Rootwork Empowers Your Supporters with Tools for Social Change
Mobile Phones, social networks, Social Network
Genocide Intervention Network
Building momentum and support through the use of social networks
Rootwork launched a social network presence for the grassroots organization on Facebook is a social network encouraging real identity — each user has a single account under their full, real name. Facebook began among US college students but has quickly expanded to people of all ages around the world., MySpace is a social network that is not built around a single identity. Users can and do have multiple profiles, with no restrictions on the “names” they use. MySpace is used by many musical groups. and Twitter is a social network built around short status updates — a combination of microblogging and instant messaging, with the ability to post from mobile phones through text messages., helping grow both its audience and commitment from existing supporters.
Through the use of social networking, these organizations’ membership expanded significantly, and supporters were able to interact with the organization to a much larger degree — building loyalty and contributing to “real-world” commitment in the form of attendance at actions and online donations. Most critically, using social networks strategically helped these organizations build an “identity” among their supporters — that they were part of a vibrant social change movement.
Building commitment through participation on your own website
Rootwork developed several tools for the Genocide Intervention Network that centered on giving members “actionable information” to assist in their own grassroots organizing. The first such tool was the legislative scorecard website DarfurScores.org, built from the ground-up to allow staff to easily update every federal legislator’s record on genocide issues.
Rootwork redesigned Casino-Free Philadelphia’s website from the ground-up, adding several engaging features that helped keep supporters both more informed and more engaged.
In 2008, Rootwork created the campaign website AskTheCandidates.org for the Genocide Intervention Network. This website enabled several “user-generated content” campaigns, in which supporters contributed their own writing, photos and videos through contests and other programs.
One of the key parts to an effective social change website is supporter involvement. Your organization will draw supporters to your website through timely information like blogs, news and action alerts, but the site will bring people back when it gives them an ability to contribute and feel a part of a community. Depending on your group’s specific needs and objectives, many options for supporter engagement are available.
, Mobile Phones
, Social Network
, social networks