Joe Rospars, the new media director of the Obama Presidential campaign spoke at the excellent Labour 2.0 conference last weekend.
He had three lessons for progressives looking to organize on the web.
Build real relationships through content – The web is about getting your message. It’s not just about raising the candidates profile, it’s about showing people what the candidate stands for – he pointed out that not all the videos and content included Obama, much of it was about the message of Hope and Change.
He also cautioned against simply using a website as another channel for press releases and TV ads. He highlighted that for the Obama campaign written contents was really important. They invested heavily in recruiting people to write for the blog and used it as a space for storytelling the experiences of people linked to the campaign, or who had been inspired for the first time
Put people to work – This was a campaign about inspiring people online to do something off line. The campaign used the web to get people to do the traditional campaigning. They incorporated traditional organising tools into the website, a new approach to an old problem. Obama was originally a community organiser.
For example the web contained details for the phone bank where people could call undecided voters, allowed people to organize (and promote)local events, many of which formal Obama campaign staff had nothing to do with, or use it as a way cheaply distributing resources to field staff. The web was able to lower the barriers to entry for these activities, including many people who hadn’t been involved before.
It wasn’t about the money – The web was about raising money in ways that hadn’t been done before, and using new ways to do this. For example the ‘Dinner with Barack’ fund raising drive, which allowed all those who gave $10 or more to the campaign the opportunity to have dinner with Obama.
More from the conference to come over the next few weeks.
Day: 28 February 2009
Happy Birthday Liberty
Liberty, the civil liberties organisation is 75 this week, set up to champion the rights of ordinary people and hold the powerful to account, it has a long history of doing just that. In recent years, the organisation has never been far away from the headlines, as we’ve seen an erosion of our rights on issues like ID cards and 42 day detention but why has it been such a successful organisation, and what could others learn in order to make it to their 75 birthday?
Ensure you have a media friendly director. In Shami Chakrabarti they have a director who is articulate and a media savvy spokeswomen. Shami isn’t afraid to be explosive in her comments (see recent Question Time response to Geoff Hoon) but also has an ability to explain often complex legal arguments in media friendly terms. The organisation has been ruthless about using her for everything public facing, few would be able to name the number 2 at Liberty but it’s a strategy that works as they’ve created a virtuous circle of being the organisation the media call when they want a comment on anything to do with civil liberties.
Build alliances that work not simply build alliances with those you know. Liberty are prepared to take difficult positions which can lead to criticism from some in politics and the media (for example when David Davis resigned as Shadow Home Secretary, which lead to criticisms from Labour ministers that they we’re to close to the Conservatives). But Liberty appear to ignore this, when others would stand back and instead they build alliances that give them traction on issues, and sometime begin to work with those who have previously criticised them. They’ve learnt not to let previous differences get in the way if it’ll further their aims.
Be strategic in what you do. Liberty is an organisation that employs 23 staff, and must have a smallish budget for its work (I couldn’t find the exact figures on the website), so it can’t follow every debate it’d like to be involved in, instead it has chosen a few to focus its capacity and money on, and has had a big impact on the policy debates surrounding those issues.