Protest against racism in European refugee policy, 2022 London. Photo: Alisdare Hickson
Create ads that move people and help win campaigns. Earn SMT’s Certificate in Facebook & Instagram Ads for Organizing.
12 Sessions May 17, 2022 through June 30, 2022
Around the world, movement organizations are using digital ads to find, engage, and activate their people – from unions finding organizing leads, to Indigenous organizers finding and engaging Native voters where voter file data was lacking, to local racial justice groups generating thousands of letters to pressure local elected officials while building their base.
This 12-session Certificate in Facebook & Instagram Ads for Organizing will advance your ability to use Facebook & Instagram ads to build power, or to more effectively manage a team member or vendor running ads. From selecting the right channel, to targeting the right audience, to landing pages and building an effective pipeline, you will learn how to move people, money, and narrative with ads.
This work is especially essential given the changes in recent months and years with Facebook and Instagram ads. Changes to targeting, conversion tracking, and political ads by Facebook, Apple, and others mean that most groups need to take a more sophisticated approach than simple “boosts” to avoid wasting money. Groups working with vendors who focus on private sector digital work, television, or mail need to re-evaluate their strategies given the changes and the latest research on what works in organizing.
The curriculum will focus on Facebook & Instagram ads, which are the most time- and cost-effective tool for most organizations. One of the twelve sessions will provide a brief overview of other online ad platforms and when to consider them.
This program is for you if:
- You are part of an issue organizing, electoral group, or union that is building power to win change
- You are in a communication, organizing, or fundraising role where online ads could support your work
- You want to grow your base, attract donors, pressure targets, or shape narrative via online ads
- You want to more effectively manage vendors or team members who run ads or bring the work in-house
- You have the organizational buy-in to design and launch a real ad campaign during the course of the certificate program; with at least $200 USD in spending
In-depth Training: What we’ll cover
The 12 sessions will cover ad campaigns from scratch for beginners, but also provide intermediate practitioners with strong examples of how to refine campaigns and integrate them better into organizing. Participants will have the opportunity to break out into small groups appropriate to their level during each of the 12 sessions.
This hands-on program will require a time commitment of 3 hours/week in-session and 1-3 hours/week outside of the sessions. You will engage with existing ad campaigns and case studies from movement groups. You’ll complete four assignments that will step-by-step build an ad campaign, getting real instructor feedback. This will include refining the ad, ad targeting, and call-to-action. Then, after launching the ad, you’ll work closely with an instructor to interpret the results and further refine the campaign.
Program requirements
- Attendance: Sessions will be recorded, but you must attend 9 of the 12 required sessions (including 3 of the 4 small group sessions) to receive credit. (Exceptions can be made for people in time zones which make it impossible to attend live.)
- 1-3 hours per week to complete assignments and prep work: to process the learning, to complete assignments for each session, and to prepare your organization’s accounts to run ad campaigns (if necessary).
- Access to run campaigns: you will create multiple ad campaigns, and run at least one in order to be able to edit and improve based on the results
- Budget for ad campaigns: budget of at least $200 (not included in session cost, paid directly to the ads platform). Then, you will refine the campaign based on initial results.
Earn a Certificate in Facebook & Instagram Ads for Organizing Requirements: Attend nine out of twelve sessions; complete three out of four assignments
Participate from around the globe
Sessions will be held Tuesdays and Thursdays at this time:
9-10:30 am PST (Mexico)
12-1:30 pm EST (New York)
5-6:30 pm UTC (London)
7-8:30 pm EET (Palestine)
8-9:30pm EAT (Kenya)
10-11:30 pm IST (Mumbai)
Presentation content will be recorded.
Social Movement Technologies is committed to supporting people power around the world. The core schedule will be on Tuesdays and Thursdays at the above time, but with 10 confirmed signups from another time zone, we will launch small group critiques at times that work better for other global regions such as Oceania or Asia.
Language and Hearing Accessibility
Instruction will be in English. Simultaneous interpretation in all 18 sessions can be provided at no additional cost if at least 10 registrants prefer that language. Slides will also be provided in the translated language.
All live sessions will be live captioned and all recordings will be captioned in English and any languages with a group of 10 or more users, at no additional cost. Additional languages must be arranged ahead of time.
Instructors
Scotty Brown. Scotty (they/them) is an artist, organizer, and community builder with roots in Philadelphia, living in Washington, DC. They have worked on the Digital Team at Color Of Change since 2018, building out digital ads and grassroots video content to amplify campaigns for Black liberation. They organize with Occupation Free DC for international abolition and an end to U.S. complicity in Palestinian oppression, and they build community solidarity through Ward 1 Mutual Aid Network and their artist/activist collective. They also are a founding member of DC’s only queer Yiddish burlesque troupe, The Shmutzik Shmates.
Kevin Pujanauski, SMT North America Movement Support Lead. Kevin (he/him) focuses on using digital tools to reach and organize with community members and voters, including texting, tech-enabled relational outreach, and online ads. Kevin has supported unions, issue organizing groups, and electoral groups on dozens of ad campaigns, connecting the organizations with tens of thousands of new supporters. Kevin’s background includes issue and electoral organizing at the local and state level, from leading digital on a successful City Council campaign and supporting digital efforts for multiple campaigns in Chicago and throughout Illinois fighting mass incarceration.
Additional instructors will be announced as the start date of the training approaches.
Cost
North America or Western Europe-based organizations and activists:
$900 Pricing for groups with budgets above $1M USD, anytime
$700 Early bird pricing for payment received by April 29, 2022, when the price goes up to $800, for groups with budgets under $1M USD
$600 Additional person from the same organization (same email domain)
$5000 Group Rate (up to 10 seats) – designed to help networks and funders make this program accessible to their communities.
If based outside of North America or Western Europe:
50% discount on regular price
$400 Outside of North America and Western Europe AND group has a budget of less than $1M/year USD
$2500 Group Rate (up to 10 seats) – designed to help networks and funders make this program accessible to their communities.
Note: Organizations paying for a mix of staff based in North America/Europe and other regions can pay based on where each staffer is based.
Payment is by credit card at the below form, which includes a 4% fee. Please reach out to [email protected] if you’d like an invoice for payment by bank transfer (no fee).
Note for all: separate from the registration fee, organizations must also budget for the participant to spend $200 in ads over the course of the program, paid directly to the ads platform.
If you are paying for someone else, please indicate their name and title in the form, not yours.
Testimonials
The program was an incredible journey of meaningful learning and connections with amazing advocates nationwide.
We hired SMT to lead a discussion about online strategy with some of our union’s staff. It re-kindled my desire and commitment to using emerging technologies in my organizing![The Digital Campaigning Certificate Program] is a wonderful course with a great amount of information to get you started on understanding how digital can work for your own organization.SMT helped us craft an effective public narrative for our campaign to get a mine closed. SMT helped us finalize a campaign strategy and come up with an effective plan to raise visibility and engage the public. Our campaign led to a pause in the mining. We will keep fighting!SMT is a great resource if you’re looking to improve your organization’s social media presence and strategy.We’re starting our third straight year providing grantee partners with Social Movement Technologies training and coaching…our grantees are in good hands.Two things I valued most about the program were lifelong access to the course materials and case study walkthroughs from some of the most compelling organizers and organizing collectives we have in the field right now. The Social Movement Technologies Digital Campaigner Certificate is an excellent opportunity for me to meet digital organizers from across the country who are doing important work fighting for social justice on digital platforms. Often times, we are isolated in our work whether it be regionally or by issue, but through this program I've learned so much about all the cool ways other organizers are engaging and building movements. I've also been able to refresh my own knowledge about digital campaigning and have learned about a ton of new technology, software, and platforms that can be used for positive social change. Thank you SMT team!
SMT's training helped me use my journalistic skills effectively to highlight people's struggles and create change. Using Twitter more effectively, we supported Syria's refugee camp hospital to get more media attention and raise funds to respond to the hospital's needs as well as build visibility on the issues affecting refugees.SMT’s staff is friendly, flexible, competent, creative…Efficiently implemented cutting-edge strategies and designed great-looking materials to communicate our message to our members. I’ll come back to SMT in a heartbeat.I initially thought this program was centered around communications, but it offered so much more. It provided an inside perspective on organizing work and how communications integrates with it.Our staff have taken SMT’s excellent trainings over the past five years. Mastering the strategic use of digital tools is essential to advance social change online. SMT’s offerings are a much-needed and unique resource. And they are responsive and committed to meeting the needs of participants. We’re thrilled to partner on the new Global South track of their Digital Campaigning Certificate program, which is a need that we expressed and they acted on promptly. Thank you SMT!
The program made me think holistically about offline and online impacts.
Great information on how to make emails more impactful and spur action. Great to get direct feedback on a sample email.This program helped us harness effective tools and tactics that are aligned with our movement's needs and organizational values.The program offered interesting case studies, expanded my digital campaigning knowledge, introduced new organizing tools and strategies, and enabled connections with professionals in the progressive space.Trainings run by SMT are solid, accessible and worth checking out.SMT has been a great partner to co-design and launch a set of offerings that meet the growing digital and remote needs of the organizations we support, including bilingual access for our Spanish-speaking partners. The team is relatable, attentive and knowledgeable and their use of case studies helps to make complex information accessible!The program allowed me to deep dive into specific campaign strategies, learning from diverse examples of what worked and what could be improved.The program was an eye-opener and better positioned me as a Communications Officer. I learned about digital mobilizing, online community building, and more.The SMT trainings I’ve taken have helped us mobilize and deepen engagement in our communities. Through Twitterstorms, phone banking, and other tactics that I learned through SMT’s trainings, we succeeded in our call to #ExtendtheReg for a million young people who would otherwise be disenfranchised by anti-poor COVID policies.
I really liked the A.I. custom training session, especially the parts tailored to our workstream and with examples pulled from our staff. It really helped to situate the tools in our work and open our team's minds to the possibilities.Incredibly knowledgeable…Weekly coaching has been a great experience. Keeps us on track. Staff is flexible, creative.I would recommend SMT to anyone looking to be more effective online. We are definitely going to experiment with the directions SMT gave us in our strategy session. Very valuable to have consulting from organizers who are keeping up with all the latest.The course provided invaluable tools and strategies, real-world case studies from different cultural contexts, and a supportive learning environment that encouraged interaction and peer learning.
SMT helped us think through what type of CRM we need and choose a texting platform to reach our base. SMT’s coaching has been instrumental in helping us develop a social media strategy that communicates our message through the voice of the young people involved in our organization. The one-on-one sessions have been invaluable given the expertise of everyone on the SMT team.
I wish SMT had existed when I started organizing in 2010! I learned many of these skills on the fly, often through trial and error. Overall it is really helpful to learn about all of the new tools which exist, especially ones that non-profits can use for low or no cost. The presentation did a great job of outlining best practices for many different scenarios.SMT has worked with us to develop and implement a broad and integrated social media strategy. They helped our leadership understand the importance of such a strategy and taught our activists the basic skills to execute it. From website maintenance to targeted twitter campaigns, they are there when you need them and they understand that it is all about movement building.Our coach was an everyday reminder of what we needed to do. He checked in and followed up on us. It really helped us activate Twitter in our campaigns and tighten up digital security. We moved from just having a Twitter handle to building on a hashtag that saw a jailed human rights activist released from prison.[SMT's WhichCRM tool] helped me make a side by side comparison without having to spend hours sifting through demos and websites on my own. Invaluable!Great ability to eloquently name a few top communications gaps that we could easily fix and increase our impact. The summary document is highly valuable; we will refer to it in our future planning!This program was pivotal in my early organizing career, providing a strong foundation for recognizing technology's power in social movements. It equipped me with tools to create effective systems for our organization and broader membership base.I had an amazing time. I am already applying the valuable content in my organization.It helped me better understand, through the experience of like-minded organizers, how to use accessible digital organizing tools to support the efforts on the ground.The online coaching sessions have been really good for helping us make decisions about what makes the most sense for us to incorporate…and what we can let go.
Last year, we worked with SMT on a census campaign with Native Voice Network, and we got so much direct campaign support, one-on-one coaching. I spent a lot of time doing just one-on-one coaching support with ads. after that I felt super empowered and fearless to just navigate all these different tools in the universe. So it was a really great and helpful experience for us.The Digital Campaigning Certificate Program was immensely helpful, and I continue to apply its learnings in my daily communications and strategizing.We worked with SMT to get tech support on our virtual townhall event. It was helpful getting advice from an expert on how to prepare for the livestream, and how to best make it smooth. It was a big lift off our shoulders being able to rely on someone who has experience doing it.
"I learned so much about different labour movement actions. The digital part was huge, along with actually just understanding the range of tools that are available to organizers. I knew about petitions, about actions in the street, but seeing how differently they could be appleid in so many unique contexts was really exciting. I feel like I got an entire history of the labour movement.Highly recommend it for individuals in civic organizations looking to enhance their technological campaigning skills!Our experience to date has been wonderful, helping us make the migration from one CRM to another as painless as possible…a life saver, terrific. Quick to respond, SMT staff provide clear explanations that avoid all the techno-garble.SMT is an amazing resource for starting digital organizing and communications and maintaining a program that engages members and moves them to action. There are a bunch of free and super reasonably priced webinars available so you can jump right in and focus on what you need to improve.The webinars have just been stellar. I've learned so much, especially from the Top Tools and Tactics to bump up your organizing game. I used the templates and resources to set up an editorial calendar and to track stats for our new social media channels. It was very easy to take what was presented in the training and apply it to my union immediately.
El DCCP es un programa súper completo que cubre casi todos los aspectos de las campañas digitales y el activismo digital. Durante el año que pasé en el programa, aprendí a usar muchas herramientas y tácticas nuevas así como también mejorar en las que ya estaba usando. Y he estado aplicando felizmente lo que aprendí en mi trabajo de campaña con Amnistía.
The program gave my team the tools and time to strategise how our grassroots migrant organising translates to a digital context. I picked up tools like source codes, which then enabled us to see that more people were registering from Instagram than through any other platform and caused us to adapt our strategy. We also became SMT an Outreach Partner to enable our network to benefit from trainings at lower pricesTaking this course really transformed my organizing skills to be more effective. This program has boosted my confidence in organizing and sustaining digital campaigns.SMT's expertise in social media, ads training, and particularly their personalized coaching, has been invaluable for navigating the unique challenges of the non-profit sector. SMT's guidance has empowered us to adopt new technologies and strategies, leading to our most successful social media ads campaign to date. Their support is a game-changer for organizations stepping into unfamiliar digital territories.Learned invaluable skills, gained practical knowledge, and connected with inspiring professionals.SMT helped us choose an appropriate database for our organization. Its focused training sessions are valuable tools that have helped us further a conversation with our grassroots leaders about strategically building a more powerful, goal-oriented organization. "I have found the webinars and trainings by SMT to be timely, relevant and incredibly useful in my work.
I work often at the intersection of climate and labour and have been thrilled to see the trainings you organize have met my needs in advancing my work."The Digital Campaigning Certificate Program is a great course to get to know all the different aspects of digital campaigning. What I like most about it is the consistent focus on building power.This is great for C3's to understand what they SHOULD be doing during elections. I think there is much more space for C3s to take the GOTV initiative.I got a LOT out of it...the idea that comms can be used not just to “raise the visibility” of my organization, but to build power -- to move people, engage them, get them to do something concrete to push our social justice work forward. The strategies and tools shared were super helpful, and have already had measurable impact. Staff is fantastic - knowledgeable, responsive, thoughtful, collaborative.I received input on how to align field and digital work which is directly connected to the advocacy research that we are doing.
Our staff took a lot of SMT courses – including the intensive Digital Campaigning Certificate Program. It helped us take our digital campaigning and collectivizing actions to the next level! We used various tools to increase our follower base and successfully target authorities to take action at the village and municipal levels in India.
Our strategy sessions with SMT have really energized our vision for what we need to do…In 90 minutes, we were excited and encouraged about how we could better our media and communications work.This training provided invaluable clarity and direction for my digital organizing work, empowering my team to work more effectively.All of SMT training is packed and powerful!SMT taught our staff and leaders to use Twitter strategically, understand the intricacies of Facebook for organizing…They respond quickly, have real world organizing experience, do really solid webinars that leaders and staff can engage with."Skye's growth in confidence and strategic acumen through the SMT program has been a huge boost for our organization. She's also been able to bring tools, trainings, and ideas back to our entire staff team, making us more effective and responsive."I was able to immediately use the tools I learned and apply them to our organization. The program was intense, but I loved every minute of it and learned more than expected.I felt supported by a community of hundreds throughout my learning journey.The trainings are terrific–geared for every level of experience. And being rooted in social change movement, especially helpful to organizers.SMT was like a breath of fresh air in its approach to empowering small nonprofit organizing efforts. With not much funding, we were able to connect SMT to a few organizations in our network to provide analysis, coaching and hands on technical support. Here at Universal Health Care Foundation of CT, SMT gave us strategic help to up our game with our online organizing and engagement…particularly helpful in guiding us to a more savvy, productive use of social media.
The Design Apprenticeship course helped me become bolder in my design choices. I became confident enough to push for a more systemic approach to design in the team, developing templates and guiding other creative colleagues. This program was pivotal in my development as a designer!I want to express my continuing and deep appreciation for SMT’s staff. We’ve made great strides and SMT has been catalytic…Among other things–fast, smart, patient, thorough, skillful handling of the website makeover. You guys pulled it off quickly and affordably.I found this course inspiring, especially the strategies part. Learning from diverse students with different backgrounds was enriching."=I strongly recommend SMT. Their strong organizing background, preparation and thoughtfulness made our strategy assessment with them enjoyable and really helpful.We hired SMT to help with some ad campaigns. Folks are professional, experienced, and communicative. Knowing what was happening at different stages helped me understand what was going on in our programs. I was never embarrassed to ask questions. The SMT staffer explained everything that would happen, why he was doing something, how he'd accomplish it, which was great. It made me feel like we were working collaboratively. SMT also provides a lot of great trainings to the progressive community to equip people and organizations to do this work on their own.
SMT's coaching was incredibly supportive, encouraging and accessible. SMT had a huge impact on evolving La Semilla's storytelling program. Through SMT coaching, we diversified our digital communications. Having SMT as a source of resources and as a thought partner has been incredibly impactful to our work.This program was very useful for understanding the digital aspects of organizing workers and incorporating them into a comprehensive campaign toolkit.This program is very comprehensive and provides tons of tools and resources that have strengthened my skillset in digital organizing. This is a great program that I highly recommend.I'm grateful for the opportunity to expand my organizing knowledge with SMT. It's sparked creativity, and I'm excited to put new ideas into action.
Having access to experts through the certificate program was amazing. The course is so practical. I set up google ads for the first time and created our digital security policy and implementation plan. Our whole team uses the campaign strategy template now. Now we know how to improve our email deliverability and started a texting program.
I took the workers organizing in the digital age training. We really need this kind of training in Finland, which people in the US have had access to for some years. The training was effective to start organizing for instance on Twitter.The program offered interesting case studies, expanded my digital campaigning knowledge, introduced new organizing tools and strategies, and enabled connections with professionals in the progressive space.SMT helped us build an integrated, strategic approach to a union contract campaign. SMT’s work is sophisticated and flexible–their support was invaluable.Super useful and practical strategy session. Great to learn what we can do to our website and Facebook page to make them better tools, described in a way I can explain to my board.
Working with SMT was easy and collaborative. The training helped our Greenpeace Southeast Asia team get new insights into campaign best practices across the globe.The assignments provided a better understanding of how the nuts and bolts of digital organizing fit together.
SMT helped GAIA use LinkedIn to reach a key constituency we were having trouble reaching - thousands of people who play a specific role in the waste management industry. We got responses from key players.Design firms told us our current site couldn’t be mobile optimized, but SMT did it cleanly and affordably. The site looks great and SMT was easy to work with and addressed any concerns we had.We have had a fantastic experience with SMT…they have been highly responsive to the needs of our grantees.[Story-Based Strategy] was awesome. It was sort of a refresher and a reset for me as an organizer and a social worker. I took a great deal of notes.For change-makers looking to harness people power for good. Expert presenters and experience sharing with classmates enhanced my knowledge and provided valuable, immediately applicable skills.This program greatly helped integrate our thinking on organizing and digital campaigning. I wish all our organizers and digital staff could undergo this training.I found a lot of value in this Certificate Program that I use in my everyday work: from using social media effectively; significantly growing accounts and activating people online, pressuring targets in campaigns, and running Twitterstorms. Even when using other tools, I still apply the principles I learned!SMT’s knowledge of the organizational use of different CRMs and migration between them was very helpful.
I found the email coaching course to be extremely helpful. I thoroughly enjoyed that this exercise involved everyone working from the same assignment. It made the feedback that much more helpful. I think this has been one of the best SMT sessions that I've taken.I learnt a lot on grassroots movements, digital campaigns and communications in times of state intrusion or threats.Great coach for executing our group's livestream plan! Often we have little time to do comprehensive analysis or comparison of newer technologies, so it's important to consult with those with their hands on the tools, and have seasoned coaches in your corner who can help you execute plans.
SMT coaching enabled us to expand our presence within human rights spaces in Kenya beyond an LGBTIQ audience. It helped us use Twitter to connect with allies in the environmental justice and land rights movements. It was amazing to have someone to work with who knows our work and give us templates just when we needed them.This was a fantastic training experience and I learned a lot about emerging technology with lots of support! This program has been a great experience for me personally and for my work. With the few campaigns going under way I’m excited to show my colleagues what I have learned from SMT! The benefits to us of regular coaching sessions were immediate.SMT’s training on using WhatsApp to activate our bases helped us activate more leaders by creating conversational WhatsApp groups for members and assigning different leadership roles to volunteers.I appreciated connecting with passionate changemakers across the U.S. to discuss effective digital campaigning strategies.SMT is the only training I know of that speaks our language of activism and uses the tools we use everyday in the field. They are a go-to resource to help raise the bar for communications in the labor movement.We’ve heard really good things from our grantee partners. SMT has a strong, grantee-focused way of working.Each session was well-facilitated, skillfully blended presentation, discussion, and practical exercises, allowing me to immediately apply techniques to my work.The DCCP program enhanced my skills and provided valuable support. I've applied these skills in my job and community work. Well-designed and presented program!
Recomendamos totalmente a las organizaciones de América Latina que se sumen a los cursos de SMT para mejorar y desarrollar su activismo digital. Las herramientas y conocimientos que adquirimos a travez de SMT fueron utiles para lanzar Fondo Defensores. Todo lo que hemos aprendido lo hemos podido implementar para el surgimiento de nuestra organización y para comunicar nuestro mensaje.
I implemented lessons on personal narrative, public narrative and emails directly into my campaign, so this was an instant gratification. I loved learning from the other Digital Campaigning Certificate Program participants who came from around the world, working on different topics.SMT was really responsive to my questions and needs, and to customizing a training that met those needs. We had a collaborative relationship of understanding each other's needs and expertise, agreeing on outcomes and approach, and developing content.
Love it!” (mobile optimization of TheStand.org)SMT helped us launch our first petition campaign…great experience, ended up with vastly higher profile for our work.
I view organizing in a whole new light. Everybody should have the opportunity to go through this experience, and get these tools, and start organizing.The digital training was expertly executed and helped me develop new ideas and best practice to implement in our campaign.I'm still digesting the valuable information from this training and applying it to my work. Meeting activists worldwide and learning about important campaigns was inspiring.Without SMT we would not have been able to move our organizing from the field to the digital arena during COVID. They helped us set up systems, coached and trained our folks, helped us troubleshoot and launch digital outreach efforts all in crucial campaign moments. Can’t speak highly enough about what their help meant!The coaching has been fantastic. Staff has extensive understanding of the online landscape and strategy…jumped right into working with our members too, personable and supportive…great to work with someone who felt like a comrade and not just another non-profit consultant. I was amazed at SMT’s ability to connect us with experts or representatives of different online tools.Super helpful process with our staff and leaders to ID new tools we can use to reach our target folks.SMT helped us create a social media presence to expand our cannabis worker organizing campaign. Our organizers have enhanced their social media capabilities. We have succeeded beyond our expectations. Working with SMT has been a great experience. They really understand organizing and communications.The webinars were very thorough, and the SMT team seems very responsive, broadly knowledgeable, and intuitive. The “WhichCRM?” questionnaire was helpful when I filled it out with my team. It helped us think about the aspects of a CRM we were looking for.SMT developed a custom training for our youth climate fellows from around the world. It was a holistic training on creating campaigns from strategy to implementation and building our activist base. We appreciated SMT’s attention to detail around language and inclusion and always thinking about power building.For anyone who wants to dive into the world of digital communications, this is the training for you!It was powerful hearing directly from groups across the country using these powerful tools to win campaigns and create real change.The program offers excellent support, knowledge, and peer collaboration for learning about organizing and campaigning.The coaching sessions provide practical tools for making our social media move from passive clicktivism to actually doing something.
