Internet (Campaign Toolkit)
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This page is part of the Campaign Toolkit.
Quick Links: Planning | Media | Internet | Public Meetings | Street Campaigning | Printed Material | Volunteers | Third Parties | Politicians
Contents |
Introduction
The latest, and potentially most powerful part of the campaign toolkit is the internet. Devised by the US military, the internet has worked in ways which its inventors would not have expected.
It can provide near-instant communications with millions of people across continents. Costs for access are low, and unlike other forms of communication, the costs for producing material pose little barrier to participation.
The internet is as near a democratic form of communication as we have ever seen. It is cheap to use and almost impossible to censor. In the UK, a third of the population already have access to the internet and 63 per cent of population will be on-line by 2003.
Just as the internet is transforming our leisure, retail and working patterns, so the new technologies will transform our forms of protest and politics. We have already seen the power of the internet to mobilise activists, independent from traditional political parties or structures, and unchecked by the authorities, at the 'Battle in Seattle' and the anti-capitalism demonstrations in London.
The internet allows you to create a campaign identity on the world wide web which can accessed by anyone with a PC and modem anywhere in the world. Your campaign messages and arguments, and notice about your events and publications can be made available to millions. You can use the internet to create lists of supporters, to organise petitions and fundraising, and to sell and distribute materials on-line. You can create a forum for discussion and debate, and answer questions from interested parties.
There are three basic ways to use the internet:
- Establish a website
- Use chatrooms and notice boards
- Develop an email list
Websites
Everybody has a website these days from Tescos to the Queen. A website is an expression of your campaign's core messages, themes, and personality. It should be a virtual expression of all the messages you want the world to know about your campaign. Millions of people may stop and have a look - it is worth getting it right.
The sites which are successful are fit-for-purpose - in other words, ones which fulfil their purpose without trying to be too clever or over-designed.
If a site is a focal point and exchange for campaign information, then the information should be easily understood and accessible, as well as being up-to-date and tailored for use by activists. A website is an incredibly efficient way to get information to a large number of people instantly and at low cost.
Despite the temptations for a range of clever design features, do not allow clutter and over-complexity obscure the core messages.
If your site is aimed at potential supporters, the content will be more attractive and perhaps more balanced and discursive.
The web is interactive and allows lateral as well as horizontal contact between supporters of your campaign - so ensure your site has discussion boards and bulletin boards to allow the campaign subject come under discussion and scrutiny.
Monitor the on-line discussion and watch out for infiltration and hacking.
Chatrooms and notice boards
You don't have to rely on only your own website. Your supporters can use other peoples' websites, including your opponents', to spread the message and exchange information.
BBC Action Network can help you gather support and find other campaigners in your area.
Email groups
By collating email addresses via the website or through other means, you can create a list of supporters who can be contacted and mobilised instantly and at no cost.
You can use email groups to send regular updates and newsletters.
Using the Internet Checklist
- The internet is a hyper-efficient and effective way to contact and involve people in your campaign.
- Your web presence is a virtual reflection of everything you stand for - take care to portray the right image.
- Use your website to exchange information with supporters and activists.
- Use it for fundraising and on-line donations.
- Use it to inform and attract new supporters.
- Use it to allow discussion and contact between supporters.
Case Studies
None yet. Why not add one?
Links
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