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SMT’s Digital Campaigning Certificate Program – Global South Track
SMT's Global South Digital Campaigning Certificate Training
Take your campaigning, communications and fundraising to the next level.

Program details

In one year:
  • become a more effective, strategic campaigner, organizer, communicator or fundraiser
  • build more power into your issue, voter engagement, fundraising, membership and other types of campaigns
  • deepen your skill base quickly – beginner or advanced
  • join a community of peers
  • stay on the cutting edge of digital organizing practice and developments
  • graduate with SMT’s Certificate in Digital Campaigning
The “lenses” we apply to all topics
  • how to broaden your supporter base
  • how to activate more supporters, especially moving them from online to offline activism – and vice versa too
  • how to deepen the self-interest of decision-makers to do what we want them to do
  • issues especially relevant to activists and targeted groups in the Global South, including security threats for example.
  • a diverse training team of digital campaigners with deep organizing experience
  • meeting the needs of groups facing resource constraints – how to do more with less
How it works
  • runs January – June 2020, 12PM GMT on a weekday
  • live digital campaigning presentation and discussion sessions every 2 weeks (6 presentation sessions; 6 Q&A sessions) covering prioritized online organizing skill areas (see list below)
  • unlimited access to 45+ hours of training video library.
  • join a community of peers
  • recordings, weekly homework and optional quizzes housed on an adult learning platform.
  • SMT’s Digital Campaigning Certificate awarded August 2020 upon completion.
  • time commitment required: 2 hours/week for regular “Certificate”; 4+ hours/week for “Advanced Certificate.”
  • diverse instructor team made up of SMT staffers and advanced practitioners drawn from movement groups in Global South
  • Before or along with sending in payment, please complete the required registration form.
  • $1200 first person (may go up after Nov 1). $500 additional per person from the same organization (same email domain). Click here for invoice to mail in payment. Or email us to request an invoice and link to pay via bank transfer or with a credit card (for credit card there’s a 3% processing fee added). We’ll need the name, title and email of each registrant. You can email us with that or add it to the invoice and include it with the check.
  • $500 per person if part of group rate.  ($7500 pays for up to 15 seats, with additional seats at $500.) Can be from diverse organizations. Participant list can be submitted as late as December 1, with any extra seats paid for then. Email us to discuss. Group rate may increase after Nov 1.
  • For networks in which registrants from different groups will be paying separately, there is no cost for SMT to set up a payment and registration page for your network, such as this one.  The rate in this case would be $520 per person (includes the online payment processing fee), with a required 15 person minimum registering through the page.
  • funder group rate for grantees: Email us to discuss.
  • partial scholarships are available on a limited basis to smaller groups and SMT is reaching out to funders to expand access further. To apply, complete the 10-minute application here.
  • Many funders have confirmed that they will support grantee requests to pay for this training.
  • Groups that pay full rate this year can register staff at the discounted regular group rate in the future. This is to make it easier for organizations to train future staff once they have already invested in this training.
Sign up now to take your online organizing, communications and fundraising to the next level.
See what past participants had to say. Many more testimonials here.

A look at the curriculum:

1 Put together a badass online organizing plan and measure if it’s working to build power
  • Online power-mapping to help with strategy
  • Assessing your strengths and weaknesses online
  • Starting templates for simple and complex plans
  • Building your supporter list and activating people on and offline
  • Putting people in the streets–Using online tools in your turnout plan
  • The best affordable tools for growing your list and engaging members in online action
  • Which channel is most powerful for this and ways to use it
  • How to design effective activation paths
  • How to measure your results using a few key metrics to go beyond vanity metrics and focus on building power
  • Using source codes and campaign tagging
  • Using Google Analytics to track conversions
  • How to track the campaign contribution of specific allies and chapters (e.g # of petition signatures they’ve brought in)
  • Using infographics and other visuals to effectively convey online’s contribution to campaigns and the organization
2 Message development and testing: design and frame your campaign w/ strategic storytelling
  • What it takes to use story powerfully in our campaigns – and why it’s so important
  • Using story-based strategy to develop effective framing and messaging
  • The hero’s journey, and why it’s so important for message development
  • How to test messaging using Facebook
  • Creating a campaign story that encourages power escalation
3 Online fundraising for organizing groups
  • How to decide what makes sense given your list size and past giving history
  • EOY (End Of Year) campaigns and multi-email series
  • In-campaign fundraising at key moments
  • Segmenting to make the most of major donors
  • Orchestrating online, email, snail mail, phone calling and in-person visits
  • Developing excellent content for the campaign
  • Appropriate vs. wasted use of social media
  • Optimal design of donate pages
4 Facebook for organizing
  • How to move people from Facebook to offline action
  • Master meme-making for Facebook sharing: what you need to know
  • How to use “narrative” posts to inspire and build community
  • When to rely on organic reach vs. boosting vs. multi-audience ad campaign
  • What is re-targeting and why is it so important
  • Best practices for using Lead Ads for list-building
  • When and how to use Facebook Live
  • Best practices for edited video on Facebook
  • The latest experiments with chat bots for organizing
5 Twitter
  • Mapping out your Twitter Plan of Action – for the year and for a campaign
  • How to grow your following aggressively – up to 250 followers per week in a way that strengthens your campaign power
  • How to activate your members on Twitter
  • Live Tweeting actions for media attention and to pressure targets – what to do before, during and after your action
  • Orchestrating Twitter thunderstorms and steps to get a hashtag to trend
  • Building your very own Twitter live tweeting team of members
6 Email best practices
  • Effective email writing and design for action
  • How to curate your list to maximize the open rate and avoid low deliverability ratings
  • Segmenting your list effectively
  • Email surveys – when to do them
  • How to use email to drive engagement online
  • The metrics you should pay attention to — beyond opens and clicks
7 Digital security: Why it’s important and how to implement it
  • How to go about increasing the digital security of your organization’s data and its staff and members.
  • The secure tools that are worth adopting in your organizing, plus how and when to use them
8 Mobile power: Mass texting, peer-to-peer, and short codes
  • When and how does it make sense to integrate mobile texting into your work, and which form of it?
  • How to build up a mobile texting list
  • How to choose the right mass texting tool for your organization
  • How to integrate P2P into your organizing plan to maximize absorption of people at key campaign moments
  • Generating P2P lists: lead ads, purchased cell phone lists – cost, and what makes sense when
  • Comparing P2P, mass texting and short code providers and tools – where you can save money and where it’s ill-advised
9 CRMs and other action tools, integration and automation
  • Comparisons of tools like ActionNetwork, Constant Contact, MailChimp, Salsa, EveryAction, CiviCRM, NationBuilder, ActionKit, as well as patch-through calling and other tools
  • Advanced CRM techniques for tracking action-takers
  • Newly developing Zapier and other integrations and automations to save us time
10 Media: Getting and tracking media coverage for actions and campaigns
  • Crafting actions so they are more “newsworthy” and pitching stories effectively
  • How to use social media to get more media coverage
  • Putting media coverage to work when you get it
  • Cultivating reporters online and using Twitter lists to help
  • Using powerful media listening tools (beyond Google Alerts) to increase media coverage
  • How groups are using live tweeting to boost coverage at actions
11 Optimizing your website for organizing power
  • Website email signup designs that work to grow your supporter list
  • Current organizing website design best practices
  • Re-targeting people who have visited your site but haven’t signed up for email
  • Quick & dirty uses for Google Analytics – the things every organizer should know
12 Video
  • How to evaluate how best to use video in your work
  • The use cases and pros and cons to video on different channels (Facebook, Twitter, Instagram, Snapchat, Youtube, website)
  • Key lessons about how to design video so people will watch it…and then take action if that’s part of your goal
  • How to get effective videos made: getting content and editing–what members and staff can do, when to hire a videographer, when to hire a video editor
  • Budgeting
13 Using Snapchat, Instagram, WhatsApp, FB Messenger and other relative newcomers in organizing
  • Throughout the coaching series we’ll address new online developments and tools, including newer channels for reaching and engaging people such as Facebook messenger chat bots.
  • Best practices for compiled video “Stories” on Instagram and Snapchat
  • Selectively using inexpensive tools within these apps, like Snapchat geofilters, to pressure targets and get media coverage
14 Petition best practices
  • When and how are petitions most valuable, and using them in combination with story capture
  • Keys to writing effective petitions
  • Petition alternatives (third party vs. your own vs. lead ad option) – what makes sense when
  • Best practices to drive traffic to petitions and track
  • Best practices around petition delivery options
15 Activating members online and building an online organizing committee
  • When does a committee make sense, and when to avoid it
  • Online organizing jobs that can be most effectively assigned to leaders
  • How to structure a committee for maximum impact and minimum staff time investment
  • Online campaigning in tough times–Addressing conflict and criticism from supporters (and detractors)
16 Budgeting for online organizing and other management best practices
  • Budget line items
  • How to construct a realistic advertising budget
  • Are you over-spending on your CRM?
  • Staff levels and skill combinations to be effective
  • How to help the rest of the organization appreciate and understand your work
17 Campaign Management & Team Collaboration tools and best practices
  • A discussion of free and low-cost project, campaign and team management tools that many groups are using
  • Detailed comparisons and strategic considerations in which tools to use
  • Recommendations for what your “tech stack” should look like, based on what size organization and kind of organizing you do
  • Sample Trello campaign and organizational dashboard templates you can use
  • Excellent well-used progressive editorial calendars every organizer should be using
  • Personal productivity tools that are essential for us crazed multi-tasking organizer types!
  • And lots more…
18 Ad campaigns to build your list, activate your base and pressure targets
  • Facebook lead ads, re-targeting, custom audiences, the pixel – what to use when, including for message testing
  • Twitter ads – what they’re best for
  • Google text and banner ads and tips for optimizing free nonprofit ad grants, geo-targeting
  • Organizing use cases for Snapchat geofilter ads and YouTube ads
  • Using micro-targeting on targets in campaigns
  • Using ads in fundraising campaigns to maximize results

Global South Testimonials

Trainings run by SMT are solid, accessible and worth checking out.

Mobilisation Lab

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!

Shelley Buckingham, Digital Communications Lead, Association for Women’s Rights in Development (AWID), Canada

SMT’s digital certificate training is brilliant – comprehensive. You may know one method really well but six months down the line it may not work anymore. It’s also great to have a global cohort of peers  to connect with for other perspectives. 

Anand Mangale, Co-Founder & Director, Our Democracy, India

global South track Groups trained

Staff of 20+ groups from across the Global South have engaged with SMT trainings:

350 – Africa
350 – Pacific/Australia
ActionAid Int’l – Zimbabwe
Activista (ActionAid Youth)
Alliance Ethio-Francaise
Amnesty Int’l – Philippines
AWID (Association of Women in Development)
Bangladesh Labor Federation
Centro Autonomo/ Mexico US Solidarity Network
Filipino Migrants Community in Belgium/Ugnayang Pilipino sa Belgium
Fundación CRAN (Centro para el Reintegro y Atención del Niño)
Greenpeace – Africa
Greenpeace – Argentina
Greenpeace – East Asia
Greenpeace – India
Greenpeace – Indonesia
Greenpeace – Int’l
Greenpeace – Malaysia
Greenpeace – Mexico
Hollaback Mumbai
Mobilisation Lab
NISGUA (Network in Solidarity with the People of Guatemala)
No Más Muertes
Schools for Chiapas / Escuelas para Chiapas
SOA (School of the Americas) Watch