Read the below from The National Coalition to Abolish the Death Penalty (NCADP) to learn how the organization is actively utilizing new media to continue to grow it’s network of supporters and spread it’s message.
The National Coalition to Abolish the Death Penalty (NCADP) is actively incorporating new media and online strategies into our network-building efforts, strengthening the base of grassroots abolitionists we serve and creating a more robust network of anti-death penalty voices across all 50 states.
A key example of this can be seen in our recent use of these tools to help New Mexico abolish the death penalty and then spread word of our victory to grow our resource base for future battles. In the weeks leading up to the repeal of the death penalty in New Mexico in March, NCADP staff used our email blast service to mobilize our network of more than 23,000 contacts, encouraging them to contact Governor Richardson and other elected officials to pass and sign the repeal bill. This message was reiterated through NCADP’s Facebook Cause page, which itself grew from just a handful of members to more than 2,000 since the beginning of 2009. Our email blasts consistently encouraged readers to sign up for Facebook and Twitter updates, to help in New Mexico and to prepare for other planned campaigns in 2009.
One of the most exciting elements of our effort came during the debate in the New Mexico Senate on the repeal bill. NCADP’s Director of Affiliate Affairs sat in the Senate balcony, reporting via Twitter to NCADP’s network of followers the minute-by-minute proceedings on what proved to be a close vote. In turn, updates were shared via our Facebook cause, with highlights posted to our blog. After the success of the repeal bill in the legislature, NCADP used ongoing blast emails, blog postings, Facebook notifications and Twitter updates to encourage supporters to contact the Governor, asking him to sign the bill. As he had expressed reservations about repeal until this time, it was not clear that we would be successful.
Ultimately, by leveraging our affiliate listservs, email databases and other online networks, we were able to amplify thousands of pro-repeal voices, which helped Governor Richardson see the wisdom of abolition. On March 18, 2009, New Mexico became only the second state to repeal the death penalty in the past four decades!
NCADP has continued to use our online tools to share the wonderful news of New Mexico’s repeal of the death penalty and grow our online base. In April, the Executive Director of our New Mexico affiliate traveled with Governor Richardson to Rome to witness the lighting of the Coliseum in honor of New Mexico’s action to end the death penalty. They shared an audience with the Pope, who graciously thanked them for their work on behalf of human rights. Working with the Executive Director, we were able to post pictures and updates from her trip in near real-time via our website and blog, and encourage more views through Facebook, Twitter, and our email blasts. In addition, we encouraged readers to thank the Governor, and to contribute to our work in many other states. This effort was an incredible opportunity not only to get NCADP’s followers involved in making a substantial change in one state’s policy, it demonstrated the power of the online world to transform the thinking of policymakers. We will apply lessons we have learned from New Mexico in other states, so we may achieve abolition throughout the nation.
