Campaigning, Computers and the Web
by Mark Walker
A shorter version of this story was first published in Spoke Magazine – the magazine for voluntary and community organisations in Brighton & Hove, UK
Download a pdf of this article by using the link at the end of the page
Many community groups exist to enable like-minded people to work towards a common goal. Some want to get rid of speed bumps, some want compensation for victims of chemical spills, others want to raise awareness of medical conditions and help prevent further suffering. How can computers, email and the web make campaigns more successful?
Contents
- Newsletters, posters and flyers
- Websites
- Networks: Facebook, discussion forums, Twitter• Email forums
- Text messaging
- Video
- What are the advantages of using computers and the web?
- What are the disadvantages of using computers and the web?
- What next?
- Five things to try
Introduction
Whatever the cause we’re fighting for, computers and the internet have changed the way we campaign dramatically in recent years. Some changes have been subtle: printers and photocopiers now spew out our propaganda instead of cranking a Roneo machine or painting slogans on a wall. Other changes are more dramatic, such as opportunities for global collaboration and using video to spread our message.
Many of us take technology for granted when planning campaigns, but it’s easy to forget that even ten years ago most people had not seen a website. The hype about sites like Second Life and Facebook can give the impression that everyone is on the internet all the time, but the reality is that the basic principles of campaigning remain the same.
It’s about building support, raising awareness, identifying who can change things and working out how to influence them. It’s about research, having clear messages, creating one voice, endless letter-writing, emailing, press releases, demonstrations, direct action and publicity stunts. So how can computers help?
• Newsletters, posters and flyers
It doesn’t have to be glossy to get your point across: a word processor and a few well-chosen words can quickly and cheaply spread the word, share ideas, announce meetings, show pictures or help raise funds.
• Email
A core group of activists can use email for administration, sharing important documents as attachments and debating key points. A regular update can be sent to the wider group of supporters, keeping them involved and encouraging them to contribute ideas and effort.
Email is now an important lobbying tool. Politicians, journalists, business people and community leaders can be contacted and kept up to date with your demands. You may communicate one-to-one, building support and identifying the key issues, or you may coordinate a petition and emailing campaign to demonstrate the strength of feeling.
Email costs no more to send round the corner or across the world. Find people facing similar problems in other countries, build international campaigns and swap top tips.
• Websites
Where once we relied on books and leaflets and newsletters we can now go online and look for information, ideas, volunteers, supporters, opinions and inspiration on any topic under the sun. We can keep up to date with fast-changing situations across the globe, watch videos posted by people on the ground, learn new skills or download and analyse the same census data used by decision-makers.
And, unlike most traditional broadcast media, we can use the web to face out to the world, telling our side of the story, spreading our message and bringing people together through a central resource. We may make specialist resources freely available for people to download and use themselves, or post news, updates or case studies to bring a campaign to life.
• Networks: Facebook, discussion forums, Twitter
The standard website may be updated regularly but new-fangled sites like Facebook can create an active network of people that changes and grows organically. This is what is now called social media, social networking or Web 2.0 and it includes blogs, wikis and interactive websites such as Flickr.
A lot of consultants and commentators are circling the charity and campaigning sector, ready to offer advice such as ‘How social media can transform your campaigning’. But then again a lot of charities and community activists are hearing the call and creating highly successful campaigns which are invisible to the uninitiated and may be overtaking the campaigns that rely on more traditional techniques.
• Email forums
Email-based discussion forums, such as the SCIP list and the CVSF Members Forum, are well-established and popular ways of making announcements and requests for help, or information-sharing. Your message goes to everyone currently subscribed and you can see replies and post comments as discussion continues.
• Text messaging
The most inclusive medium of all – there are more phone contracts than people in the UK – offers a unique way of keeping in touch. A small core of people can keep up to date between meetings, or sms can reach large numbers of people when you want them to act straight away, such as demonstrations or surprise events.
Once you get beyond one or two messages you can save your thumbs and get computer-based systems to set up and send messages to hundreds of people at the same time, and they can use systems like short messaging to get your news and information when they want it.
• Video
Video is a great tool for story-telling, for showing what’s really happening, capturing the words and images form the people in the middle of the problem, rather than hearing form the ‘experts’ or bureaucrats explaining their decisions.
Youtube has become part of our culture so quickly that it’s easy to forget how difficult it used to be to share videos, even if you had the equipment needed to make your film in the first place. Now videos from mobiles phones can be as powerful in some campaigns as the highly polished productions that they’re countering.
What are the advantages of using computers and the web?
- Scale: draw in more people and spread the word more widely.
- Cost: sending 250 emails vs printing and posting 250 newsletters.
- Targeting: lobby key people
directly through email and websites.
- Accessibility: some people prefer email
and the web to attending meetings, or want to be able to access
information and updates at their convenience, not yours.
- Security: some campaigns need anonymity.
- Timely: use email and websites for rapid updates
to policies or calls to action on fast-moving issues.
- Preferences: Existing supporters may prefer new ways of communicating with them, especially as Facebook
and its ilk challenge the use of email amongst young people.
- Reach: there may be a global connection to local campaigns.
- Community: learn from other people's experiences and build alliances with people facing the same issues.
What are the disadvantages of using computers and the web?
- Wrong solution: new technology is no substitute for choosing the right campaign to fit the cause.
- Sometimes a well-timed call to The Argus newsdesk can generate a lot more coverage than an email to someone whose address has changed.
- Irrelevant: new gadgets, websites and
jargon can divert attention from good planning and effective communications.
- Wrong skills: Being a dab hand at Facebook is
no more qualification for leading a campaign than having the loudest
voice.
- Accessibility: Many people may have used websites or email
but the majority still do not have regular access at home, or may be
prevented from using it for personal use when at work.
- Bandwagon: Just because everyone else is using it doesn't mean you should.
What next?
If you are involved in campaigning you will know that you need to continually refresh and revise tactics, whilst staying firmly focused on your objectives. There is no doubt that computers and the internet offer lots of new ways of getting your message across and engaging with people who support your cause. Computers can also help save time and money without having to sign up to Facebook.
You may need new skills, or new resources, to get online or use new tools. You may also find that engaging with new networks and new ways of working challenge how you’ve done things until now. Will your campaigning style have to shift to accommodate
Mobilising support by every available means may make the difference between success and failure. There is no doubt that email, websites and other technologies are already proven as successful ingredients in effective campaigns, but there are lots of choices, and much to learn.
You need to weigh up the pros and cons of diving into the latest new ideas against the time it will take to make them work for you. But you also need to be wary of waiting too long and seeing other campaigns getting their message across ahead of yours.
Five things to try:
- Join the Brighton & Hove Issues Forum at forums.e-democracy.org/groups/bh
- Join the SCP list at www.scip.org.uk/sciplist
- Be inspired by the winners of the recent UK Catalyst Awards for Community use of Social Technology at www.ukcatalystawards.com/winners.html including a virtual world for people with disabilities
- Set up a free website for your campaign at www.wordpress.com
- Visit www.statistics.gov.uk/neighbourhood to find useful data about your area
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