How might we...
- Base Building: How might we improve our engagement with our members/base to build power?
- How might we build shared analysis with our people to better understand the world we live in now and the world we want?
- How might we center BIPOC folks; parents; disable folks; queer; trans; NB folks + their stories and experiences in our work?
- How might we leverage culture and social media engagement to grow TAMN membership (email+SMS lists) by 25% before November?
- How might we move 50000 Minnesotans actively and consciously to choose us by creating public choice points around crises?
- How might we optimize our organizing resources by innovating our outreach & acquisition strategies...
- How might we test activations that begin reflecting our growing mandate from our mass base?
- How might we utilize cultural strategy to build power and political courage/will throughout our base?
Hypothesis
IG takeovers by our BIPOC deep base members is one way that we can center their stories to our mass base.
Design
IG take overs by WOC/BIPOC folks
Metrics
- 300 women and non binary POC take action with us.
- For ex: send a postcard, share a story, any other action.
- Building a tag in EveryAction to track this.
- Sharing stories from BIPOC political healers via IG and blogs. Know that will happen, how to make it a more powerful metric of success.
- 4 IG Takeovers by TAMN members
- 4 IG takeovers by staff.
- 1 earned media story
- 3 Blog posts written by LyLy and TAMN member
- 20 Vote with Me videos
- 5,000 IG followers by end of the election.
- Our deep base builds political courage and momentum for our mass base by crafting powerful, relevant, and joyful content via Instagram and LyLy’s blog, within RiN campaign.
- Making a warm, caring, and connected political home via radical hospitality and political healing via DVC + other events.
- Integrating imagination, creativity, and art into most events and public engagements/interactions we have.
Learnings
Lessons learned:
- What we do deeper w/ our deepbase is well reflected in our mass base, they don’t feel misaligned.
- Younger people engaging on the deep & mass level who may respond better to issue & identity based messaging.
- Cross posting IG content to Facebook gave our Facebook engagement metrics a massive boost 280%.
- There are new ways of being together that we need to integrate into events.
- People loved being invited behind the scenes.
Decisions
- Within ‘Remember in November’ it was really hard to do phone calls right now. But made the choice to do more texting which worked better.
- Decided to start cross posting IG content to our Facebook team. So made us look at what we can do in our comms department in a more thorough way.
Questions
- In ‘lifting the veil’ behind politics, how much is too much? What do people want to know? What can we share publicly?
- How do we get alignment between organizing and comms internally, Deep & Mass Base? What’s the infrastructure we need to build for that — all of our platforms, strategy, usage, networks?