This session was intended to examine various models that have worked to rally people around a cause. Rosetta Thurman, a powerhouse young leader in the non-profit space moderated this discussion with community mavens who have brought people together in service to a cause they all believe in. For example, Melissa from Stirrup Queens alone has a) created an infertility, adoption and pregnancy loss blog roll, b) gotten the subject added to Alltop, c) created the IcomLeavWe de-lurking initative and d) then gone on to create the site Bridges, designed to build bridges between communities dealing with different challenging life issues. We also met Gloria Pan, VP of Internet Communications for Turner Strategies, a communications firm who focuses on clients who are “committed to making the world a better place.” Finally, there are companies whose corporate social responsibility and social good programs are doing creative, innovative and inspiring projects. Mary Smaragdis from Sun Microsystems has done work to build community across disparate groups, using those ubiquitous mobile devices we all carry.

Q: Mary, tell us your story. How is Sun building awareness through concerts and cell phones?

Mary: We use mobile devices to fuel momentum to make change, increase awareness. We want to make access more affordable, more sustainable. We discover that if we partner with initiatives/organizations tackling important problems, show them how to use technology, it is a mutually beneficial situation. Sun leveraged technology in concert with the efforts of Bono – fans at his concerts sent in SMS texts and were able to see their names on the concert screen. They then received an SMS regarding ONE Campaign (The Campaign to Make Poverty History) in response. Mary also discussed the use of Twitter to alert interested parties to the location of Olympic Torch as it made its way to the games.

Q: Gloria, can you share a case study with the group?

Gloria: Our focus is on cross-media strategy: using an array of media tools to reach a goal or for a cause. Case study: breast implants. Grassroots group of women who encountered health problems as a result of breast implants – wanted to create a site to give women information and support in a centralized location, someplace that women could feel like they were a part of a movement (Beauty and the Breast). Online advocacy involved a good bit of training as this approach to advocacy was very new to the organization.

Every audience is different; there is no one solution.

Q: Melissa, give us an idea of how you started and what your site has become.

Melissa: Decided to start a blog during her first round of infertility treatments. There was no main site you could go to that was a centralized resource for this topic (one that included blogs, medical information, etc.). The site just added a search engine that searches only within its won blogroll – this minimizes search term competition against all blogs on Google and provides more specialized information. If you start blogging what you want, you will find that others will want it too.

Similar to NaPoBloMo, Melissa runs a Wall of Honor for regular commenters. This helps to build new readerships and sense of community.

Q: How do you find your audience? How do you feel your audience responds to the work that you’re doing?

Mary: There are more than 100,000,000 people on Facebook, etc. Your digital identity has so many arms to it, it only makes sense that this would tie into the causes about which we are passionate. As someone working in advocacy, you are able to leverage an investment that people have already made.

Gloria: Ask first, who are your natural allies? What other organizations out there are doing what you are doing? Then contact them – explain to them what you are doing, request that they carry your content, share in the conversation. This has had great impact – reminds people that you are not working alone, you are working for a common cause.

Rosetta: How did people respond to this outreach?

Gloria: Many people are very busy. So just because you do not receive a response the first time, do not give up. Once we were able to make contact, they were very responsive. Using a newsletter, we also pushed out content more than, including links to the comment sections. This is an example of another way to ensure that people see what you have to offer.

Melissa: At first, she read blogs, commented, then clicked on other commenters’ names and read their recent posts. Now people find her more readily and that is how she finds new blogs; they will request that she add them to the blogroll.

Q: Coalition building?

Mary: Find people whose values naturally align with yours. Corporate players are increasingly conscious about the perception of their corporate values.

Gloria: It helps to make the distinction between internal and external audiences. Discovering your external audience involves research. Ask, who is playing in your space? You can leverage your internal audience, as well, using avenues that include email lists. Communicate with your internal audience to get them interested in your collective cause, to ensure they are on board.

Q: Can you comment on the interplay between traditional media (e.g., placing articles in newspapers) and blogs?

Gloria: Recounted the story of blog that got mentions in major American newspapers; what was crucial was that the organization took the opportunity to respond to this exposure. This extended the shelf life of the issue and connected previously independent elements. Important: stay in the conversation and it will extend the life of the story.

Rosetta: When the values fit, it works the best. When the media picks up on one piece of your work and you work to make that fit, the interplay isn’t as complementary.

Melissa: When contacted by people not interested in making connection, someone who has not taken the time to read her, find out about her, it rubs her the wrong way. If you want a blog to link to you, do something for your cause, do your homework. Learn their names, read their posts. Take time in crafting your correspondence to make that connection.

Q: When we want to take action, how do we use our communities/blogs to do that?

DC Goodwill Fashionista: Goodwill decided to use social media rather than a live fashion show. This was a tough sell to sponsors, needed to reach new audience. Goodwill launched this blog in July 2007; it has now taken off. Posts are all about fashion, but are not all focused on the Goodwill mission. For example, the Fashionista (the author) went to Fashion Week and they have a regular e-Bay item feature. Basic instruction was needed at the outset to bring the administration up to speed as this was not a medium being used by the organization before. Now the site serves many purposes. Older blog content is still being read and brought up during interviews. In addition, the relaunch of fashion Web site and newsletter have come out of the blogging effort. The Fashionista added that they try to keep focus on the blog as a marketing tool as well as an online resource. Their marketing team revisits this every few months to gauge how things are working and progressing.

Q: How has blogging helped to drive the movement from call to act to advocacy?

Amy: Millions of people engaged in the SMS activity associated with the poverty organization. She recommends knowing what your call to act is, and being articulate about what you need to build momentum. Be able to measure outcomes rather than outputs.

Gloria: Ultimate call to action: write a personal, heartfelt letter to Congressman/woman. There are other levels, including sending out your message to your email list, talking about an issue when you have coffee with your best friend.

Representative from Care 2: http://www.care2.com/, is a large online social community defined by civic activity. They serve as matchmaker between membership and non-profits doing work of interest. 9.7 million members. She indicates that the model that helped them to grow was very traditional – have moved on to more complex approach. Example: Hurricane Katrina – used their email list to raise funds, simultaneously members put out call to their own social networks to bring in donations. It’s happening through different tributaries, but to same end.

Melissa: Also successful? Donors Choose – they give a personal story with which readers emotionally connect. This emotional connection between the reader and the call to action is very successful. She feels that when the action is immediate and easy (click and fill out a page), these are the most successful campaigns.

Rosetta: Agrees with Gloria – getting individuals to write letters to editors, individuals in positions of influence.

Q: How can people get organizations excited when there are so many rules to get past first? Particularly non-profits?

Gloria: Ask them, do you want to be a part of the conversation? If so, you have to be online. If you are not, you will lose a voice in that conversation, as an expert in that conversation.

Q: What experience do people have in creating controversy to gain attention/influence?

Gloria: Be careful what you are courting. If you have thick skin and lives are not at stake, might be the route to go, but be careful.

Q: Discussion of the value of video:

Mary: This has been very helpful in campaigns.

Audience member: Posts containing video or podcasts are extremely popular. Consumers are strapped for time; this way, they can get information quickly.

Audience member: She knows from readers that video is not considered as accessible as text. There is also some really bad video out there. Should we just put up content to have content there?

Mary: Bottom line: hold to a quality standard no matter the medium.

Gloria: Again distinguish between your audiences. Video can be a way to connect with external audiences: this lets them know that these are real humans you are reaching out to, connecting with.

Kris: This was also a great session; the impact these bloggers are having is amazing and inspiring.