarking on a … [Read more]

Fighting fires sparks dialogue and builds respect

Greenpeace Russia's volunteer firefighting program supports community
Wildfire in Russia

As surprising as it might sound, volunteer firefighters are changing the way Russians feel about Greenpeace. Their work fighting peat bog fires in the Tver region prompted Yulia Latynina, a Russian journalist, to call “the guys from Greenpeace” … [Read more]

How to run a global online volunteer training

Group Leadership 101 project helps empower remote volunteers while building community and commitment
Interactive CourseSite

Trainings, workshops, gatherings and meetings: all are important tools that networks use to bring volunteers closer to the heart of the organisation. But what do you do when you need to train volunteers spread all across the country but you don’t … [Read more]

New supporter-centric outreach model puts people first

Greenpeace Canada's First Engagement street teams meeting more people (and raising more money)
tablet greenpeace data

As traditional models get upended and a generation of supporters and donors get older, global organisations are being forced to develop new, innovative ways to reach new audiences. For decades, Greenpeace street teams have been tasked with paper, … [Read more]

Open map project breaks mold and brings new people to campaigning

Initiative from Climate Change Coders and Friends of the Earth has global potential
Bee Keepers UK Map

Large and long-established organisations are often hesitant to release control and actively support distributed organising projects. In one example that breaks the mold, Friends of the Earth (FoE) and Climate Change Coders (CCCoders) have partnered … [Read more]