Unleash the Power of the People: Using Peer-to-Peer for Advocacy, Engagement, and List-Building

Peer-to-peer (P2P) engagement is widely used for fundraising, but it can also be used to engage with your constituents, grow your list, get out the vote, and impact policy decisions. While team-based fundraising has been successful for many organizations, the rise of peer-to-peer advocacy has shown great promise as a list growth strategy. Properly executed, P2P can personify your organization’s brand, extend your mission, and drive deeper levels of engagement with your existing supporters.

In this session, we will explore innovative ways in which organizations can expand their use of peer-to-peer technologies to support critical organizational goals. Participants will see an extended case-in-point from the Drug Policy Alliance, which is running a P2P campaign to build public pressure for a transformative piece of legislation.

Topics will include:

  • Benefits of P2P even if you aren’t a health-based nonprofit (it works for public policy change and orgs of all sectors — animals too!)
  • Getting the board (or policy team) to support P2P for advocacy
  • Choosing topics for P2P campaigns
  • Deeply integrating social media into your P2P campaigns
  • Testing, optimizing, setting metrics, and reporting on P2P pages
  • Getting your supporters to create P2P pages

Misty McLaughlin

Jackson River, LLC
Misty McLaughlin is a content strategist, an organizational coach, and a capacity-builder for all things digital. At Jackson River, she has midwifed nonprofits and NGOs of all shapes and sizes through critical times of change, from creating website ecosystems to crafting team structures and workflows that engage supporters and advance a cause. Prior to joining Jackson River, she spent 8 years founding and leading a user experience consulting practice at Convio, where she helped hundreds of organizations to better understand their audiences and create web presences targeted to their supporters’ needs. She has also lived on the inside of nonprofit digital teams as a content manager and digital strategist for several universities. Misty holds a Master's degree in Information Science, has chaired a tiny nonprofit board on a shoestring budget, and is also a writer, advocate for flexible work cultures, and mother to a young son.

Megan Farrington

Director, Digital Communications

Drug Policy Alliance
Megan Farrington is Director of Digital Communications at the Drug Policy Alliance, the nation’s leading organization promoting drug policies grounded in science, compassion, health and human rights. In her decade of experience with DPA, Megan has worn all the organization’s digital hats, from content writer and advocacy campaigner to webmaster and project manager. She decided to devote her energy to drug policy work when she realized that the scare tactics and misinformation of traditional drug education programs were actually harming young people. Previously, Megan conducted technology planning for community-based nonprofit organizations in New York City and worked for Public Citizen's Global Trade Watch. She grew up in the Washington, DC, area and has a B.A. in Modern Languages and Linguistics from the University of Maryland Baltimore County. She is the mother of two young sons and the human to three cats.

Kristen Millnick

Digital Communications Coordinator

Drug Policy Alliance
Kristen Millnick is the Digital Communications Coordinator at the Drug Policy Alliance (DPA), the nation’s leading organization promoting drug policies grounded in science, compassion, health and human rights. She manages and executes DPA’s digital advocacy campaigns to advance drug policy reform nationally and in states across the country. She attended Simon Fraser University near Vancouver in British Columbia, Canada, where she studied Art & Culture Studies and Criminology. While living in Canada, she had the opportunity to see progressive, cutting edge drug and harm reduction policies being practiced in Vancouver and has been passionate about working to end the war on drugs ever since. Before joining DPA, she served as the field director and associate director at the Interfaith Drug Policy Initiative where she gained experience with grassroots organizing and mobilizing clergy and the faith community to advocate for a range of reform legislation including medical marijuana, marijuana decriminalization, syringe exchange, and overdose prevention. She is particularly interested in amplifying the role of women in the drug policy reform movement.

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