Why Digital Organising Matters
With young people making up 47% of voters, we have the numbers to shift power—but only if we organise. Digital tools help us:
✅ Find and mobilise other young people who care
✅ Turn passive followers into active participants
✅ Amplify our campaigns beyond just our immediate networks
✅ Support (not replace!) real-world organising with strong online foundations
Whether you’re just starting out or looking to level up your skills, this guide covers the essentials.
Key Lessons From the Training
1. How to Find & Connect With Young People Who Care
🔍 Use owned media (your website, email list) to control your message
📱 Leverage shared media (Instagram, TikTok) to reach new audiences
🗞️ Pursue earned media (news coverage) to boost credibility
Example: Tomorrow Movement uses Instagram to share relatable, action-focused content—not just facts, but stories that move people to join.
2. Moving People From Passive to Active
Use the Ladder of Engagement to guide supporters deeper into your movement:
- Observe (see your content) → 2. Follow (sign up) → 3. Endorse (share posts) → 4. Contribute (attend an event) → 5. Lead (organise others)
Tip: Use Action Network to track engagement and follow up with personalised messages.
3. Growing Your Online Presence Authentically
- Accessibility matters: Use high-contrast colours, image descriptions, and captions (WCAG guidelines)
- Storytelling > stats: Use the Marshall Ganz framework (Story of Self, Us, Now) and story-based strategy (more information here) to inspire action
- Be strategic: Different platforms serve different purposes—TikTok for reach, emails for deep engagement
4. Digital Tools Should Support Real-World Organising
- Use Instagram polls and Q&As to recruit for events
- Turn TikTok viewers into petition signers with clear calls-to-action
- Never let online activism replace face-to-face connections
Who Is This For?
✔️ New organisers learning the ropes
✔️ Seasoned campaigners wanting to boost digital strategy
✔️ Young people ready to make an impact this election
Ready to Take Action?
- Watch the full training video above
- Join Tomorrow Movement’s Digital Organising Team
- Share this guide with your crew
Change doesn’t happen by accident—it’s built. Let’s get organising!