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New Organizing Curriculum - Winter 2006The New Organizing Institute is an intensive one-week training program on using the Internet and other technology to make campaigns more effective in all areas, including field, fundraising, communications, and campaign operations. The new organizing curriculum is supplemented with training in traditional campaign topics such as campaign planning, field, targeting, research, message dvelopment, and communications by Campaign Corp.How Computers and the Internet Actually WorkEveryday we are able to use computers and the internet without a in-depth understanding of how they work. However, having an understanding of the underlying technnology and data processes is a significant advantage to organizers looking to utilize this new technology in innovative ways. This class covers the basics of how information moves around the internet and how computers process data.Programming WorkshopThis course explains how information is entered into a web-form by a user, submitted to a web server with the web protocol, processed by scripts transform the data, and finally committed to a database. This knowledge enables campaign internet staff to work effectively with hosting companies, technology staff, and CRM, CMS, and voterfile vendors.Intro to Constituent Relationship Management (CRM) and Content Management System (CMS) softwareThis class teaches the concepts behind constituent relationship management software, how you can use it to communicate with your list members. Explains what you use website management software for and how to integrate it with constituent management software and some options for each.Mass Email Technology and TechniqueWhy not just put all your email addresses into Outlook? This course gives an introduction to how sending mass emails works, and what metrics to look for to evaluate how well your campaigns are going.Writing Mass EmailsStop mumbling. Writing mass emails is tricky business, but like most skills there are techniques that you can learn that will improve your ability to communicate with your list and to mobilize them to take action.Fundamentals of Direct MarketingSo you want to use the internet to raise millions of dollars, mobilize thousands of volunteers, and spread your message. First, you have to know the tried and true methods of direct marketing - and why they work.The Internet and FieldThe Internet makes it easy to build communities and a relationship with your supporters. But how do you turn online support into off-line action? This class is an overview of past successes and best practices, explaining how we can mobilize volunteers for house parties, cell phone banking, petitions, and countless other actions.Database and Query WorkshopInformation is the building block of online organizing. Knowing who you are talking to, what actions they have taken, where events are being held, etc. is vital to a successful online effort. This class reviews databases and queries, the tools for managing such information, and teaches the technologically sophisticated and unsophisticated alike to manipulate data to great success.Voterfiles and DataHaving an accurate list of voters is essential to every campaign. This class teaches the basics of voterfile structures and uses for mail, phone, field, and targeting. Participants also learn how to avoid common mistakes and what software is appropriate to various sized campaigns. Topics in advanced uses of voterfiles and political data are touched on.Mocking up Web Tools for DevelopmentOnline tools for organizing are changing constantly and campaigns will need to develop online tools to meet their field, communications, and fundraising goals. This class teaches how to conceptualize online tools, create mock-ups, and manage the timeline and development cycle with outside vendors, programmers, or volunteer developers.Managing the Internet and Communications Department InteractionThe operational relationship between the Internet and Communications Departments can be contentious or mutually beneficial. This class covers common misunderstandings and points of argument and how to deal with them to ensure success.Online Ads and Search OptimizationDriving traffic to your website is an integral part of getting your message out online. This class covers the basics of online paid marketing. Participants learn about types of advertising, pricing models, banner ad design and placement, search engine optimization, email blasts and online petitions, as well as important metrics for evaluating the success of an online ad buy.Executing a Fundraising Email SeriesEmails aren't discrete entities in a vacuum. The most effective mass emails are part of series that tie into current events, build a narrative, and reinforce the message. This class introduces the basics of building a successful fundraising email series.SuperVolunteers: Getting the most out of your best volunteersSupervolunteers are volunteers who will do your job if you don't. This class teaches how to identify supervolunteers, use the internet to engage them, and maximize their involvement and benefit to the campaign by fitting their efforts to larger campaign strategies and goals.Intro to Political BloggingBlogs are changing the political landscape as we know it. This class serves as an introduction to the diverse areas of political blogging, including basics about the political blogosphere and the interaction between blogs, campaigns, and non-profits. Topics include identifying and reaching out to local blogs, communicating with bloggers, blogs and non-profit organizations, and creating and operating a campaign or organization blog. |
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