Social Change Anytime Everywhere: How to Implement Online Multichannel Strategies to Spark Advocacy, Raise Money, and Engage your Community

Social Change Anytime Everywhere is an action–oriented guide for nonprofit staff who recognize the need for a more nimble approach to building and mobilizing their communities through multifaceted campaigns and by integrating online channels with offline tactics. Whether you′re a communications director, a social media campaigner, a development director, an advocacy or community organizer, or a web strategist, this book will provide you with all the tools you need to launch successful online multichannel campaigns to help you change the world and create real–world impact. Praise for Social Change Anytime Everywhere "If you are looking for a recipe book for tips and tactics to integrate mobile and social media to round out your nonprofit′s marketing plan, look no further than this book." —Beth Kanter, master trainer, blogger, and coauthor of Measuring the Networked Nonprofit "Changing the world is a little harder than it sounds, but this book will show you a lot of ways it can (and should) be done, in a world where new tools give us a real chance against big money!" —Bill McKibben, president and cofounder, 350.org "In today′s social, mobile, and online world, nonprofits must meet supporters on their turf, wherever and whenever they want to engage. Social Change Anytime Everywhere is a must–read guide for nonprofit professionals wanting to adopt an integrated approach to online communications that will drive results." —Melanie Mathos and Chad Norman, authors, 101 Social Media Tactics for Nonprofits "Many nonprofits don′t see how they can fit mobile and social media into their day–to–day program activities. The authors not only show them how , but more important, why it′s necessary for every organization. Social Change Anytime Everywhere shows nonprofits how advocacy today requires a multilevel engagement strategy." —Shireen Mitchell, founder, Digital Sistas

Figures and Tables ix Foreword xi Preface xiii Acknowledgments xxi The Authors xxiii ONE Why Are Online and Mobile Channels So Important to Nonprofits Today? 1 TWO Guiding Principles for Anytime Everywhere 7 THREE Advocacy Anytime Everywhere 37 FOUR Fundraising Anytime Everywhere 77 FIVE Community Building Anytime Everywhere 115 SIX Multichannel Strategies in Action 141 SEVEN Equipping Your Organization for Anytime Everywhere 161 EIGHT Transitioning to Anytime Everywhere 185 Conclusion: Disrupting the Nonprofit Sector 201 Notes 211 Index 219

Allyson Kapin is the cofounder of Rad Campaign, one of the leading Web agencies serving the nonprofit community. She helps nonprofit organizations and political campaigns create dynamic and award–winning Web sites and online marketing, fundraising, and social media campaigns. Amy Sample Ward is a trainer and speaker focused on technology and social impact who works with nonprofits of all sizes around the world to use technology in their community impact. She is also the membership director at NTEN (Nonprofit Technology Network), a member organization devoted to helping nonprofits use technology strategically.