{"id":175521238,"date":"2024-02-13T11:28:17","date_gmt":"2024-02-13T11:28:17","guid":{"rendered":"https:\/\/350.org\/es\/?p=175521238"},"modified":"2025-03-26T11:30:30","modified_gmt":"2025-03-26T11:30:30","slug":"construccion-del-poder-en-manos-de-las-personas-con-herramientas-digitales","status":"publish","type":"post","link":"https:\/\/350.org\/es\/construccion-del-poder-en-manos-de-las-personas-con-herramientas-digitales\/","title":{"rendered":"Construcci\u00f3n del poder en manos de las personas con herramientas digitales"},"content":{"rendered":"<p>Social movements are powered by people. This workshop explores how groups build people-power, and what digital tools might support that work.<\/p>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_feg57lx9scrd\"><\/a>Outcomes of this training<\/h1>\n<ul class=\"wp-block-list\">\n<li>Understand the concept of \u201cEngagement Layers\u201d<\/li>\n<li>Assess your group\u2019s strengths and weaknesses<\/li>\n<li>Set targets for growing your group\u2019s people-power<\/li>\n<li>Start planning what digital tools you will use to build your people power!<\/li>\n<\/ul>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_tgizyoaljdns\"><\/a>Preparation<\/h1>\n<ul class=\"wp-block-list\">\n<li>Prepare your materials \u2013 figure out how you\u2019ll display the \u2018Engagement Layers\u2019 diagram, and a large \u2018group growth goals\u2019 table to fill in collectively. Ensure that each person will have paper and pens for individual work, and print copies of any pages of this guide you would like to have on paper.<\/li>\n<li>You might share the \u2018Key Concepts\u2019 (pages 4-6) for participants to read in advance of the workshop. If not, make sure you are familiar enough with the concepts to present them to your group \u2013 practice!<\/li>\n<li>If you are unsure, talk to your 350.org contact person or coach.<\/li>\n<\/ul>\n<p><em>After your workshop, you can email\u00a0<\/em><a href=\"mailto:help@350.org\"><em>help@350.org<\/em><\/a><em>\u00a0with feedback from your group \u2013 what worked well? How can we improve this guide?<\/em><\/p>\n<h1 class=\"wp-block-heading\">Suggested Workshop Outline<\/h1>\n<figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th><strong>~90 mins<\/strong><\/th>\n<th><strong>Activity<\/strong><\/th>\n<\/tr>\n<tr>\n<th>10 min<\/th>\n<th><strong>Introductions<\/strong><\/p>\n<ul>\n<li>By now your group should have some ways it likes to start opening its events \u2013 open with your group\u2019s chosen ritual.<\/li>\n<li>Review the purpose for the workshop<\/li>\n<li>Go-around introduction question: \u201cWhat digital tools do you find most useful in your daily life, and why?\u201d<\/li>\n<\/ul>\n<\/th>\n<\/tr>\n<tr>\n<th>15 min<\/th>\n<th><strong>Layers of Engagement Concept<\/strong><\/p>\n<p><strong>5 min \u2013\u00a0<\/strong>Introduce the concept of the Engagement Layers (see Concept note and example on page 4).<\/p>\n<p><strong>Reflection on Power \u2013\u00a0<\/strong><em>\u201cReflecting on the Engagement Layers, where do we think a group\u2019s power comes from? If some of us went to meet with a politician or decision maker, what would make them listen, and take our demands seriously?\u201d<\/em><\/p>\n<ul>\n<li><em>Is it enough to have just a group of leaders and organizers, without followers? Why?<\/em><\/li>\n<li><em>Is it enough to have just a large following on a Facebook page or email list? Why?<\/em><\/li>\n<\/ul>\n<\/th>\n<\/tr>\n<tr>\n<th>15 min<\/th>\n<th><strong>Exercise #1 \u2013 Where are we now?<\/strong><\/p>\n<p>As a group, estimate the size of each Engagement Layer in your group right now. Record in the \u201cGrowth Goals\u201d table. Don\u2019t worry about being perfect \u2013 quick estimates are useful.<\/p>\n<ul>\n<li>Share \u2018<strong>noticings<\/strong>\u2019:\u00a0<em>\u201cIs there anything you noticed while we were filling in the layers, that you\u2019d like to share?\u201d<\/em><\/li>\n<li>Identify\u00a0<strong>strengths<\/strong>\u00a0y\u00a0<strong>weaknesses<\/strong>\u00a0<em>\u2013<\/em>\u00a0<em>\u201cwhat would you identify as our strengths, and areas for development?\u201d<\/em><\/li>\n<\/ul>\n<\/th>\n<\/tr>\n<tr>\n<th>20 min<\/th>\n<th><strong>Exercise #2 \u2013 What are the growth goals for your group\u2019s people power!<\/strong><\/p>\n<p><strong>Set \u2018Long-term, mature group\u2019 targets.\u00a0<\/strong>Invite everyone to spend a few minutes individually, writing down what they feel the long-term targets in each layer need to be<em>,\u00a0<\/em>to have real influence in the community, to reach the goals of making your chosen target (our city, town or institution).<\/p>\n<p>Share answers and discuss, to choose growth targets that most people can agree are a \u2018good guess\u2019 given your current knowledge. Record and display these on a large version of the growth goals table, for the whole group to see.<\/p>\n<p><strong>Set interim growth goals:\u00a0<\/strong>For each layer, set reasonable goals for 90 days from now, and 1 year from now. Think about activities your group might be able to do in the next 3 months to growing your people-power. Keep the table in your group records, and plan to review it in 3 months, to check your progress.<\/th>\n<\/tr>\n<tr>\n<th>20 min<\/th>\n<th><strong>#3 \u2013 Which Digital Tools are right for us?<\/strong><\/p>\n<p>(See details on page 7)<\/p>\n<ol>\n<li>Assess current digital tools<\/li>\n<li>Review the ActionNetwork features list<\/li>\n<li>Can we already decide what tools we want to use?<\/li>\n<\/ol>\n<\/th>\n<\/tr>\n<tr>\n<th>10 min<\/th>\n<th><strong>Conclusion<\/strong><\/p>\n<ul>\n<li>What is one key learning, something you are \u2018taking away\u2019?<\/li>\n<li>Feedback for the organizer: what was good about this training, what would you change for next time?<\/li>\n<li>What are the next steps?<\/li>\n<\/ul>\n<p>When the work is done, finish with your group\u2019s closing ritual!<\/th>\n<\/tr>\n<\/thead>\n<\/table>\n<\/figure>\n<p><strong><em>Facilitator note:\u00a0<\/em><\/strong><em>Observe the feeling of your group after setting \u2018growth goals\u2019 \u2013 are people overwhelmed or feeling confident? Does your group\u2019s resources match your ambition? If there is a good feeling, continue on. If there is unease, it\u2019s better to stop and change the workshop plan, to address the concerns.<\/em><\/p>\n<p><em>E.G. if this is your first campaign, and your group has only 3 people active so far, it might feel overwhelming to try to get a city of 10 million people to make a \u201cFossil Free\u201d declaration! This is a good time to adjust your target. You could choose to focus on a smaller area of the city at first, or a local school, church or business. It is better to start with small, achievable goals, so you can get a \u2018small win\u2019 quickly, building momentum and practicing your campaigning skills on a more reasonable scale.<\/em><\/p>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_nm7lipepult\"><\/a>Concept \u2013 Engagement Layers<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-237\" src=\"https:\/\/ourownpower.wpenginepowered.com\/wp-content\/uploads\/2023\/12\/word-image-199-1.png\" sizes=\"auto, (max-width: 498px) 100vw, 498px\" srcset=\"https:\/\/ourownpower.wpenginepowered.com\/wp-content\/uploads\/2023\/12\/word-image-199-1.png 498w, https:\/\/ourownpower.wpenginepowered.com\/wp-content\/uploads\/2023\/12\/word-image-199-1-300x266.png 300w, https:\/\/ourownpower.wpenginepowered.com\/wp-content\/uploads\/2023\/12\/word-image-199-1-14x12.png 14w\" width=\"498\" height=\"442\" \/><\/h1>\n<p>The \u2018Engagement Layers\u2019 is a model to think about the structure and power of a group. It is sometimes called a \u2018ladder\u2019 or a \u2018pyramid\u2019 of engagement. It can help you to:<\/p>\n<ul class=\"wp-block-list\">\n<li>Identify what \u2018layers\u2019 your group is strongest in, and where you need to focus on development.<\/li>\n<li>Set goals and make plans for growth<\/li>\n<li>Invite people to move closer to the core, developing their leadership.<\/li>\n<\/ul>\n<p>A healthy organization will have participation at all levels.<\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-199-_deu84gwuc73c\"><\/a>The six layers, described:<\/h2>\n<p><strong>OBSERVERS are aware of your organization.<br \/>\n<\/strong>e.g. % of community who know your group exists (via social media impressions, traditional media reach, or in-person encounters).<\/p>\n<p>Observers need ways to hear about our work \u2013 in person (at their doors or in the community) and in traditional or social media \u2013 and opportunities to give us their contact details so they can get updates (to become \u2018followers\u2019)<\/p>\n<p><strong>FOLLOWERS have signed up for communication<br \/>\n<\/strong>e.g. agreed to receive newsletters, follow you on social media. They have given you their phone number, email address, address, or other contact details.<\/p>\n<p>Followers need regular updates about what the campaign is doing, and regular invitations to act: sign petitions, share content with their friends, come to events, volunteer for specific tasks, complete a survey, or donate (to become \u2018endorsers\u2019)<\/p>\n<p><strong>ENDORSERS join \u2018easy\u2019 requests &amp; support your work<br \/>\n<\/strong>e.g. sign online petitions, donate sometimes, \u2018like\u2019 and \u2018share\u2019 your posts on social media.<\/p>\n<p>Endorsers need appreciation, recognition for taking action, and invitations and encouragement to stay involved regularly. (to become \u2018contributors\u2019)<\/p>\n<p><strong>CONTRIBUTORS regularly show up<\/strong><br \/>\ne.g. attend events when invited, contribute time and\/or money regularly.<\/p>\n<p>Contributors need a place to communicate with each other, to share ideas and build community. If you need more \u2018organizers\u2019 or \u2018leaders\u2019 you might recruit them from this group.<\/p>\n<p><strong>OWNERS\/ORGANIZERS share the work of the group<\/strong><br \/>\ne.g. organize &amp; recruit for events, send member newsletters, keep meeting notes, track finances, manage social media<\/p>\n<p>Owners need a database of followers and their contact details, to make it easy to contact supporters. They need regular meetings to connect with each other, to make and share plans. In between meetings, they need an easy way to communicate with each other, and to share planning documents. Owners may also need a physical space to store equipment!<\/p>\n<p><strong>LEADERS focus on supporting others<br \/>\n<\/strong>e.g. Facilitate &amp; coordinate the team, organize trainings, coach others.<\/p>\n<p>Leaders need an easy way to communicate with other leaders and organizers. to organize team meetings. They can also benefit from relationships with campaign group leaders at other organizations, or in other local groups, to support them in developing their leadership skills through training, coaching and advice.<\/p>\n<p><em>If your group has extra time, discuss how \u2018Engagement Layers\u2019 relate to the \u2018Spectrum of Allies\u2019 from the\u00a0<\/em><a class=\"wpel-icon-right\" href=\"https:\/\/docs.google.com\/document\/d\/18FMjL7wsHbW9LNqkZrnkOUXoggh2Ufy7SgdO1h6tsww\/edit#\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">\u2019Build your Strategy\u2019 workshop<\/a><em>. \u2018<\/em><strong><em>Observers<\/em><\/strong><em>\u2019 might be Opponents, Neutral, or Passive Allies \u2013 but you won\u2019t know until you\u2019ve spoken to them. \u2018<\/em><strong><em>Followers<\/em><\/strong><em>\u2019 are \u2018Passive Allies\u2019 \u2013 it\u2019s your role to turn them into \u2018Active allies\u2019 by inviting them to act with you!<\/em><\/p>\n<h2 class=\"wp-block-heading\"><a id=\"post-199-_o52q3goqt4vx\"><\/a>An example!<\/h2>\n<p>The following is an example from a campaign group that began work 1 year ago, and built their membership consistently throughout that year, starting from a core group of just 7 people. During that year, there was a local election, during which the group was particularly active gathering contacts to support their cause. The numbers for your group might look very different, and that\u2019s OK!<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>OBSERVERS \u2013 about 15,000, or 1 in 10 people in the community<\/strong>. In the local population of 150,000 people, about 10% are aware of the group.<\/li>\n<li><strong>FOLLOWERS \u2013 about 3000.\u00a0<\/strong>Made up of 2700 email subscribers, 1179 who follow the group on social media, and 600 people who have given their phone numbers. 3000 is a good guess at the total number of individuals.<\/li>\n<li><strong>ENDORSERS \u2013 about 400.\u00a0<\/strong>The last time the group ran a petition, about 400 people signed. Another petition earlier in the year had 700 supporters. And when people were invited to fill out a survey asking how they would like to be involved, about 260 people responded. 400 is a good guess in the middle of these \u2018easy\u2019 actions. It\u2019s OK to not be so precise.<\/li>\n<li><strong>CONTRIBUTORS \u2013 72.\u00a0<\/strong>The campaign group has a private Facebook group that people are added to if they have been consistently \u2018showing up\u2019 as volunteers. It currently has 72 members.<\/li>\n<li><strong>OWNERS \u2013 13.\u00a0<\/strong>This group meets every month. In the lead-up to the election, they met more frequently \u2013 every 2 weeks, and then every week as the vote got closer.<\/li>\n<li><strong>LEADERS \u2013 4.\u00a0<\/strong>These people organize the meetings every month, and work to keep the team relationships together and on track.<\/li>\n<\/ul>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_qvq7x14f6mmg\"><\/a>Setting Group Growth Goals<\/h1>\n<p><em>First fill out \u2018Where we are now\u2019 column, then \u2018Long term goals\u2019, then the two in the middle.<\/em><\/p>\n<figure class=\"wp-block-table\">\n<table>\n<thead>\n<tr>\n<th><\/th>\n<th>Where we<br \/>\nare now<\/th>\n<th>90 day target<\/th>\n<th>1 year target<\/th>\n<th>Long-term, mature group<\/th>\n<\/tr>\n<tr>\n<th><strong>Observing<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<tr>\n<th><strong>Following<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<tr>\n<th><strong>Endorsing<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<tr>\n<th><strong>Contributing<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<tr>\n<th><strong>Owning<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<tr>\n<th><strong>Leading<\/strong><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<th><\/th>\n<\/tr>\n<\/thead>\n<\/table>\n<\/figure>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_2vhzfybbwn01\"><\/a>Which Digital Tools are right for us?<\/h1>\n<p><strong>Introduction:\u00a0<\/strong><em>\u201cSo far we\u2019ve seen that our power comes from the people who we can organise to take action, and we\u2019ve set some goals for growing our people-power. Now it\u2019s time to think about what tools \u2013 both digital and face-to-face \u2013 we use to do this. Digital tools are a way to help us organize and mobilise more people, efficiently. Technology complements and supports our face-to-face community organising techniques \u2013 it does not replace them. We are a human community, linked by technology.\u201d<\/em><\/p>\n<ol class=\"wp-block-list\">\n<li><strong>If your team is already using a set of digital tools<\/strong>, (like a social media group or page, a website, an email list, a spreadsheet of contacts) make a list of them. Discuss which engagement layers these tools serve, and how satisfied your group is with the current setup.<\/li>\n<li><strong>Identify gaps.\u00a0<\/strong>Which engagement layers are your digital tools not currently serving? What tools are you aware of that could help to fill those gaps in support?<\/li>\n<li><strong>Identify Next steps<\/strong>\n<ul class=\"wp-block-list\">\n<li>If your group can\u2019t make a clear decision about which tools to use yet, figure out one or two people who can do more research (which may include talking to your 350.org contacts) and make a recommendation to your group about which tools to use. Set a target date by which you\u2019ll make the decision.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<p><strong>If there is time left in your session, discuss:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><strong>What activities does your group have planned in the next 30-60 days,<\/strong>\u00a0and how can we use those \u2013 or create new activities \u2013 to grow the layers of engagement?<\/li>\n<\/ul>\n<h1 class=\"wp-block-heading\"><a id=\"post-199-_4w05mno4qujy\"><\/a>Links to more resources<\/h1>\n<p><strong>People power:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>It\u2019s helpful to find ways to think of next steps to involve people: a similar model we sometimes use is the\u00a0<a class=\"wpel-icon-right\" href=\"https:\/\/trainings.350.org\/resource\/increase-your-volunteers-involvement\/\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Ladder of Engagement<\/a>.<\/li>\n<li>To recruit and bring people closer into our circle, we often need to have effective meetings with them: learn more on\u00a0<a class=\"wpel-icon-right\" href=\"https:\/\/es.trainings.350.org\/?resource=how-to-build-a-base-using-one-on-ones\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">How to build a base using One-on-Ones<\/a><\/li>\n<li>Or, if you have people in your group but you\u2019re having trouble delegating those tasks to others, here are some tips:\u00a0<a class=\"wpel-icon-right\" href=\"https:\/\/es.trainings.350.org\/?resource=how-to-get-others-involved\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">C\u00f3mo hacer que otras personas se involucren<\/a><\/li>\n<\/ul>\n<p><strong>Digital engagement tools:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li><a class=\"wpel-icon-right\" href=\"https:\/\/docs.google.com\/document\/d\/1qS7UvmcHk3jQQ_b2be3OWqXuvxETDPo5zYufDfveGBg\/edit#\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Action Network Guide!<\/a>\u00a0If your group decides to use Action Network, your team\u2019s \u2018digital tools lead\u2019 should reach out to the 350.org team to ask to get an Action Network account set up. Once that\u2019s done, read this guide to get started with Action Network!<\/li>\n<li>Case Study:\u00a0<a class=\"wpel-icon-right\" href=\"https:\/\/trainings.350.org\/labs\/getting-people-to-your-actions\/\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Getting people to your actions\u00a0<\/a>(en ingl\u00e9s)<\/li>\n<li><a class=\"wpel-icon-right\" href=\"https:\/\/docs.google.com\/document\/d\/1Ac1Bx-tYMbClc9rNDmzZjKfktGINx86sltKJV8x0XRU\/edit\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Guide to writing email blasts<\/a>\u00a0(en ingl\u00e9s)<\/li>\n<li><a class=\"wpel-icon-right\" href=\"https:\/\/docs.google.com\/document\/d\/1cpEKbtn6tXGVm3QwUTuQ6_RXclpOI6VhIewN2OMH9rA\/edit\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Guide to creating online petition and letter campaigns<\/a>\u00a0(en ingl\u00e9s)<\/li>\n<li><a class=\"wpel-icon-right\" href=\"https:\/\/drive.google.com\/drive\/folders\/0B7JZF1m--PWhRzNVa2p3UEJrSnc\" rel=\"external noopener noreferrer\" data-wpel-link=\"external\">Digital Trainings from the 2013 Global Power Shift conference<\/a>\u00a0\u2013 from writing good emails, to social media, to storytelling! (English-only)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Social movements are powered by people. This workshop explores how groups build people-power, and what digital tools might support that<span class=\"text-cutoff\">&#8230;<\/span><\/p>\n","protected":false},"author":10012254,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[477],"tags":[],"class_list":["post-175521238","post","type-post","status-publish","format-standard","hentry","category-solutions"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Construcci\u00f3n del poder en manos de las personas con herramientas digitales - 350 Espa\u00f1ol<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/350.org\/es\/construccion-del-poder-en-manos-de-las-personas-con-herramientas-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Construcci\u00f3n del poder en manos de las personas con herramientas digitales\" \/>\n<meta property=\"og:description\" content=\"Social movements are powered by people. 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