Network Activism  

In June 2004, the death penalty was ruled unconstitutional in New York State. In response to possible reinstatement by the state legislature, potential gubernatorial candidate Andrew Cuomo brought together other opponents of the death penalty to create an online activism site, Network for Justice. Believing that people today are more likely to take action on their computers than through public forums, Network for Justice allows visitors to oppose reinstatement of the death penalty by signing a petition to legislators, creating their own Web page, and emailing friends to encourage them to join the network.

This site combines influential partners, such as state politicians, leading anti-death penalty groups and hip-hop mogul Russell Simmons, with the smart idea to reach a vast network of New Yorkers via the Internet. To date, they have recruited more than 9,000 New Yorkers to work on preventing the death penalty from being reinstated.

Many nonprofits can replicate this model and expand their base of supporters through creative online networking. This tactic can be used to motivate supporters in a short period of time, keep them engaged with frequent news and updates, and mobilize them around key events in short order, all while keeping campaign budgets low.

Specific examples of how online networks have been used include issuing action alerts on critical legislation and ongoing education and communications. For example, Environmental Defense’s Clean Air for Life campaign features tips for improving air quality, information on relevant policies, and an email action page to send to friends. Already, Environmental Defense experienced a major victory when the Environmental Protection Agency decided to limit pollution from power plants.

If you are thinking about using online networks to build an e-petition, to encourage supporters to visit your site or to email legislators, consider the following tips before getting started:

• Continue building your email database (the foundation for any online networking effort) by including email signups on your Web site and e-newsletters and placing your and Web address prominently on all materials - even business cards.
• Instead of jumping into an e-petition or chain email, think about what will work best for your current issue. Would it be more effective to sit down in a meeting with key legislators? Would phone calls be effective? Is this an issue that requires multiple efforts like faxing and in-person meetings? Could a blog work effectively?
• If you will be directing visitors to your site, make sure it will be ready for heavy traffic and updated with current tools and information.
• Identify your most dedicated supporters and target them with more involved requests.
• Find out if other groups are sending emails or creating networks on similar issues. For greater impact, form partnerships rather than duplicating efforts.
• Quantify your support (e.g., number of emails in your network) to demonstrate broad-based support when talking to key decision makers on your issue.

To learn more about developing your online advocacy, even on a limited budget, check out DemocracyInAction and Capitol Advantage’s CapWiz for more details.

Now that you know more about online networking, you may be wondering how to turn this communications tactic into a fundraising tool. Check back soon for our recommendations on fundraising online!