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Genocide Intervention Network

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Rootwork managed the Genocide Intervention Network’s online presence from its founding, continually refining the approach to further the organization’s mission, to empower members with the tools to prevent and stop genocide. Despite its small size, GI-Net quickly built a strong membership base through its highly-visible and innovative uses of online campaigns.

In one of its first efforts, GI-Net utilized supporters on Facebook to help put pressure on a member of Congress to pass a Darfur bill through committee — by having students on Facebook use publicly-available financial information to contact that senator’s largest donors and asking them to advocate for the bill’s passage.

Through the years, GI-Net continually used its online campaigns and social networking strategy in ways that supported its real-world campaigns. Time to Protect, a DrupalDrupal is an open-source content management system (CMS) used for many complex nonprofit sites. Other examples of CMSes include WordPress, Joomla! and Plone. site, supported a national student “DarfurFast” by connecting activists to their communities through an events map and social networking groups. Structured around coordinated days of on-campus action, the campaign site and outreach on platforms including MySpace and Facebook raised more than $500,000 over three years.

Rootwork also focused on building effective tools for the organization, including the legislative scorecard site DarfurScores.org, an “Areas of Concern” section on the primary site, and a weekly Genocide Monitor newsletter — all built in Drupal.

In 2008, Rootwork completed the campaign site AskTheCandidates.org, built from the ground-up in Drupal. The website supported several “user-generated content” tools, including video contests for the presidential primary debates and “bird-dogging” reports from candidate events.

Rootwork helped GI-Net pursue social change outreach through a half-dozen different networks — Facebook, MySpace, LiveJournalLiveJournal is a social network built around blogging. Users can “friend” one another and restrict some or all blog entries to their friends. Users can also join blogging communities built around particular topics., BlackPlanet, Eons and WiserEarth — as well as using social media from FlickrFlickr is a social media site for photographs and digital images. Like a social network, it allows users to “friend” one another, join groups, and see a recent-updates feed of their own and their friends’ images. Flickr is owned by Yahoo!. and YouTubeYouTube is a social network built around video content: posting, sharing, rating and commenting. in ways that drew members in to the political process.

NetSquared 2008 Featured ProjectRootwork-created proposals for the Genocide Intervention Network were also nominated for awards at the 2007 and 2008 NetSquared Conferences in Santa Clara, California.

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