About the Book
The Digital Plan is here to get you the BIG WIN. From running an election to growing a nonprofit, fundraising for a cause, or even just creating your own brand from scratch, empowering your organization online is key to success. Every platform and interface - social media, email, websites, video, blogs, digital advertising, and more - have strengths that you can play to, with a strategic plan leading the way.The second edition is full of case studies and advice from Obama and Hillary campaigners, nonprofit leaders, designers, directors, filmmakers and everything in-between. This book is for you if you want to talk digital, and especially for you if you want to dominate digital. We've packaged all the latest and greatest of organizing, planning, and strategy for you to accelerate into your goals with confidence. If you're clear about what you want, then The Digital Plan will get you there.The Digital Plan is all about empowering YOU to win campaigns, launch information into digital space, and understand how (and why) digital strategy is integral to community building. From platforms and tactics to planning and engagement, this book will cover a wide variety of topics with the most up-to-date strategic advice from experts in the field: - Social Media
- Email Engagement
- Data and Analytics
- Video Production
- SMS
- Website Development
- Blogs and Storytelling
- Design
- Digital Organizing
- And more!
Consider The Digital Plan a launchpad to your success, and remember to join our online community for talks, Q&A's, templates and updated strategy for a dynamic digital future.Welcome to our community, we hope to interact with you soon!"We believe the strength of digital strategy is in organizing and integrating diverse voices, which is why this edition includes over 30 case studies, anecdotes, and tips from CEO's, activists, and some of the leading digital strategists across various industries. We've expanded this edition to include new chapters on The Engagement Cycle and SMS, and this edition is also redesigned to make your learning experience as effortless as possible." - Katrina Mendoza, Editor
About the Author: Brad A Schenck has over a decade of experience as a leading digital and engagement strategist for nonprofits and political campaigns. In 2008 and 2009, he worked to elect President Barack Obama, by driving community service, and helping pass Obamacare with Organizing for America. As part of the Democratic National Committee, he advised dozens of state Democratic Parties, as well as Senate, Gubernatorial, and Congressional campaigns. This evolved into multiple roles with President Obama's 2012 campaign include working battleground state digital strategy, and becoming the first Digital Training Program Manager (Director) in political campaign history. He was the lead developer of the first Digital Fellowship to be offered by a major political campaign. In his role, he developed training courses, webinars, and mentorship that developed thousands of volunteers and organizers, state digital directors, staff, and field staff. After winning the election, Brad was asked to serve as Obama-Biden 2012 Inaugural National Day of Service's Digital Manager. He built on the massive state-by-state system of volunteer content developers and managers to create a trending national day around service. Brad continued to serve the Obama movement as the founding Digital Strategist for Organizing for Action (OFA). At OFA, he continued to develop training and mentorship for staff and volunteers, and helped the organization evolve from electoral to issue campaigning. From 2014-16, he rebuilt the digital department for Rainforest Action Network, an international activism and advocacy organization. He also supported the CREDO SuperPAC, driving the digital side of their field campaign. During the '16 cycle, he took on local and national issues, driving engagement for school board, ballot propositions, and local elections. He also ran groundbreaking registration and GOTV programs as Head of Engagement for Vote.org. Brad's work at Vote.org included running unprecedented tests with SMS for voter registration and turnout, one of the largest non-presidential GOTV operations in the country. In 2017, Brad launched the first edition of The Digital Plan and worked with a range of local and international organizations. He launched The Digital Plan Community in 2018, an online training space, mentoring others in digital for nonprofits & campaigns. Brad's mission is to help others scale knowledge to win political campaigns, grow nonprofit organizations, launch projects, and meet goals.
