Issue: From Webinar

Opinion data reveals signs of increased climate concern across the U.S. We may very well be nearing the tipping point in public opinion so essential for action. So what type of climate messages do we need now? We at Potential Energy have been rigorously testing different message frames and have learned a lot about what to say (and what not to say) at this critical juncture in the climate change movement. So we share with you clear, concise, actionable takeaways about what words to use (and what words to definitely avoid) so that we can drive up support during this once-in-a-lifetime moment for action.            

The training featured two peer-to-peer text messaging case studies. Max Parish and Stephanie Bowman of the climate organization Mothers Out Front, gave specifics on how a small social justice group (not MOF) in North Carolina used a long but effective canvassing script delivered via text message (SMS) to help find new supporters for a racial justice fight and how Mothers Out Front uses SMS as part of their distributed organizing program to find members ready to help the organization expand into new turf.

This training covered the use of the Facebook Pixel and Google Tag Manager in combination in order to increase your conversions and drive down your costs when you use Facebook ads. It is a companion training to the May 7, 2021 training Facebook Ads for Growth. Like the Growth training, it features Cyriac Joseph, the head of Growth and Strategy for the Alliance for Climate Education. The key aspects covered include:

Pixel Basics: Why use it, how it works
Google Tag Manager Basics: What it is, how it works
Why use these two tools together
How they interact
How you can use them yourself            

Globally, women are the most impacted by climate change, but they’re also at the forefront of its solutions. “Women as a constituency are a strategic, powerful, and beautiful force that is often not recognized, supported or mobilized into action — despite clear evidence that women are key to making the societal, economical, political and ecological changes we so desperately need.” – WECAN
And while it’s difficult to speak about women in general as an audience segment (as we consist of 160+ million diverse individuals in the US alone), there are specific trends that are useful for climate advocates to take into account in their public engagement efforts.
             

This is a conversation about organizing, metrics, tracking, and building power. It features Ari Trujillo-Wesler (Sierra Club), Brittany Bennett (Sunrise Movement), and Weronika Paszewska (Tectonica Digital Campaign Solutions) in a panel discussion about organizing, measuring its elements and tracking success. 
In this session, Ari re-capped how she worked to measure organizational power, which was really a project to move the Sierra Club towards more analytics-informed organizing. And in the process they learned a lot more about who Sierra Club members are. Brittany explained how she uses supporter activity to help organizers better target their work and how this essentially amounts to measuring an entire movement. Weronika talked about developing an equaltion that is meant to guide digital-first organizations away from simple 1-way communications towards comprehensive decentralized organizing. 

This session was recorded on June 17, 2021. It was led by Yash Mori, the Managing Director of the Digital Climate Coalition, who built a cadre of 5000 volunteers at Indivisible all working to combat the disinformation that riddled the coverage of the 2020 election. After a 30 minute presentation Yash took questions from the audience for the second half of the session.
His presentation covered five elements of buiding a volunteer team to help fight disinformation, showcased current examples from ongoing work, and concluded with audience questions. The PDF of his deck is available for download by hitting the button above. 

This training focused on the use of five elements in combination to implement a successful growth strategy built around Facebook ads. “Growth” in this case means growing your list of supporters, donors, organizing leads, etc. This training used a case study of the Allinace for Climate Education’s 2020 voter registration program to show how using the five elements can help build lists while also meeting more complex goals. The trainings also includes an in-depth discussion of how the elements work together and approaches to take to help you evaluate progress and troubleshoot challenges.