# Introduction ## Pro-Animal Future is a collective of voters, volunteers, and small donors **building a political movement to end factory farming**. We use grassroots campaigns to turn public support for animals into law. If you're looking for more information about Pro-Animal Future or our campaigns, see the video below, visit our [website](https://proanimal.org/), or get involved using our [volunteer portal](https://stampede.proanimal.org/?_gl=1*xmdwqq*_gcl_au*MTE5ODQ4NTI0My4xNzI2ODU3MjQ4*_ga*NTMyNTE0NTc3LjE3MDkxNDc0MjE.*_ga_3NHYDT1HNQ*MTczNDM5NTMyNS40ODkuMS4xNzM0Mzk3Mjg0LjAuMC4w). ## About This Handbook This handbook is primarily for the use of members of Pro-Animal Future. However, it is made publicly available in the interest of transparency, and in case others may find it useful. # How We Show Up The principles we agree to abide by in the course of our participation in Pro-Animal Future. ### 1. Power Politics We win for animals by building real power and being willing to exercise it. Real power is us: voters, volunteers, and small donors acting as a unified bloc. ### 2. Courtesy Breeds Compassion We strive to cultivate understanding and love for all beings, even our adversaries. But until we get there, we commit to treating ourselves, each other, the public, and our adversaries with utmost courtesy. ### 3. Driven by Research We know that evidence comes in many forms and from unexpected places. We base our approach on the best of it and constantly look for ways to improve. ### 4. Power Through Stories The research tells us that facts and righteousness don’t win hearts and minds. We create change through our ability to connect with others. We invite the world to emotionally engage with our cause through storytelling and honest personal disclosure. ### 5. [Do-Ocracy](https://communitywiki.org/wiki/DoOcracy) Everyone is crew, and all crew members have the authority to appoint themselves Chief Problem Solver of whatever problem they see most urgently being neglected. Decisions are made by the people doing the work; staff positions exist to create and sustain this environment. We don't allow the collective to micromanage the doers, who can act freely within the limits of certain finite resources regardless of whether or not they are staff. ### 6. Frugal We fund us, and we all deserve to know that our money is used with care. We use creativity to stay frugal so that we can build an independent movement powered by small donations. ### 7. Power Positive We bring power to the surface and celebrate leadership in all forms, believing that power held wisely—and transparently—by one is power for all. When the power we hold results in harm, we do our best to act with accountability. ### 8. Right to be Raggedy We dare to work towards a brighter future despite overwhelming odds. We do our best work and celebrate failure as a necessary step on the way, holding ourselves and each other with love and understanding when things blow up in our faces. {% content-ref url="/pages/-MWV-ZJ\_4\_Ae2T8fID7a" %} [How We Do Leadership](/overview/how-we-show-up/how-we-do-leadership) {% endcontent-ref %} {% content-ref url="/pages/-MWV-nfJBzMIsRV6YyRV" %} [How We Do Power](/overview/how-we-show-up/how-we-do-power) {% endcontent-ref %} {% content-ref url="/pages/-MWV-pcnOd9DUeL9hfis" %} [How We Do Culture](/overview/how-we-show-up/how-we-do-culture) {% endcontent-ref %}
# How We Do Leadership #### **What is leadership?** From the smallest team to the largest organization, there are three crucial roles which comprise leadership: 1. Communicate an inspiring vision: It is the leader’s job to define the purpose of the group in a way that inspires and motivates everyone, and sets boundaries that focus the group’s attention. 2. Model the culture: Leaders must deeply embody the values of the group so they can model behavior that aligns with those values. 3. Create more leaders: A leader should always be focused on developing more leaders by elevating people into positions they aren’t quite ready for, then providing the support they need to succeed. When filling a leadership role in any group, keep these Principles of Leadership in mind: ### Replicate, Don’t Dominate Success is measured by how many new leaders you create. A great leader shares the most glamorous and most menial tasks, and knows when to support and when to get out of the way. ### Care Genuinely Leadership means taking a personal interest in each of the people you are leading and what they have to offer. It must be genuine; it can’t be a performance. ### Listen First Listening isn’t done until the speaker feels heard. Pausing to listen is a stitch in time that nurtures relationships for the long term. ### Surrender the Small Stuff A skilled leader is quick to let go of the details and focus on what is most important. Let people make mistakes to learn from; never micromanage. ### Give Away the Passwords Literally. (And figuratively.) Have faith in the people you’re leading and default to disclosure. ### Lead Anonymously Leaders motivated by admiration fail to empower others. Leave a legacy without getting caught.
# How We Do Power {% hint style="info" %} #### **Power is *****the ability to mobilize resources to attend to needs.*** {% endhint %} Movements need power to create positive change. Members of organizations, from the leadership team to the newest volunteer, need power within the organization to make a contribution. However, handling power without care creates tremendous potential for abuse. We recognize two paradigms of holding power: * *Power-with* uses power collaboratively to attend to the needs of everyone involved by changing structures and systems. Power with is a renewable resource. * *Power-over*, on the other hand, uses power in a dominating fashion to prioritize the needs of the power holder and their allies over those with less power. Moving collectively towards the first paradigm, and away from the second, requires effort from everyone. It is everyone’s responsibility to insist that power be held collaboratively by those with more of it, but we must be patient and compassionate with each other as we learn new ways of collaborating. We must also be vigilant for a stealthy form of power-over called *power-under*. Power-under, also called *leadership attack*, is a particular challenge facing left movements due to the left’s ambivalence about power and high sensitivity to social power (power from things like racial and gender privilege). In a power-under dynamic, leaders or individuals perceived to have power are singled out for harsh scrutiny, with the attacker leveraging a victimhood narrative to isolate their target. Leadership attack is usually carried out by traumatized individuals without ill intent, but it is a crucial threat for organizations which must not be tolerated. The best defense against power-under is a strong, self-conscious culture of power-with. Below are the guiding principles we use to create that culture in Pro-Animal Future. ### Holistic View of Power In any situation, we consider the social dimension of power as well as its structural, material, spiritual, and other dimensions. {% hint style="info" %} *Social power* is bestowed by social signifiers such as race and gender. *Structural power* comes from someone's position in powerful institutions, such as the ruler of a country or a CEO. *Material power* references access to resources such as money. *Spiritual power* is strength someone can access through purely internal resources. {% endhint %} ### Power is Taken, Not Given Earned power comes from taking responsibility for a part of the group’s purpose. This kind of power is a renewable resource, where more power for one is power for all. ### Bandage the Blisters We encourage naming small tensions, and fast. It is everyone’s responsibility to bring to light tensions large and small, so that our processes can be improved with all the information available to the group. ### Defend Deviation As Dumbledore said, “It takes a great deal of bravery to stand up to our enemies, but just as much to stand up to our friends.” When someone questions the group consensus, celebrate them and make sure their deviant perspective is considered fully. ### Take a Pause We actively create norms and situations to make power accessible to those with less of it. The ability for anyone to ring a bell and call a pause makes it much easier for anyone to affect the group process, and ensures that tensions sensed by anyone are heard by the group. # How We Do Culture ### Life and Death We understand our work to be of grave importance. We ask ourselves and each other to live up to a quality of work and conduct that reflects that. ### Ritual Rich We design our culture on purpose. We create rituals to vary the flow of our lives, to protect different kinds of engagement, and to mark important transitions. ### Take Your Vacation Time We know that taking care of ourselves will determine how well we show up. We encourage each other to sleep, eat well, exercise, and literally take vacation time. ### Warm, Not Cool We are not too cool for school. We make an effort to be earnest and inclusive while holding each other to high standards. ### Respect the Clock We show up punctually and prepared, and start right on time to honor everyone’s time. We communicate as soon we know any commitment won’t be kept. Upholding small agreements helps us uphold larger ones. ### Relational Space We protect time *for* fun, not *from* fun. ### Pro Conflict Conflict is a rich opportunity for growth and change, and a vital skill for everyone to master. ### Explicit Expectations You have no right to your assumptions. When you discover that expectations are misaligned, renegotiate and move on. ### Ensemble, Not Soloists We function as a team first and as individuals second. We are at our best when moving as a single organism. ### Brave Curiosity Don’t get attached to your ideas. Responsibility for ensuring an open and graceful flow of feedback lives on both giver and receiver. Be gentle and compassionate when critiquing the ideas or actions of others; be open and forgiving while receiving feedback.
# PAF-Wide Policies Major organization-wide policies can be found beneath this header. These policies are created and amended through the governance process of the Mission Circle (aka Board of Directors). # How Decisions Are Made in PAF Pro-Animal Future uses a governance system that gives everyone clear responsibilities and the authority to make decisions within their area. Here's a concise summary. ### Core Principles **Clear Ownership**: Every task and decision has a specific person responsible for it. If something needs to be done, we know exactly who owns it. This prevents important work from falling through the cracks. **Authority Matches Responsibility**: If you're responsible for achieving something, you have the power to make the decisions needed to achieve it. We don't hold people accountable for outcomes they can't control. **Roles, Not People**: We organize around roles (like "Social Media Coordinator" or "Event Organizer") that consist of a bundle of *accountabilities.* You might fill multiple roles, and multiple people can fill one role. ### How PAF Is Organized Think of PAF as a set of roles nested inside larger roles called "circles." * **Roles** have specific purposes and responsibilities * **Circles** are larger roles that contain smaller roles * **Circle Leads** are responsible for the overall purpose of their circle and supporting the people in roles within it For example, the Communications Circle might contain roles like Social Media Coordinator, Newsletter Writer, and Graphic Designer. ### Self-Management: You Decide How Here's what makes this different from traditional organizations: while your circle defines *what* you're responsible for, you decide *how* to do it. Through a shared governance process, your circle can change your role's responsibilities based on the organization's needs, but they can't micromanage how you accomplish those responsibilities. Your circle lead is there to support you and remove obstacles, not tell you exactly how to do your work. ### The Advice Process: Getting Input on Decisions While each role makes its own decisions, you're expected to seek advice from others when making important decisions. Here's how it works: #### When You're Making a Decision: 1. **Consider the impact**: How important is this decision to PAF? 2. **Seek relevant advice**: Talk to people who might have useful information or who will be affected by your decision 3. **Decide how much time to spend**: Minor decisions need less consultation than major ones 4. **Make the final call**: After gathering advice, the decision is yours to make #### Ways to Seek Advice: * Ask specific people directly * Post a question in Slack (pro tip: use emoji reactions to create a poll) * Bring it up in a meeting * Create a simple poll or feedback form with Google Forms #### When Someone Asks You for Advice: * Remember that they're responsible for the final decision, not you * Answer their questions and share relevant information * Trust that they'll weigh all the factors from their perspective * Don't take it personally if they choose differently than you suggested ### Questions? The key thing to remember is that this system is designed to give you autonomy while ensuring important work gets done. You have the authority to make decisions in your area – just make sure to get input from others when it matters. If you're unsure about your role's boundaries or need support, your Circle Lead is there to help clarify and provide resources. # Code of Conduct & Harassment Policy Applying to all activists, organizers, and employees of Pro-Animal Future. At Pro-Animal Future, we welcome anyone who wants to join us, even if they have opposing views or work in industries that may conflict with our mission. This includes agents of industry or government who may not share our values but wish to participate for any reason. While we do not require a personal practice of veganism for participation, we do require that all members, including infiltrators, adhere to our code of conduct. Our goal is to create a welcoming and respectful community that strives to create a better future for animals and humans alike. ## Expected and Unacceptable Behaviors It is expected that everyone treats all members of the community and the greater public with respect. These expectations apply to members, associates, and guests while at PAF events, when representing PAF to the public, in PAF communication channels, or while interacting with people you meet through any of the above. * We do not discriminate or harass anyone on the basis of race, color, or ethnicity; nationality, immigration status, citizenship, or ancestry; age; species; religion or spiritual belief; sex; sexual orientation; gender, gender identity, or gender expression; marital status; pregnancy or parental status; physical or mental ability, medical conditions, or disability status; education; or financial means, socioeconomic status, or class. * We acknowledge that there are various methods used for killing animals for human consumption, including conventional methods as well as religious methods such as halal and kosher. We believe that all forms of killing animals for food are equally objectionable and are not part of a compassionate future. It is not acceptable to single out any particular religious method for criticism or condemnation. * We do not condone harassment, which can range from extreme forms such as physical violence or threats of violence to less obvious actions like ridiculing, teasing, or repeatedly bothering community members, spreading rumors, intentionally excluding someone from otherwise open community activities, or making them feel unwelcome. * We do not use or condone speciesist, sexist, racist, homophobic, transphobic, ableist, ageist, or otherwise discriminatory language, including ridiculing or demeaning comments, even if intended to be humorous. * We honor pronouns and gender identities. When we make a mistake with someone’s pronouns, we correct it and move on. * We do not use objectifying language toward nonhuman animals, e.g. "it," "meat," "beef.” * We do not engage in or condone violence, threats of violence, or violent language directed against another person. * We do not gossip about other members. {% hint style="info" %} Gossip is discussing the faults of others without a constructive intention. Venting to someone about a conflict in order to process your emotions, or seeking advice from a third party, do not constitute gossip if your intention is to improve your relationship with the person in question. Gossip occurs when your intention is to put others down, or to bond with someone at the expense of someone else. {% endhint %} * We extend our respect and good faith to people outside our community, such as during petitioning or in public parks during community events. ### Respond to conflict and disagreement constructively. * We approach disagreements and different opinions with curiosity. We default to giving others the benefit of the doubt, especially when communicating online. * When we perceive potential conflict, we engage in calm conversations, with the goal of understanding other points of view. We take escalating online disagreements offline to a phone or in-person conversation, or respectfully agree to disengage on the topic. * We embody the ideals of nonviolence and nonviolent direct action by directing our anger at systems, not the individuals who are caught up in those systems. * When we feel someone is not acting in accordance with our values we speak directly with that person one-on-one, trying to understand their true meaning and intentions, and sharing our concern. * We are open to feedback when others express concern or hurt over our words or behavior. We listen before we respond, acknowledge when we are mistaken, and take steps to do better. * If a conflict escalates beyond our ability to engage in it constructively, we may seek the assistance of multipartial third parties to help the original parties reach a constructive resolution. * We acknowledge that there will be disagreements and different perspectives in the community and we aim to focus on the values that unite us. However, disagreements or debates affecting a large enough section of the community may necessitate the involvement of PAF’s Mission Circle or an authorized representative, potentially resulting in corrective action. * We do not expect leadership to solve our personal disputes or problems. ### Understand and uphold the principles of enthusiastic consent. {% hint style="info" %} Enthusiastic consent is achieved when someone has demonstrated clear verbal or physical communication that they are excited to take part in an activity. The activity may be sexual or it may something else, but either way, enthusiastic consent must be freely given (without coercion, pressure or being under the influence), reversible, informed, and specific to the situation in question. {% endhint %} * We ask for and wait to be given consent before initiating any physical contact, including non-sexual contact such as hugs. * We do not give anyone unwelcome sexual attention. This includes sexualized comments, jokes, or innuendos, inappropriate touching or groping, unwelcome sexual advances, leering, invasion of personal space, blocking normal movement, and any other behavior that makes another community member sexually uncomfortable. * We do not record or photograph others outside the scope of public events and actions, such as protests and meetups, unless given explicit permission. * We do not display or share offensive images, such as videos, photos, cartoons, or drawings that are derogatory or sexualizing of others. * We do not pressure someone to submit to romantic or sexual requests for any reason, including as a condition of receiving opportunities or to avoid loss of opportunities. * We are conscious of power, position, and privilege when it comes to initiating any romantic or sexual behavior or relationship. ## It is unacceptable to encourage, condone, or excuse violations of this code of conduct. * It is unacceptable to retaliate against or penalize those who report, express an intent to report, assist another person to report, or participate in an investigation related to a report about any of the above behaviors. * We recognize that the preceding list cannot include every possible situation, but we trust our community members to apply the underlying values as needed and appropriate. * This code of conduct can apply to PAF members outside the context of an official PAF event. For instance, harassment or escalatory conflict behavior on social media may constitute a violation. Committing a violent crime or crime of moral turpitude, even outside the context of a PAF event, would also constitute a violation. ## Additional Policies ### Food and Beverage Policy All food and beverages at PAF events must be free of animal products. Major events (such as regular socials hosted by a PAF chapter) are free of drugs and alcohol. Whether to allow alcohol at shifts and events hosted by individual community members is up to the discretion of the host. ### Travel and Housing Policy While on a PAF-related trip, sleeping arrangements should be made thoughtfully. No one should be asked to share a bed or other sleeping arrangement (e.g. couch or car) with someone they would not already be comfortable doing so with outside of the trip. ### Sexual Harassment Training Requirement for Employees All staff who do work for Pro-Animal Future must complete a 1-hour sexual harassment training within 30 days of hiring and every two years thereafter. Employees with supervisory responsibilities must complete a 2-hour sexual harassment training within 30 days of beginning supervisory responsibilities and annually thereafter. All staff hired prior to this implementation of this policy must complete training by Oct 3, 2025. Failure to complete this training will be considered misconduct. ### Reporting Process The [Employee Code of Conduct & Whistleblower Policy](/other/corporate/bylaws/whistleblower-policy) outlines additional standards of conduct for employees of PAF. If you believe a PAF associate has committed misconduct, you can notify the Mission Circle by [completing this form](https://forms.gle/mzARnHWzT3RkEXuYA).
# The Joy of Conflict How we handle conflict, including discrimination and harassment. updated 2025.02 It’s normal to feel a little awkward and uncomfortable around it, given a lot of toxic messages we’ve been taught about conflict. You might find yourself totally disinterested in engaging, or, in the other direction, very eager to take the moral high ground and engage in right vs wrong thinking. You might feel some shame that this is happening to you. You might even find that the minute you realize a conflict needs addressing, you’re too upset about the situation to approach it with the care you want. All of these tendencies are normal starting places, and if you prepare, relax, and take a collaborative, reciprocal approach to meeting the needs of everyone involved, conflict can be a great opportunity for bonding and growth. Isn't it time we start relating to conflict differently? Conflict can be healthy and beautiful, not to mention playful and fun! It is natural, normal, and necessary; it’s needed to transform people, relationships, and society. In Pro-Animal Future, when we notice that there's a little tension in the air, we lean into it. If you are experiencing a difficult situation or conversation with someone in our community (or elsewhere!), the steps in this document can help you take a *conflict positive* approach. They are presented in order of least to most resource intensity, and in the order we recommend taking them. When people in conflict have a conversation, often both feel a strong need to be heard by the other, making it very difficult for either party to listen. If one or both parties prepare, it’s more likely that one of them will be able to extend the emotional generosity to listen first. Once one person feels heard, they’re more likely to feel enough spaciousness to listen next. {% hint style="info" %} #### Does Pro-Animal Future have a separate policy for discrimination and harassment? As is hopefully clear from this document, we take conflict seriously, including discrimination and harassment. While we do not believe all conflicts are created equally or should be handled identically, in our experience there is rarely a clear line between conflict and harassment. Furthermore, we are committed to shifting away from the paradigm of *retributive justice* (characterized by dualistic thinking such as right/wrong, guilty/innocent, and victim/perpetrator) towards one of *restorative justice* which can hold the full complexity of conflict, including the role of social structures*.* In most conflict situations, all parties see themselves as victims, and there is a thread of truth to their belief. All conflict has history. Even someone who commits a random act of violence is almost always acting out trauma from violence they've received and were unable to process. Instead of labeling people as victims and perpetrators, we use these words to describe the more complex roles people actually play in conflict: **Initiator:** the person who initiates a conflict resolution process. **Respondent:** the person responding to a request for conflict resolution. Notice that these words do not rely on a harmful act occurring nor an intention to harm. We hold separate the intention behind an action and the impact it causes. This means we can celebrate the wholesome intention of any action while holding and, when appropriate, mourning the full range of impacts. In an intense conflict, it is common (though not ubiquitous) for every individual involved to be both an author and a receiver of harmful acts. #### But aren't discrimination and sexual harassment different? We respect the impulse to separate out conflicts which involve the abuse of power. Discrimination involves abusing social power in order to exclude marginalized groups, while sexual harassment usually involves abusing the physical and social power of male privilege or the institutional power of higher rank. However, the truth is that all conflicts involve power. Power imbalances exist between any two people on the social, institutional, material, or spiritual levels, and those imbalances determine how the conflict plays out. Instead of separating these out, we strive to approach every conflict in a way that takes these factors into account. That said, our [Code of Conduct and Harassment Policy](/overview/paf-wide-policies/code-of-conduct-and-harassment-policy) outlines clear expectations for expected and unacceptable behaviors. **If you believe a PAF associate has committed misconduct, you can notify and seek the assistance of the board by filling out** [**this report form**](https://forms.gle/mzARnHWzT3RkEXuYA)**.** {% endhint %} ### Individual Preparation Conflict is natural, but that doesn’t mean it’s not painful. Taking time to care for ourselves and clarify our thoughts and feelings can help prepare us to bring our best selves to resolving the conflict. This might mean removing yourself from the immediate situation, taking some time to let your feelings settle before acting, or journaling. It might help to journal privately on the following questions. 1. What happened? (It will help to describe as many specific details as you can.) 2. What judgements am I having about the situation, the other person, or myself? 3. How am I feeling? Am I needing acknowledgement of anger, fear, alienation, or disgust? 1. How are my feelings showing up in my body? Is there a weight on my chest, pain in my stomach, hotness in my head? 2. Can I extend a sense of gentleness or compassion to myself for how I’m feeling? 4. What’s really important to me in this situation? What values are alive for me right now? 5. How might the other person be feeling? What might be important to them? 1. If you get stuck here, you might like to continue from #2, repeating as many times as necessary until there’s a softening towards the other person and a felt sense of what the situation might be like for them. 6. What requests might I like to make of myself now, or the other person in the future? ### Finding a Supportive Listener You may find it helpful to try to find someone not directly involved in the situation who can really listen to and understand you. This might be able to help you understand and describe how you’re feeling. This may help you prepare for having a direct conversation with the person/people you are feeling in conflict with. **This may also be a necessary step for you to draw on external resources to shore you up and make it safe for you to engage in the conflict, especially when you believe you are in a power-down position compared to others involved in the conflict (whether due to social factors like race and gender or due to your relative positions in the organization).** It’s important to draw a distinction between supportive listening and gossip. The difference lives in the intention behind the conversation. The purpose of gossip might be to connect with the person you’re talking to or to punish the person you’re talking about. Supportive listening is meant to help you resolve your feelings and prepare you to talk directly to the person you’re in conflict with. In these conversations, the listener focuses on your feelings rather than the actions of the other person or on “taking sides” with either of you. Clarify your intention with the listener before you start- that you aren’t asking for them to take your side or judge the other person. You might request that they keep the content of your conversation private. {% hint style="info" %} #### Tips for Supportive Listeners The most important outcome of this conversation is for the speaker to have a sense of being fully heard and understood. This does not mean you need to agree with their evaluation of the situation, and in fact, agreeing is likely counterproductive as it guides the speaker towards the “story” of what happened rather than towards a sense that their inner experience is understood, which is where relief often comes. Seek to understand, not the facts and timeline, but the feelings and values of the person who’s speaking. You might say, “that sounds really frustrating, was it?” or “I’m wondering if that whole experience left you feeling humiliated” to make a guess at a feeling present for the person. Some people might be fairly verbal about naming their feelings, leaving you sensing that you aren’t helping much by naming them, too, while others might not have a lot of resonance to the same words for feelings that you do. You also might say something like, “Are you wanting a sense of fairness?” or “I bet you’d really love to have a sense of appreciation from X, does that feel important?” to make a guess at the values present. You also might try summarizing what the person said and asking if you’re getting it. It’s much less important that you guess or summarize correctly than that you communicate a nonjudgemental sense that you’re listening and seeking to understand. It may be tempting to evaluate the situation in agreement with the person who’s speaking (“That’s so unfair!”), in disagreement (“I really don’t think she meant it that way”), to give advice (“Have you gone to this person directly?”), to relate (“I had an experience just like that…”), or to try to see the other person’s point of view (“He was put in a pretty tough position, don’t you think?”) It can be fairly vulnerable to open up to someone about a conflict, and this may make the person speaking unlikely to tell you how well your support is working for them. We advise trying to limit yourself to making guesses about the feelings and values in order to support them towards gaining the capacity to address the conflict with the person directly. {% endhint %} ### Having a Conversation You could arrange to talk directly with the person/people you are feeling in conflict with. If you do this, we suggest taking turns in speaking and trying to really listen and understand what is important to the other person and how they feel. It may be helpful to reflect what you heard in your own words and allow a chance at clarification before responding, such as by saying “I heard you say \_\_\_, did I get it?” Tips for supportive listeners above are also useful for conflict conversations. It is important to create an agreement about when, where and how long you will talk together before you begin your conversation. One method is called the “long walk”: walk together in one direction while one person shares. When they are done sharing, turn around and walk back while the second person shares. This ensures both people have equal time to share and listen. ### Having a Conversation with Support You might also ask someone who everyone involved would trust to be present. That person’s role would be to be a silent support for everyone there. It can be very supportive to people who are having a difficult conversation to have someone with them who is just listening and helping them to feel safe and not alone - we would strongly recommend that this supporter remain silent because even when our intentions are to help, it can be very difficult to figure out something that actually helps. ### Restorative Circles Sometimes conflicts are discrete between two people, but just as often they involve many more than this. In these cases, we recommend restorative circles. Restorative circles include one or more facilitators and everyone involved in the conflict who wants to participate. They consist of the following steps. 1. Pre-circle dialogues: The facilitator speaks 1:1 with each person in the process, explaining how the process works and drawing out what’s important to each person. The facilitator checks for willingness to go ahead with the circle. 2. The facilitator works in collaboration with the parties to determine who else needs to be invited to the circle. 3. Circle dialogue: All parties meet to discuss the conflict, with an emphasis on allowing each party to be fully heard. The facilitator may ask questions such as, 1. What do you want the person to know about how you are now in relation to the event and its consequences? 2. What do you want the person to know about what you were looking for when you acted? 3. What would you like to happen next? What would you like to offer, and to whom? The facilitator encourages each participant to reflect what they heard and check for understanding before responding. This slows the pace of conversation and minimizes reactivity and further harm. 1. Post circle dialogue: Immediately after the circle dialogue or at a later date, the parties meet to harvest learning and review solutions that came from the restorative circle. Agreements that aren’t working are revised. #### Advice for Making Agreements After spending some time listening and trying to understand each other, it is a good idea to create some agreements to improve how you work together and prevent the conflict from reoccurring again in the future. We suggest that these agreements be S.M.A.R.T. meaning Specific, Measurable, Achievable, Relevant and Time Specific. For example, instead of agreeing to be nicer to each other, you might agree to creating a specific section of a meeting where you will express gratitude for things you appreciate about each other’s work. ## When Separation is Appropriate Rarely, through attempting to process a conflict, it becomes clear that the best way to care for individuals and the group is for one or more people to separate, i.e. leave the group. Often, when this is the case, the parties will reach this understanding mutually. Sometimes, it becomes necessary to ask an individual to leave before they reach that conclusion on their own. Situations where it is appropriate to separate someone from the organization include: * When someone presents an imminent danger, physically, psychologically, or materially to themselves, others, or the organization. * When someone repeatedly fails to follow through on important agreements made during a conflict process. * When someone refuses to engage in a conflict process in good faith *and* their behavior is reasonably causing others undue distress. * When someone's intention is determined to be discriminatory on the basis of race, color, religion, gender, sex (including pregnancy), national origin, age, disability, or genetic information, or when someone refuses to hear and consider why their words or actions are received as discriminatory. * When sexual misconduct by one party leaves another party unable to be in their presence safely. * Individuals whose past trauma exceeds the ability of the organization to create a healing environment without impairing its mission, such as those with high conflict personality disorders. * When someone actively undermines the mission and values of the organization or carries out an unjustified [leadership attack](/overview/how-we-show-up/how-we-do-power). Every circle lead has the authority to interpret these criteria and remove someone from their circle, including the Mission Circle. MC has the authority to remove someone from the organization by a bare majority vote. Any such action by MC shall be effective immediately and shall immediately strip the person of all privileges of membership, without exception unless otherwise stated. {% hint style="info" %} **Some examples of harassing behavior:** * Humiliation in front of peers * Repeated unwelcome remarks or jokes, including bullying * Exercising, attempting to exercise, or threatening to exercise physical force against another activist * Work interference or sabotage that prevents work from getting done * Comments related to a someone's ethnic, racial, or religious affiliation, or their sexual orientation, gender, or age, that are publicly humiliating, offensive, stereotyping, threatening, or that undermine their role in PAF * Unwelcome physical or sexual contact including touching, patting, pinching, stroking, kissing, hugging * Sexual comments, stories, and jokes, including bragging about sexual prowess * Repeated and unwanted social invitations for dates or physical intimacy * The use of threats or rewards to solicit sexual favors * Display of sexually explicit or suggestive material * Sending unwelcome sexually explicit messages * Sexually-suggestive gestures, including whistling or leering * Spreading rumors about another person, especially without addressing a conflict with them directly {% endhint %} # Slack Moderation The main channel for communication among PAF volunteers is a Slack workspace. **The purpose of this workspace is to build community and encourage each other.** This is not a constructive space for debates, arguments, or criticism. These should be given directly and offline when possible. Below are the guidelines organizers use to moderate Slack to ensure conversations there are helping our community stay strong and grow. We hope these guidelines create clear expectations about what does and does not belong in our shared communication channels. 1. **All comments should be kind, respectful, and encouraging towards other community members.** Comments that are critical of other community members' actions or choices will be removed (constructive criticism of staff members' actions is okay, if done in a way that is non-threatening and respectful). If you have feedback for someone, we encourage you to reach out to them directly, and try to understand their perspective first. 2. **Do not pressure people about their individual consumption.** This is not a place to tell other people why they should go vegan. Posts directly pressuring community members to be vegan or vegetarian, or shaming non-vegans, will be removed. 3. **Post that belong in a different channel, or should be a reply in-thread, may be deleted.** Moderators will message you with a reminder to use threads to reply to other posts, and may delete reply posts that aren't in threads to keep the channels tidy. 4. **Controversial or polarizing topics are not appropriate.** While debating ideas is important, that is not what our Slack space is for. Instead, we are working hard to create a welcoming space for people with different views. Posts agitating controversial topics will be removed, especially if they condemn (explicitly or implicitly) people holding opposing views. Such topics include, but are not limited to: * Whether certain products/activities are vegan * Vaccines and Covid regulations * Controversies around gender and sexuality * Religious beliefs Describing one's own experiences is perfectly appropriate, but do your best to avoid politicking. It is also OK to send an invitation to an event relating to another cause, even a controversial one, but please keep your message just to the invitation and minimize additional comments that could stir that controversy within our own Slack space. The following examples are an attempt to illustrate the difference:
Personal experiencePoliticking
"My parents were more upset when I went vegan than when I came out 😝""Conservatives are hopeless, they're just a bunch of homophobes"
"My religious faith is what motivates me to fight for animals.""Who here believes in God? If God is real, why is he letting animals suffer?"
"I decided (not) to get the vaccine."Sharing links to information advocating for or against Covid vaccines.
"I practice the liberation pledge.""If you really care about animals, you shouldn't go to a restaurant that serves meat."
"I'd love to see some of you at this Pro-[Life/Choice] rally on Friday.""Anyone who supports animals really should also be Pro-[Life/Choice]."
# Signal Moderation The main channel for communication among PAFOR chapter and PAFDC activists is our Signal chats. **The purpose of these chats is to share updates and progress, build community, and encourage each other**. This is not a constructive space for debates, arguments, or criticism. These should be given directly and offline when possible. Below are the guidelines organizers use to moderate our Signal chats to ensure conversations there are helping our community stay strong and grow. We hope these guidelines create clear expectations about what does and does not belong in our shared communication channels. 1. **All comments should be kind, respectful, and encouraging towards other community members.** Comments that are critical of other community members' actions or choices will be removed (constructive criticism of staff members' actions is okay, if done in a way that is non-threatening and respectful). If you have feedback for someone, we encourage you to reach out to them directly, and try to understand their perspective first. 2. **Do not pressure people about their individual consumption.** This is not a place to tell other people why they should go vegan. Posts directly pressuring community members to be vegan or vegetarian, or shaming non-vegans, will be removed. 3. **Please keep posts relevant to this group.** Off-topic posts may be redirected elsewhere. 4. **Disruptive or inappropriate behavior may result in removal from the Signal chats.** While constructive feedback and robust discussion are welcome, members who engage in harassment, threats, abusive behavior, persistent disruption, or other conduct that undermines the group's purpose may be removed from all PAFOR chapter Signal chats. Whether to issue a warning before removal is at the discretion of the Campaign Director. 5. **Controversial or polarizing topics are not appropriate.** While debating ideas is important, that is not what our Signal chats are for. Instead, we are working hard to create a welcoming space for people with different views. Posts agitating controversial topics will be removed, especially if they condemn (explicitly or implicitly) people holding opposing views. Such topics include, but are not limited to: 6. Whether certain products/activities are vegan 7. Vaccines and Covid regulations 8. Controversies around gender and sexuality Describing one's own experiences is perfectly appropriate. It is also OK to send an invitation to an event relating to another cause, even a controversial one, but please keep your message just to the invitation and minimize additional comments that could stir that controversy within our own Signal community. The following examples are an attempt to illustrate the difference:
Personal experiencePoliticking
"My parents were more upset when I went vegan than when I came out 😝""Conservatives are hopeless, they're just a bunch of homophobes"
"My religious faith is what motivates me to fight for animals.""Who here believes in God? If God is real, why is he letting animals suffer?"
"I decided (not) to get the vaccine."Sharing links to information advocating for or against Covid vaccines.
"I practice the liberation pledge.""If you really care about animals, you shouldn't go to a restaurant that serves meat."
"I'd love to see some of you at this Pro-[Life/Choice] rally on Friday.""Anyone who supports animals really should also be Pro-[Life/Choice]."

# Events and Collaboration Policy Pro-Animal Future works alongside many organizations in the animal protection movement, and we encourage our community to engage broadly. We maintain a clear line between our public brand and tactics that don't match our image as a mainstream political organization. ### What PAF Won't Organize or Co-Organize Pro-Animal Future should not organize or co-organize events that could conflict with our mainstream, civic-focused, professional image, such as: * Disruptions * Illegal activities (property destruction, trespassing, open rescue, etc.) * Protests that block traffic or involve chanting, sirens, or bullhorns * Vegan outreach * Events that feature nudity, drugs (including cannabis or psychedelics), speed dating, or activities that involve a lot of touching (i.e. contact dancing, massage) * Anything especially divisive or controversial in any specific chapter region or within the broader community of PAF activists and donors (use your discretion, or ask your campaign director for guidance) The exception is when a PAF chapter is running its own activity at a larger event, such as petitioning or tabling at a big march or rally. **Note:** When attending events that PAF wouldn't organize (described above), avoid wearing wearing or displaying Pro-Animal Future's logo, signage, or name. ### Promotion of Other Organizations' Events In general, PAF members or staff may promote (with discretion) events hosted by other groups on PAF’s internal channels (Slack, Signal, email newsletters), but events involving confrontational tactics or divisive issues as well as photos or videos of such events, should never be promoted on PAF's public-facing social media accounts, PAF’s websites, or on Stampede. The #other-activism channel on [Slack](https://handbook.proanimal.org/overview/paf-wide-policies/slack-moderation) is intended for cross-promotion. For what PAF does and doesn't post on social media, see the [Social Media Guidelines](https://handbook.proanimal.org/for-organizers/style-guide/content-guidelines-for-social-media). This rule doesn't apply when another group's action is only mentioned on a public-facing PAF channel as part of a collaboration, as long as that group is clearly identified as the host. It's ultimately up to the campaign director’s discretion whether to allow cross-posting of any specific event. **Note:** In DC, events organized by other animal advocacy groups belong in the ‘DC Animal Protection’ Signal group rather than in the ‘Pro-Animal DC’ Signal group. \
# Spending Money updated 2021.03 ## Expense Procedure This policy applies to all Partners and associates that need to spend money for mission-related activities. Any member of the Mission Circle may unilaterally approve expenses less than $500 per month. Any expenses over that threshold must be approved by a decision of the full Mission Circle. There is no guarantee that an expense will be approved after the fact, so when possible, you should seek approval before spending money. If you make an unauthorized purchase with an organizational account, you may be required to pay the money back yourself. ### Circle Budgets The Mission Circle may also approve a budget for any sub-circle. At that point, the circle lead has discretion over use of the use of their circle's budget. ### Reimbursement If an approved expense was paid by an individual Partner or associate, reimbursements may be made by check or electronic transfer, at the discretion of the recipient. ### Voluntary Simplicity We practice voluntary simplicity and want to avoid overspending or unnecessary costs. With any purchase, please put in some extra effort to find a less expensive option, within reason. In general, Pro-Animal Future is very unlikely to reimburse expenses that could be deemed luxuries, such as professional dinners or business-class tickets and other upgrades. ## Some Eligible & Ineligible Expenses ### Travel Expenses Travel expenses include any kind of transportation and accommodation expenses that you incur when going on a work trip. Expenses related to this category that may be fully or partly reimbursable include: * Accommodation * Legal document expenses (e.g. Visa) * Air, train, ship, gasoline, or other transportation fares * Necessary medical expenses (e.g. vaccinations) * Local transportation during trips (taxi fares, rental cars etc.) * Other minor or per diem expenses that are included in that trip’s budget (e.g. meals, business material) * Medical expenses arising from travel-related accidents, if appropriate. ### Non-reimbursable expenses We won't reimburse the following: * Expenses incurred by spouses or other associates who accompany our Partners on their travels * Un-authorized service upgrade (e.g. business class or hotel rooms) * Travel insurance (unless explicitly approved by MC in writing) * Personal services (massages, beauty treatments etc.) * Personal purchases (gifts, clothes etc.) * Lost personal property (e.g. luggage) * Cannabis or alcoholic beverages * Animal products * Fines incurred while driving or parking * Non-business subscriptions/ training * Personal trips This list is not exhaustive. Seek approval before spending money when possible, and use the normal approval process for uncertain reimbursements after the fact. ## Abuse of the Expense Procedure Any excessive expenses will be investigated. Consistent falsified or exaggerated claims, or repeatedly making unauthorized purchases with a Pro-Animal Future account, will be grounds to initiate a conflict process and may initiate a review of a Partner's membership in Pro-Animal Future. # Financial Integrity updated 2021.03 ## Default to Transparency As with other matters, we publish all information related to our finances unless there is a compelling reason not to do so. The main reason to publish our financial information is so that our associates may hold us accountable. ### Dangers of money We ask all associates, friends, and supporters of Pro-Animal Future to join us in keeping vigilant watch for the many nefarious issues that may arise in an organization where money is concerned, including but not limited to: * Undue influence exerted on our mission by donors, either directly or indirectly by our need to appeal to donors. * Replacing creativity with money; becoming lazy with how we spend money when a creative solution has greater potential. * Conflict over how to spend money and an artificial sense of scarcity. * Becoming overly invested in the separation between individuals receiving money from the movement and those who are not; arrogance on the part of paid staff. ### Information available to the public At a minimum, the following information shall be published on our website annually: * IRS Form 990 returns. * An annual report detailing our financial activity in broad terms, including: * a breakdown of our expenses for the year into meaningful, clearly defined categories; and * a breakdown of income from small, mid-sized, and large donations, and an exact amount received from each grantor of large donations. (The grantor's identity may be kept anonymous, per the section below.) * The identities of research fellows and the amount of their grant, as well as the identity of and amount given to anyone else for customized products or services. * Where our money is banked. ### When financial information may be kept private to Pro-Animal Future Generally speaking, except for the items listed above, financial information may be kept private where relevant laws allow and if there is a compelling reason to do so. Some examples are: * The identity of a grantor, be they an individual or a foundation, if the grantor provides a credible explanation for why their identity should be kept private. (Where such exceptional circumstances apply, the donation will be published with an accompanying note: “Donor has requested anonymity.”) * Any financial information related to active or potential legal cases. * Identities of donors who contribute less than $5000 per year shall be kept private unless the donor requests otherwise. ## Donation Integrity Money is an incredibly potent force in our society. The overwhelming tendency of money is to reinforce the status quo by directing energy into the channels created and stewarded by economically dominant institutions. Money therefor poses a threat to any organization attempting to challenge or disrupt the status quo. At the same time, many organizations have missions which cannot be accomplished without money, and the movement ecosystem could never be complete without them. We must find a way to raise money without succumbing to its dangers. Of the dangers listed above, the risk of co-optation is the most nefarious. We adopt the following rules in an attempt to mitigate the threat of financial co-optation. (For the purpose of these rules, a grantor is someone contributing over $5000 per year.) * We will never accept grants from individuals or organizations with any financial or business interest in any animal agriculture, fishing, or vivisection enterprise. * We will never discontinue, or decline to undertake, any program at the suggestion of a current or potential grantor. * We will never hire someone or provide a research grant to a particular grantee at the behest of a current or potential grantor. * As much as circumstance, reason, and law allow, we shall not base decisions about our mission and programs on what we think will satisfy donors and grantors. # Staff Roles in PAF *Updated 7/2026* The following are staff roles that exist in PAF along with their work domains. You can contact staff on Slack, Signal, or by emailing them in the format of \[firstname]@proanimal.org Eva Hamer, Executive Director: Strategy, policy, compliance, operations, press. Supervisor to Dani and Justin. Natalie Fulton, Media and Content Lead: Instagram, Facebook, Tiktok, and Youtube Daniela (Dani) Withaar, Communications Lead: Emails, ads, website, and communications strategy. Supervisor to Natalie. Cady Witt, DC Campaign Director: DC coalition building and on-the-ground organizing Sam Schillinger, Oregon Campaign Director: Portland coalition building, on-the-ground organizing, and lobbying Justin Clark, Organizing Lead, Denver Campaign Director: Denver coalition building and on-the-ground organizing. Supervisor to Cady and Sam. # Signing up for Volunteer Shifts You can find upcoming activism shifts in our activist portal, [Stampede](https://stampede.proanimal.org). The system will be updated regularly with new shifts, and you can sign up for the ones that work for you. If this is your first time signing in, follow the prompts to create an account. **Please use the following link to sign up for open shifts:** {% embed url="" %} Once in the portal, you can navigate to [Events](https://stampede.proanimal.org/events), then the "Browse Events" tab.
From this page, you can browse events and select "Attend" for the ones you'd like to join. ### Other notes about shifts: * You will receive your petition packet, clipboard, and any other materials needed when you come to your first shift. * On your first shift, you will receive a brief orientation and the opportunity to shadow another petitioner before beginning. Just so you know – an organizer will also be there to answer questions and help you with anything you need. * After your first shift, we encourage canvassers to continue using the shift signup system throughout the campaign, but you are free to collect signatures on your own anytime. # Instructions for Petitioning You can do this! {% embed url="" %} You are encouraged to try various ways of asking people to sign and find out what works best for you. That said, you can start with these recommendations. When asking people to sign the petition, previous experiences have shown that keeping the request as short and straightforward as possible is best. **“Hi there, could you sign our petition** **to** **help animals?”** or **“Are you a \[City / county] registered voter? We're getting signatures on an initiative to help animals!"** It is best to keep it short because when someone sees you, they don’t know what you are doing or what you are asking for. They might think you are asking for money or asking them to talk about something that will take a significant amount of time. By letting them know you're just asking for a quick signature, they will understand that you are not asking for much. Some people will sign without further discussion, and others will want to know more about the legislation, providing an opportunity to explain the proposed legislation in greater detail. The full legislation text is available at the front of every packet, and a short, one-sentence summary of the policy is provided on every page (ballot title). It is best to keep the explanation brief for efficiency. Read the next two sections for more tips about communicating with the public. Also, read the "About the Campaigns" section for some good talking points.
# Petitioning Tips **Remember to bring water and snacks, and to protect yourself from the sun.** Standing outside for long periods of time can be physically demanding. Wearing a wide-brimmed hat or wearing sunscreen is highly recommended to protect yourself from sun exposure during daytime shifts. **Always verify that people who sign are registered to vote in the correct municipality and that they write the address under which they are registered to vote.** If we have too many signatures from people who are not registered to vote in the correct municipality, we may think we have more valid signatures than we actually have, and we may come up short in the end. If someone makes a mistake, ask them to put a line through all the entry boxes, and use the next line down to enter the correct information. Alternatively, ask them to write their initials next to the mistake. Be sure to only use blue or black pen ink If someone wants to sign but has a physical or cognitive disability that prohibits them from signing, you are legally allowed to provide assistance. However, couples and roommates cannot sign for multiple people in their group just for the sake of convenience. **Please be very careful with petition packets,** not to lose them or damage them (or get them wet). Pay close attention to the staples and fold the pages carefully as you move through the packet. If the staples come undone, the entire petition packet will be invalid. If stored in direct sunlight (such as a car), pen ink on petition packets can completely disappear. Officials will examine petition packets for signs of tampering with staples or in any other way. **Do not fill out any portion of the last page of the petition packet until you are instructed to do so by a notary.** Petitions must be notarized to be accepted, and this page must be filled out in the presence of a notary public. **Do not answer questions from reporters or media representatives.** Only designated campaign representatives will communicate with the media. If you are approached by a reporter or media representative, please direct them to our website, where they can contact us to set up a meeting. If someone asks you a question you don’t know how to answer, you can say you don’t know and direct them to our website, where they can contact us. # Supporting Pro-Animal Future on Your Social Channels This guide outlines some recommendations for effectively sharing support for our cause via your social media channels. Thank you for using your own social channels to help spread our Pro-Animal message! While you’re welcome and encouraged to post freely about the campaign on your social media accounts, this guide offers some suggestions to overcome writer’s block and make your posts more effective. #### Here are the articles in this section: | [**Things to Consider**](/supporting-pro-animal-future-on-your-social-channels/things-to-consider) | | -------------------------------------------------------------------------------------------------------- | | [**PAF Content Ideas**](/supporting-pro-animal-future-on-your-social-channels/paf-content-ideas) | | [**Messaging Suggestions**](/supporting-pro-animal-future-on-your-social-channels/messaging-suggestions) | | [**Other Resources**](/supporting-pro-animal-future-on-your-social-channels/other-resources) | # Things to Consider Here are a few things to consider if you’re planning to post about the campaign. ## PAF’s Code of Conduct Pro-Animal Future's [Code of Conduct](https://handbook.proanimal.org/overview/paf-wide-policies/code-of-conduct-and-harassment-policy) extends to online settings. Even when representing PAF on your own personal channels, we ask that our code of conduct be followed and that all members of the community and public be treated with respect when discussing our campaign. A few things to keep in mind when engaging with others online: * We do not use or condone speciesist, sexist, racist, homophobic, transphobic, ableist, ageist, or otherwise discriminatory language, including ridiculing or demeaning comments, even if intended to be humorous. * We approach disagreements and different opinions with curiosity. We default to giving others the benefit of the doubt, especially when communicating online. * We embody the ideals of nonviolence and nonviolent direct action by directing our anger at systems, not the individuals who are caught up in those systems. ## Our Goals While PAF’s objectives may change over the course of a campaign, the goals for our online presence are typically centered around: * Convincing undecided voters to support our measures. * Coaxing supportive voters to strengthen the campaign by subscribing, donating, or encouraging their friends and family to support. * Recruiting new activists to join our campaign and help us reach more people. * Encouraging vegans to shift from promoting individual diets to systemic change. ## Your Audience You know your online audience better than anyone! It may be helpful to cater your messaging to who your followers are, and adjust the goals of your posts accordingly. For example: * If you are followed by a lot of activists, it may be a good idea to have your posts centered around donations or recruiting, including for remote volunteer opportunities. * If you are followed by a lot of local non-vegans, your messaging could be more informational in order to enlighten people on why they should support our measures. ## Collaboration with PAF When you make a post related to the campaign, feel free to tag us at **@proanimalfuture**, or add us as a collaborator when posting to Facebook or Instagram. If your account is private, you can ask us to follow you by direct messaging the PAF account if you’re open to us re-sharing the content that you post for more visibility! You can also help us by interacting with our content, which broadens its reach. Links to our PAF channels are below: ### [**Facebook**](https://www.facebook.com/proanimalfuture) **|** [**Instagram**](https://www.instagram.com/proanimalfuture/) **|** [ **X (Twitter)**](https://twitter.com/ProAnimalFuture) **|** [**Tik Tok**](https://www.tiktok.com/@proanimalfuture) **|** [**Pro-animal Colorado IG**](https://www.instagram.com/proanimalcolorado) **|** [**Pro-Animal DC IG**](https://www.instagram.com/proanimaldc) **|** [**Pro-Animal Oregon IG**](https://www.instagram.com/proanimaloregon)
# PAF Content Ideas Here are some ideas for PAF-related content that would be particularly helpful in furthering our message, building support, and getting others involved. The ideas below contain good examples of each type of post, as well as language that you can feel free to modify slightly and use on your own page. ### Table of Contents: * [**Petitioning in Action**](#petitioning-in-action) * [**Community Socials**](#community-socials) * [**News Stories**](#news-stories) * [**Community Involvement**](#community-involvement) * [**Your Campaign Experience**](#your-campaign-experience) * [**Positive Animal Photos**](#positive-animal-photos) * [**Your Own Creative Ideas!**](#your-own-creative-ideas) ## Petitioning in Action Photos of you out petitioning and interacting with the public about PAF’s campaign, along with a description of how to get involved or a direct ask to your followers. #### **Example Posts:**
{% embed url="" %} #### Language Ideas: * I loved getting to talk with my fellow Denver residents about voting to evolve towards a cruelty-free food system. * If you’re an animal lover like me, you can help create a better world for animals through the political process. * Thank you to \[[X number of voters](https://proanimal.org/progress/)] who have already signed to get these causes on next year’s ballot. * Come campaign with me if you want to help make history for animals here in Denver. * Come find us at \[X location / X time] to sign our petition and stand up for change. ## Community Socials Posts about our community events, along with an invitation to your followers to get in touch if they’re interested in joining our next social. **Example Posts:** ![](/files/37NPjemzfP44tZr0Aw1U)![](/files/OEnUzqULt3uQ1Varb44O) #### Language Ideas: * So proud to be a part of this community of activists standing up for animals. * We are working on getting a \[policy x] in front of voters here in Denver next year, and we have reached \[[X signatures](https://proanimal.org/progress/) or % to goal] so far thanks to the hard work of this crew. * If you’re looking to connect with other animal lovers, eat a delicious & free plant-based meal, and help make history for animals, this is your chance! * Come hang at our next social. All are welcome! ## News Stories Sharing or re-sharing any positive news coverage of our campaign can help build confidence in our mission and show our cause gaining traction. #### Example Posts:
#### Language Ideas: * For a written article, your caption could be a blurb from the published piece. * Many people actively bury their feelings about the suffering animals endure. As a result, nobody realizes that everyone else is feeling the same dissonance. * We may not have much power as individual consumers, but this measure gives voters a chance to improve things together. * We’ve evolved before, and we’re evolving again, but the question is: how fast? For the animals’ sake, it can’t happen soon enough. * I’m voting yes to ban slaughter in Denver and accelerate society’s next evolution. ## Community Involvement Posts about PAF’s attendance or involvement in public or community-based events, as well as our alignment with other local causes. This shows our campaign’s intersectionality with other values and missions, and how we fit into the broader scheme of our community. ## Your Campaign Experience Talking about the reasons why this campaign holds personal meaning to you, why you got involved, or how the campaign’s mission fits into your life may strike a chord with others who hold similar values. Speaking to your direct experience can help inspire others to do what you’re doing! {% embed url="" %} #### Language Ideas: * At a young age, I learned to eat meat without thinking about who it had been. * In time, I realized that the discomfort I felt with eating animals had been right all along. We should be upset by the unnecessary suffering of animals. * I’d never thought about how we could create a better world for animals through the political process, just like other movements. Ever since then, I’ve been spending my free time petitioning to end slaughterhouses and the fur industry in Denver. ## Positive Animal Photos Uplifting photos of animals you meet who are living happy and fulfilled lives, along with a message and a call to action.
#### Language Ideas: * Discuss the animal’s individual traits and personality; what their life looks like vs. the fate they may have avoided. * Animals headed to slaughter fight back. They scream, kick, and attempt to run, and some are lucky enough to escape. When they do, they often end up at sanctuaries where they are cared for like family, and they will never be slaughtered. * If you have an emotional reaction to seeing footage of animals suffering in slaughterhouses \[or fur farms], that’s a good sign that you’re a human being. * We should listen to that compassion, because it’s a hallmark of our humanity. This initiative is on the right side of history. * To visit an animal sanctuary is to step into a future where we give all animals the freedom they deserve. Now, voters have a chance to bring that future one step closer. ## Your Own Creative Ideas! While this list presents some suggestions around the types of posts most conducive to building support for our campaign, we encourage you to get creative and to express your passion for PAF’s cause in ways that feel authentic to you! This is your page and your audience, so feel free to experiment with different ways of building support and awareness for our mission. Here's a list of topics that center around the need to evolve away from factory farming:
* What the beef industry is up to * Meat industry lobbying * Bird flu * Fur ban history/momentum across the country * Wins of pro-animal elected officials (Corey Booker, Manny Rutinel, etc.) * How ballot measures are born * Demand inelasticity (economics of meat reduction) * History of the animal rights movement * Right to farm laws * What the animal movement can learn from other social movements (marriage equality, anti-smoking, etc...) * How existing regulations fail us * How factory farms hurt small farmers * Taxpayer subsidies * Animal agriculture limiting free speech (ag-gag laws) * Anything about foie gras * How factory farming has changed in the last 20 years * Recent history of pro-animal legislation * Building community * Pro-animal politicians * Dairy * RFK and MAHA * How meat industry blames “bad actors” to avoid stricter regulations \ \ ![](/files/xQ1EIugsG9H1Xjh9dHrB) ![](https://lh6.googleusercontent.com/ekd9lbhThuSMo8TYyA4IYRugBeVOM9S8xbIOCMuG6F4Va3ZJvlX219dMTQHQ-wHzIaBEHhNdFow9HVCHeOaoYYlFUaLCzrC8e40QzLW1N_n7a9ohNkomuwiZ3BOhzlfWLzlEw1vnrNXnOiS1OR3Y7wM) #### Post Ideas: * Sharing an interesting conversation or interaction while out petitioning. * You and your fellow canvassers hanging out or enjoying some food post-shift. * Shoutouts of other people in the community who are contributing a lot, taking a unique approach, or are stepping up in some way that you’d like to share. * A photo of you petting a dog while out petitioning, or enjoying your time with the public. # Messaging Suggestions Here are a few best practices to keep in mind for how to most effectively share messaging about the campaign. ### Ensure Accuracy and Credibility If you plan to share any facts or statistics, you are encouraged to fact-check, provide reliable sources where needed, and share the lower end of a statistic for the sake of accuracy. Misinformation can harm the campaign's reputation and credibility. ### Use a Positive and Inclusive Tone Please avoid any negative or divisive language that could alienate potential supporters. A respectful and constructive tone when posting or having online discussions will resonate with a wider audience and is more likely to be persuasive and allow you to build connections. ### Share Personal Stories Personal stories and anecdotes are very effective at highlighting the impact of our campaign on real people's lives. Sharing your own personal experiences can create emotional connections and help make our campaign more relatable. If you’d like to go deeper on this, feel free to check out our storytelling guide! ### Use Visual Content Videos, reels, and carousels that include people or animals tend to get the best engagement. People love to see other people, and to hear them speak passionately about the things they care about. An example would be a video talking about your personal experience with the campaign, why this cause matters to you, or why people should come canvass with you! ### Make a Call to Action Your posts about our campaign may very well be converting your followers to supporters. While persuading people of the importance of what we’re trying to accomplish is key, we also want to share how to channel their support into action. Whether it’s asking them to sign the petition or to come volunteer with you, it’s good practice to guide your followers on what action to take. Examples: * “Come join our next campaign social to learn how you can help make history for animals.” * “Reach out if you want to join me on my next canvassing shift.” \[link to [proanimal.org/volunteer](https://proanimal.org/volunteer)] * “Donate to support our fight for animal freedom.” \[link to [proanimal.org/donate](https://proanimal.org/donate)] * “Be a pro-animal voter \[sign our petition / vote yes].” *\*\*Note: Include relevant links where possible to make it easy for people to take action! On Instagram or TikTok, you can add a link to your story or bio, and on Facebook it’s best to link in a comment or in the post itself.* # Other Resources The list below contains other resources to help strengthen your ability to create compelling campaign content. **The list below contains other resources to help strengthen your ability to create compelling campaign content.**
| [**Pro-Animal Future Organizational Voice Guide**](https://handbook.proanimal.org/for-organizers/style-guide/organizational-voice) | Provides an overview of the tone we’d like to present to the public, best practices for posting, and phrases to use or avoid in order to strike the right cord in our messaging. While this guidance is mainly intended for those posting on behalf of PAF, you may find it helpful in crafting your own posts! | | --------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [**Code of Conduct**](https://handbook.proanimal.org/overview/paf-wide-policies/code-of-conduct-and-harassment-policy) | Pro-Animal Future’s Code of Conduct holds us accountable for creating a welcoming and respectful community. This extends out to how we interact with the public, and includes online interactions. It is good practice to review these policies before posting about the campaign. | | [**Animal Activism Collective and Natalie Fulton on How to Create Compelling Content**](https://www.youtube.com/watch?v=86xTFpyQnHc\&t) | Natalie shares her best advice on video creation. Learn how to hook viewers, keep them entertained, and create viral content using short-form video. |
# Campaign Guides # Social Media Guide This guide covers how to post to Pro-Animal Future’s social channels, and recommendations for how to remain consistent with PAF’s brand and style. Pro-Animal Future relies on our base of activists to help spread the word about our organization’s campaign and mission – this includes helping to build an online presence via social media. Your help in creating posts for our channels is vital for communicating our campaign message, building support for our cause, and expanding our activist base! \ **Here are the articles in this section:** | [**Things to Consider**](/for-organizers/campaign-guides/social-media-guide/things-to-consider) | [**Social Media Quick Reference Guide**](/for-organizers/campaign-guides/social-media-guide/social-media-quick-reference-guide) | | --------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------- | | [**Content Ideas**](/for-organizers/campaign-guides/social-media-guide/content-ideas) | [**Technical Guide**](/for-organizers/campaign-guides/social-media-guide/technical-guide) | | [**Representing PAF Online**](/for-organizers/campaign-guides/social-media-guide/representing-paf-online) | [**Resources**](/for-organizers/campaign-guides/social-media-guide/resources) | # Things to Consider Here are a few things to consider before posting to PAF's channels. ## Our Code of Conduct PAF’s [Code of Conduct](https://handbook.proanimal.org/overview/paf-wide-policies/code-of-conduct-and-harassment-policy) extends to online settings. When representing PAF on our social channels, we ask that our code of conduct be followed, and that all members of the community and public be treated with respect. A few things to keep in mind when engaging with others online: * We do not use or condone speciesist, sexist, racist, homophobic, transphobic, ableist, ageist, or otherwise discriminatory language, including ridiculing or demeaning comments, even if intended to be humorous. * We approach disagreements and different opinions with curiosity. We default to giving others the benefit of the doubt, especially when communicating online. * We embody the ideals of nonviolence and nonviolent direct action by directing our anger at systems, not the individuals who are caught up in those systems. ## Audiences and Goals PAF’s social media has three target audiences, with different goals for each. Every post should deliberately target one or more of these: * **ACTIVISTS**: Recruit and mobilize. Inspire new activists to join our campaign and keep current activists motivated. * **PASSIVE SUPPORTERS**: Subscribe and donate. Request donations from people who already strongly support our goals but are unwilling to mobilize. * **PERSUADABLE VOTERS**: Convince. Win their support by using research-backed rhetorical strategies and targeting common opposition arguments. ## Our Tone For the sake of consistency in our messaging, we recommend checking out our [style guide](https://handbook.proanimal.org/for-organizers/style-guide) as well as the existing posts on our channels. Links to our PAF channels are below: ### [**Facebook**](https://www.facebook.com/proanimalfuture) **|** [**Instagram**](https://www.instagram.com/proanimalfuture/) **|** [ **X (Twitter)**](https://twitter.com/ProAnimalFuture)
# Content Ideas Here are some ideas for content that would be particularly helpful in furthering our message, building support, and getting others involved. The ideas below contain good examples of each type of post from our account, as well as language that you can feel free to modify and reuse. ### Table of Contents: * [**Petitioning in Action**](#petitioning-in-action) * [**Community Socials**](#community-socials) * [**News Stories**](#news-stories) * [**Community Support & Local Causes**](#community-support-and-local-causes) * [**Positive Animal Photos**](#positive-animal-photos) * [**Progress Towards Goals**](#progress-towards-goals) * [**Related Activism & Coalition Support**](#related-activism-and-coalition-support) * [**Memes**](#memes) * [**Activist Spotlight**](#activist-spotlight) * [**Your Own Creative Ideas!**](#your-own-creative-ideas) ## Petitioning in Action Grab some photos shared to the #canvass-shifts Slack channel and highlight canvassers hitting the streets and interacting with the public. **Example Posts:**
**Language Ideas:** * Our crew is out gathering signatures together to build a pro-animal future. * Animals can’t vote, but we can! * Let’s evolve towards a cruelty-free food system. * We love meeting so many of our neighbors who care about animals. * Thank you to \[[X number of voters](https://proanimal.org/progress/)] who have already signed to get these causes on next year’s ballot. * Come join us if you want to help make history for animals here in Denver. ## Community Socials Posts about upcoming or recent community events, along with an invitation to join our next social. **Example Posts:** ![](/files/37NPjemzfP44tZr0Aw1U)![](/files/OEnUzqULt3uQ1Varb44O) **Language Ideas:** * Looking to be part of a community of activists standing up for animals? Look no further. * We have reached \[[X signatures](https://proanimal.org/progress/) or % to goal] so far thanks to the hard work of this crew. * If you’re looking to connect with other animal lovers, eat a delicious & free plant-based meal, and help make history for animals, this is your chance! * Come hang at our next social. All are welcome! ## News Stories Sharing or resharing any positive news coverage of our campaign can help build confidence in our mission and show our cause gaining traction. **Example Posts:**
**Language Ideas:** * For a written article, the caption could be a blurb from the published piece. * Many people actively bury their feelings about the suffering animals endure. As a result, nobody realizes that everyone else is feeling the same dissonance. * We may not have much power as individual consumers, but this measure gives voters a chance to improve things together. * Together as citizens we can move away from abusing animals. ## Community Support & Local Causes Posts about PAF’s attendance or involvement in public or community-based events, as well as our alignment with other causes, organizations, or businesses.
**Language Ideas:** * Abundant plant food and meat alternatives are widely available, while millions of Americans thrive eating animal-free. * We can be on animals' side while protecting our climate and ending the trauma of slaughterhouse work. Our measures are pro-animal, pro-climate, and pro-human. * Globeville in Denver is the most polluted residential zip code in the US (ATTOM Data Solutions), and this lower-income community is the only part of Denver with a slaughterhouse. * The slaughterhouse, which sits right on the South Platte River, has been in violation of the Clean Water Act for 3 years, failing to report how much pollution it’s emitting. (EPA) * Slaughterhouse workers face high rates of injury and depression. (2023 Literature Review, Sage Journals) ## Positive Animal Photos Avoiding any graphic content, using photos of animals who are impacted by the fur trade or slaughter industry is a good reminder of why we’re pushing for change. Uplifting photos of animals at sanctuaries while describing the typical fate of their species are also a good way to accomplish this.
**Language Ideas:** * *Discuss the animal’s individual traits and personality, their story, what their life looks like vs. the fate they may have avoided.* * Animals headed to slaughter fight back. They scream, kick, and attempt to run, and some are lucky enough to escape. When they do, they often end up at sanctuaries where they are cared for like family, and they will never be slaughtered. * If you have an emotional reaction to seeing footage of animals suffering in slaughterhouses \[or fur farms], that’s a good sign that you’re a human being. * We should listen to that compassion, because it’s a hallmark of our humanity. This initiative is on the right side of history. * To visit an animal sanctuary is to step into a future where we give all animals the freedom they deserve. Now, voters have a chance to bring that future one step closer. ## Progress Towards Goals Showing progress towards our goals such as signatures for ballot qualification may be motivating to current and potential volunteers, and highlights public support for our cause. \ ![](/files/rBnkI4fhtkKCIM1iM9oA) ![](/files/pIH50wyKCYqaeLsenOuL)
**Language Ideas:** * Look how far we’ve come! Thanks to the hard work of our team of canvassers, we have officially passed the \[X] mark for our \[fur/slaughterhouse] ban. * Come help us cross the finish line to get these pro-animal measures on the ballot. * Thank you to everyone who has been out there gathering signatures! When we pass this historic legislation for animals, you all will be able to look back and say “I did that. We did that.” ## Related Activism & Coalition Support Reposting or posting about related causes shows the bigger picture of our campaign and how we fit into the broader spectrum of change. *\*\*Note: Please share your ideas for these types of posts in advance to have a Pax Fauna partner approve it to make sure the cause aligns with our organization’s values.*\ ![](https://lh5.googleusercontent.com/u-yWqQZqDQP3yxkAVfqj8TAKthzhBxzOPs0oAvbJBnGobwx_jt73XAcpdBYiafEChZemJDHMWIc_le39oONWzqKozmcDA-41jaI8QmdtoMCaPGFiMnkSoQe05tbN1_8uNte6deY2l6X1eYXn_nlbej4) **Language Ideas:** * *Include a description and photo of the related cause or measure.* * We love to see other groups from around the country fighting for pro-animal legislation. * It’s amazing to see the strides being made in the fight for a better future for animals. * We will be cheering on \[group/cause name] from afar! ## Memes Using humor to make a point can be extremely effective. You can easily [create original memes ](/for-organizers/campaign-guides/social-media-guide/technical-guide/creating-memes)using the [Mematic](https://docs.google.com/document/d/1UMZaOZJs0-KdWZ28jj43rE8FNy1m7GTS6fJKA-7U-Tg/edit#heading=h.ns52f15l68li) app. \ ![](https://lh4.googleusercontent.com/Hc2k53HQBhzv-h1LEMtKYQic3tbUBhstzG5XNkE2nzjNqRffD5GtPOeKQylbdj_tLb1IqkGqE1kLIUWpeXjnKtPV9KTZuKBTHv0sJ2heIHeqERCm11mY9vbcnMj1HZnFYHHeW71GR3uPE_kI9kc1WSw) ![](/files/KFjZF6lGzWkUzhVuXmDO) ## Activist Spotlight For our community newsletters, we have asked activists who are interested in being featured to fill out a [Google form](https://docs.google.com/forms/d/1fqTI9mPzYIZsCaEd4i8yEY4eQ1_N-tANVKPf1mENyDs/edit). It would be great to also feature these folks in a social post! You can find their responses to the form in the hyperlink above, or in the newsletter if it’s already been sent.
## Your Own Creative Ideas! While this list presents some suggestions around the types of posts most conducive to building support for our campaign, we encourage you to get creative! Feel free to experiment with different ways of building support and awareness for our mission.
# Representing PAF Online This section provides some direction on how best to represent PAF on our social channels. ### Table of Contents: [**Messaging Guidance**](#messaging-guidance) [**Do's and Don'ts** ](#dos-and-donts) [**Engaging with Other Content**](#engaging-with-other-content) ## Messaging Guidance **Here are a few things to consider when posting to PAF’s social channels.** 1. #### Ensure Accuracy and Credibility If you plan to share any facts or statistics, you are encouraged to fact-check, provide reliable sources where needed, and share the lower end of a statistic for the sake of accuracy. Misinformation can harm the campaign's reputation and credibility. 2. #### Use a Positive and Inclusive Tone Please avoid any negative or divisive language that could alienate potential supporters. A respectful and constructive tone when posting or having online discussions will resonate with a wider audience and is more likely to be persuasive. 3. #### Focus on Visual Storytelling Visual content (photos, videos, reels) that include people or animals tend to get the best engagement, and can be used to tell our story effectively. People especially love to see other people, so it’s great to include photos and videos of our community members in as many posts as possible. You can find some good ones in our Slack channels! 4. #### Make a Call to Action While persuading people of the importance of what we’re trying to accomplish is key, we also want to share how to channel their support into action. Examples: * “Come join our next campaign social.” * “Help us make history for animals!” \[link to [proanimal.org/volunteer](https://proanimal.org/volunteer)] * “Donate to support our fight for animal freedom.” \[link to [proanimal.org/donate](https://proanimal.org/donate)] * “Be a pro-animal voter \[sign our petition / vote yes].” \*\*Include relevant links where possible to make it easy for people to take action! On Instagram, you can include a link in a story, and on Facebook it’s best to link in a comment. You can also add links into your images by using the QR code app in Canva. ## Do’s & Don’ts **A quick list of what to do and what not to do when posting to PAF channels.** | | | | -------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------- | | **Do:** | **Don’t:** | | Check to see if something has already been posted or is [scheduled to be posted ](/for-organizers/campaign-guides/social-media-guide/technical-guide)that day. | Post on the same day another post has been made or is scheduled. | | Review PAF’s [style guide](https://handbook.proanimal.org/for-organizers/style-guide). | Post things that are not in line with our organizational voice, brand, or guidelines. | | Use images of groups of activists in our community and tag them. | Make posts talking about activists by name or highlighting them specifically without their approval. | | Get feedback from PAF leadership before posting in support of other causes. | Make posts supporting causes that haven’t been vetted by our team. | | Consider cultural sensitivities, even when posting something that may seem harmless, such as celebrating a holiday. | Post about specific cultural practices, identities, or holidays without running it by PAF leadership. | ## Engaging with Other Content **Liking or commenting on other posts helps to boost our engagement and broaden the reach of our account.** Here are some things to keep in mind when interacting with other posts and accounts. | **Do Engage With:** | **Don’t Engage With:** | | --------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------- | | Content that we are tagged in, unless it appears controversial or unrelated. | Content that is obviously divisive or highlights a particular human-specific political stance. | | Content from activists supporting our measure or other pro-animal causes. | Content that is non-inclusive or mean-spirited (e.g. making fun of meat-eaters). | | Posts that appeal to the vegan community while not alienating the general public. | Too many posts specifically related to veganism or diet change. | # Social Media Quick Reference Guide A brief overview of the differences between each social platform and content type, plus some hashtag ideas. ### Table of Contents: [**Navigating the Different Platforms**](#navigating-the-different-platforms) [**Facebook & Instagram Content Types**](#facebook-and-instagram-content-types) [**Hashtag Suggestions**](#hashtag-suggestions) ## Navigating the Different Platforms A quick overview of the differences to note between the social platforms where PAF has a presence. You'll want to vary your post captions between platforms to fit the content style, tone, and number of hastags.

ContentToneHashtags
FacebookLonger captions work well here, and you can share a variety of visual content and links.Informal, conversational, and inclusive. This platform has the widest age range of users.Use sparingly (2-3 is plenty).
Instagram Aesthetics are key. Prioritize high-quality images & videos. No links (except on stories).Keep captions somewhat brief and sharp, with the focus on the visual content.More hashtags = more reach (~20 is ideal).
TwitterBe succinct and clear, as there’s a strict character limit (280 characters). Visual content and links can be easily shared.Fast-paced and conversational. Humor and wit are appreciated.No more than 2. Character limit also applies to hashtags.
TikTok
## Facebook & Instagram Content Types Facebook and Instagram offer a few different content types to consider when making post. Here’s a quick breakdown of the differences. | **Post** | Posts are permanent and will appear on PAF’s profile, as well as in the news feed. These are the most common type of content featuring a photo or video along with a caption. | | -------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Story** | Stories are vertical, full-screen photos and videos that disappear after 24 hours. They appear at the top of the platform/app interface rather than in the news feed, and can include interactive tools like stickers and links. | | **Reel** | Reels are vertical formatted videos that post to PAF’s profile and appear in the news feed. This is a great tool for reaching people who don’t currently follow us. | | **Live Video** | ‘Going live’ creates a live stream that appears next to ‘Stories’, and is uploaded to PAF’s profile when streaming ends. Followers of the account are also notified of live streams as long as their notifications are turned on. | # Technical Guide This section provides technical how-tos for posting to each social platform, scheduling posts, and creating graphics and memes. **Here are the articles in this section:** | [**Posting to Facebook & Instagram**](/for-organizers/campaign-guides/social-media-guide/technical-guide/posting-to-facebook-and-instagram) | | ------------------------------------------------------------------------------------------------------------------------------------------- | | [**Posting to Twitter (X)**](/for-organizers/campaign-guides/social-media-guide/technical-guide/posting-to-twitter-x) | | [**Creating Graphics**](/for-organizers/campaign-guides/social-media-guide/technical-guide/creating-graphics) | | [**Creating Memes**](/for-organizers/campaign-guides/social-media-guide/technical-guide/creating-memes) | ### ### # Posting to Facebook & Instagram How to access PAF's accounts, create posts, and schedule posts for Facebook and Instagram. If you are regularly helping out with PAF social media posts, you may be added as an admin to our Facebook Business page. From here, you can access [Meta Business Suite](https://business.facebook.com/), where you can easily schedule posts and stories for both Facebook and Instagram. ## Getting Started as a Facebook Page Manager 1. If you have been invited to be a page administrator, you will need to accept the invitation. You will receive the invite via your personal Facebook account. 2. Once you’ve accepted the invitation, you will be logged in as PAF. To switch between your personal account and PAF, you can click on the profile icon in the top right corner, then on the icon surrounded by arrows. ![](https://lh6.googleusercontent.com/B535O0YjsV9bZm33Blc31PjteJSw5pyU65cz2RWNsKbqiYdXBoSbJZB1zTNwoyMcKMOxSeOgHL1I4igTcrEcI0edYx_6xjgCupvT9P4HM4J8RgnQ-UNmYUczdfPj2C7X_cyuz1Lr-KoGpEUuxrclka4) ## Creating Posts with Meta Business Suite [Meta Business Suite](https://business.facebook.com/) allows you to create and schedule posts and stories for both Instagram and Facebook. Here’s a quick overview of how to create posts using the platform. 1. Once logged in to [Pro-Animal Future’s Facebook page](#getting-started-as-a-facebook-page-manager), you can navigate to [Meta Business Suite](https://business.facebook.com/) by clicking the link in the left-hand sidebar on the home page. ![](https://lh3.googleusercontent.com/sDy9GjKkZGV7lsK0Dfs5Pv56UTCQkMAMEi3hbdVcCGH844wm_9ROw266J76ybEDAuBSBaGpUgNu4JycFGVqxTZngjIx59cVGNC7_XJ7r3MUa2D1ASEmY2shCvO7iXwMjp8AmKmBbblYrSYinf_i9FLY) 2. Once in Meta Business Suite, you’ll select “Planner” from the left-hand sidebar of the home page. This will take you to the tool that allows you to schedule posts.
3. From the ‘Planner’ view, you can see all posts and stories that have been scheduled for the week in a calendar view format. 4. Create a new post by either selecting one of the post options in the upper right-hand corner, or by clicking anywhere within the column of the day you’d like to post.
5. You’ll be redirected to a page where you can create and schedule your post. Under “Post to” at the top of the page, click the dropdown menu to ensure both Facebook and Instagram are checked (if you plan to post to both).
6. Create your post: * Add photos and/or a video. * Write a caption. * Select “Customize post for Facebook and Instagram” if you want to slightly alter the caption between platforms or add more [hashtags](https://docs.google.com/document/d/1UMZaOZJs0-KdWZ28jj43rE8FNy1m7GTS6fJKA-7U-Tg/edit#heading=h.p6hnwxtmezk8) to your Instagram post (this is recommended). * Preview your post on the right-hand side of the page, and toggle between a Facebook and Instagram feed preview using the dropdown.
7. [Schedule your post.](#scheduling-posts-with-meta-business-suite) ## Scheduling Posts with Meta Business Suite 1. Check the [Planner](https://business.facebook.com/latest/content_calendar?asset_id=107493662324380) in Meta Business Suite before scheduling your post. This can be found in the left-hand sidebar of the home page. Be sure to schedule your post for a day that doesn’t already have scheduled content.
2. After creating your post, scroll down the page to find the “Scheduling options” section. Make sure that “Schedule” is selected rather than “Publish now”. 3. Select the day and time you’d like to schedule your post for both Facebook and Instagram. * You can click the “Active times” button to see recommended times to post based on when our audience is most active.
4. Click the blue “Schedule” button at the bottom of the page once your post is ready. # Posting to Twitter (X) How to create and schedule posts for PAF's Twitter (X) account. 1. Log in to Pro-Animal Future’s Twitter account using the credentials provided. *Reach out to a PAF partner if you need the login info.* 2. Click the blue “Post” button at the bottom of the left-hand navigation menu, or start creating your post in the box found at the top of the home page that says “What is happening?!” 3. Create your post in the pop-up box. * Add a caption by typing in the box where it says ‘What is happening?!’ * Add a photo, gif, poll, or emoji in the media menu at the bottom left.
4. Click the blue ‘Post’ button to post to PAF’s feed immediately, or select the calendar icon from the media menu to schedule your post for later.
5. If scheduling, you can enter in the desired day & time for the post in the window that pops up after clicking the calendar icon. * You can view already scheduled tweets by clicking the “Scheduled Tweets” link at the bottom of the window. If you see a tweet that’s already been scheduled, be sure to schedule yours for a different day.
6. Click "Confirm" to schedule your post. # Creating Graphics How to use Canva to create graphics for PAF's social media accounts. Canva is a graphic design tool that we use to create campaign graphics, including images for social media. We have a variety of templates that can be used in the creation of PAF posts! ## Getting Started with Canva 1. If you will be helping out with PAF social media posts and need access to our Canva account, please reach out to a PAF partner to grant you access. 2. Once you’ve been added to our team account, you’ll receive an email with login instructions. 3. After following the prompts, you’ll reach the Canva home page. From here, you can: * Review existing projects * Create a design * Search for content and templates * Upload your own content
## Creating Social Media Graphics This section provides guidance on how to create a social media graphic using Canva. 1. Get started creating your own graphic in Canva by selecting ‘Create a Design’ from the home page. *\*Note: You can also select the ‘Social Media’ template from the home screen to get started, then select the type of social media template.*
2. Select the type of graphic you are looking to create from the dropdown list. * If you’re not sure what template to choose, it may be helpful to check out our quick reference guide on [Facebook & Instagram content types](/for-organizers/campaign-guides/social-media-guide/social-media-quick-reference-guide). * *\*Note: If you are creating a graphic for both Facebook and Instagram, choose ‘Instagram Post (Square)’ as Instagram has stricter sizing requirements.*
3. After selecting your design type, a new page will open with your design. All of the design tools you’ll need can be found in the left-hand menu bar. 4. Select ‘Brand’ to find all of PAF’s brand-specific design elements. (\*Note: If it says ‘Pax Fauna brand kit’ below Brand Templates, make sure to toggle to ‘Pro-Animal Future’.) * Under ‘Brand Templates’, you can select an existing PAF template to edit. * You can also find PAF’s logos, color palette, as well as images, graphics and icons you can use in your design.
5. Drag and drop the desired design elements from the menu bar over to your design on the right. * Resize and move your design around as needed. 6. Click on elements in your graphic to format them further. Use the menu that appears at the top of the screen for formatting. * For text and graphics, select the color formatting tool to find PAF’s color palette. This will allow you to easily find and use PAF’s brand colors.
* Click “Position” to arrange layered text and images. Drag the layers in the order you want them in, with the first layer being the one in front.
7. Once finished, click the “Share” button in the top right, select the file type and size when prompted on the next screen, then click “Download”. * *\*Note: PNG is the recommended file format.*
8. Your graphic is now saved in your downloads. You can upload it to social media from there! # Creating Memes How to use the Mematic app to create memes for PAF's social media accounts. While there are many options, a great tool for creating memes is Mematic, which is a free app! You can find it in the App Store or Google Play store. This section includes instructions on how to create memes using the app. ## Using Mematic 1. Open the app and look through the options on the home page to get started.
2. Choose a meme template from the layouts at the top of the home page. 3. Click anywhere on the blank image screen to get started creating your meme. 4. In the image options screen that pops up, select ‘See All’ next to the Memes section to review and search all available memes. 5. Select a meme, and add text, captions, and additional formatting using the bottom menu bar on the next screen.
6. Toggle to the ‘Export’ option in the bottom menu. In the Export menu, select ‘Remove watermark’ to remove the Mematic watermark, then select ‘Save’ to save the image to your phone.
7. Your meme is now saved in your photos. You can upload it to social media from there! # Resources A list of resources to help you get a feel for PAF's style and branding, source post ideas, create an effective story and design, and get technical help. | [**PAF Style Guide**](https://handbook.proanimal.org/for-organizers/style-guide) | Comprehensive instructions for representing Pro-Animal Future, visually and verbally. | | ------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------ | | [**Branding & Design Assets**](https://drive.google.com/drive/folders/15DZl-RDdKTMyJC5q2knwyCqyI6NRcFYR) | Google Drive folder containing all of PAF’s icons and banners, in case you need them for a graphic design you are making outside of Canva. | | [**Community-Sourced Social Media Ideas**](https://docs.google.com/document/d/1IcOm3FhddCuLJyLQfieyApEzUfE0XnVUftF9Jr7Ww6M/edit) | A document where anyone in the community can add their post ideas for our channel. | | **#social-media Slack Channel** | Slack channel where the PAF community can support each other’s social media use and share ideas of what to post. | | [**Canva Design School**](https://www.canva.com/designschool/) | Courses and tutorials on how to use Canva and build your design skills. | | [**Canva Help Center**](https://www.canva.com/help/) | Search help topics and find articles on how to solve technical problems while using Canva. | | [**Storytelling Guide**](https://docs.google.com/document/d/1pmcb0tf6CMXTsNwzUta-ip-mbnOML7yCae0nsOEmKBw/edit#heading=h.nggc7ngk464a) | Guidance on how to tell PAF’s story using effective messaging and narratives. | # Press Outreach Guide How to leverage the power of the media to build public awareness and support for the campaign. ## Table of Contents [**Getting Started**](/for-organizers/campaign-guides/press-outreach-guide/getting-started) [**Media Relations**](/for-organizers/campaign-guides/press-outreach-guide/media-relations) [**Creating Compelling Media Content**](/for-organizers/campaign-guides/press-outreach-guide/creating-compelling-media-content) [**Pitching the Press**](/for-organizers/campaign-guides/press-outreach-guide/pitching-the-press) [**Handling Interviews**](/for-organizers/campaign-guides/press-outreach-guide/handling-interviews) # Getting Started How to lay the groundwork for an effective press strategy, create a media plan, and prepare a press kit. ## Table of Contents [**Developing a Press Strategy**](#developing-a-press-strategy) [**Preparing a Press Kit**](#preparing-a-press-kit) ## Developing a Press Strategy ### 1. Consider Campaign Objectives Think about any long-term press strategies you’d like to employ, such as focusing on a particular angle that has polled well with voters (e.g. harm to workers), and consider how to weave that into your press outreach throughout the campaign. It’s also important to think about your publicity goals for each phase of the campaign.
### 2. Focus on Target Audiences Consider the key demographics and communities you want to reach through the press, focusing on persuadable voters. Think about which publications best reach these demographics, and prepare messaging that’s shown to be effective for that group. Our [audience profiling project](https://www.canva.com/design/DAF0dL69L0I/JLfnfwqt68TqGc8zVMdkbg/edit) includes specifics around our persuadable audience, including demographics, key issues, and preferred messaging.\ \ ![](https://lh7-us.googleusercontent.com/n4gcd6a-UUW6E9SB3FQDhpkiVXe-OdhAt8ic7U4kkazoWc0MulAeJPpJHUkC7bZ1pKsQ7AiUKP_q2PAPJXyREaMRwVm7b4KYJ_p61Hn0V1Cmu5-LDdKhYyPml45_DpT_qL_nWX5CEcui1WGsB-Fn6Gs) ### 3. Use Key Campaign Messages Craft concise, compelling messages that both align with the campaign’s goals and resonate with target audiences. Consider which [messaging frameworks](https://docs.google.com/document/d/1Um4dLWS3rX64jhVX8vwV07rdrlZFNjp3m86KIy36bQk/edit#heading=h.a4kfcrhfgoui) will be most effective with the specific demographics you are trying to reach through the press.
### 4. Create a Press Timeline Develop a timeline for your press outreach activities, aligning them with key milestones of the campaign. Advisories and press releases should be sent out for all major campaign milestones, as well as other campaign-adjacent events such as protests.
### 5. Analyze the Media Landscape Research which media outlets, journalists, and influencers have a significant following in the community where the campaign is running, and particularly those that will best reach your target audiences. ## Preparing a Press Kit How to get ready for a media event by creating a press kit with templates, graphics, and photos to make sure you’re ready for press outreach. ### What should your press kit include? Each linked [template](https://drive.google.com/drive/folders/1eGiol_kAWSUzZXHZ5HOEEKFHGOfnT-ta) directs to an example PAF press outreach document, which can be copied (Right click > “Make a Copy”), customized and used for your own press outreach. #### 1. [**Media Advisory**](https://docs.google.com/document/d/107XhU9izXjcX5i4uX0sKzKBHw_2qd_-wi-i383cmCxQ/edit) A media advisory is used to invite local reporters to cover an upcoming event such as a rally, protest, or political milestone such as ballot submission. Your goal is to preview the upcoming event to reporters, make it sound interesting and newsworthy, and persuade the press to cover the event. * **Focus:** Journalists want visuals and ‘characters’ through which to tell their stories. Suggest things that they could see at the event, potential photos that could be shot, and any people of interest that will be present (e.g. an expert that can be interviewed, a former slaughterhouse worker, etc). * **Timeline**: An event should be pitched \~2 weeks in advance so journalists can prepare to attend. #### **2.** [**Press Release**](https://docs.google.com/document/d/1wWKlVUjbaeuRKA_y9tAGIqAHeJCAYzbS9HmxYceDY7A/edit) A press release is an official statement delivered to members of the media to get them to pick up a story that has already happened. * **Focus:** It’s used to provide information, create an official statement, or make an announcement directed for public release. Your press release may be published word-for-word, so make sure you tell your story in the exact way you want it to be presented. * **Timeline:** A press release details current or past events, and should be sent to your press list ASAP. For particularly compelling stories, providing outlets with a breaking story as it’s happening can be more enticing for them to cover. #### 3. [Campaign Media Folder](https://drive.google.com/drive/folders/1kp4UpHc9pzi6Hv4EcnxDZCmny66hQj8c) Having easily accessible photos and videos of the campaign (ie. petitioning in action, submission of ballots, protest photos, etc.) helps facilitate press submissions, as including photos more effectively captures the media’s attention. Sorting them into folders helps when trying to find photos of specific events. #### 4. Press Page You should have a “Press” section on the website that you can direct journalists to that will show all of the coverage we have received. Separately, it’s helpful to create an internal spreadsheet to track all pieces published in regards to the campaign, including opposition. You can find a pitch timeline that lays out when you should be sending your press outreach on the **Pitching the Press** page. # Media Relations How to build & manage a press list, and foster strong relationships with members of the press. ## Table of Contents [**Building a Press List**](#building-a-press-list) [**Building Media Relationships**](#building-media-relationships) ## **Building a Press List** How to get started with building out a press list for your region, and keeping it organized to maximize effective outreach. Create a regional-specific tab in PAF’s existing press list to keep track of press contact information in your area. You can reference this list when contacting publications with proposed stories or opinion pieces, and when sending out media blasts. The PAF press list also contains national outlets, but more should be added as we expand our press relationships. ### Key Information to Capture | **Journalist Name** | **Media Format** (radio, newspaper, TV, etc) | | ---------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------- | | **Journalist's Title & Beat** | **Key Audience / Publication Theme** | | **Outlet Name** | **Opinion Section** (include column to indicate if opinion pieces are accepted) | | **Outlet / Journalist Contact Info** | **Important Notes** (related publications, established relationships, etc.) | | **Location** (local, national, or international publication – and specific region) | **Additional Info** (social handles, about pages, etc. for more intel on the journalist) | ### Target Beats These are the topics that most closely relate to our pro-animal campaign work, so finding journalists with these types of beats should be of focus when building your press list. | **Animal Rights & Welfare** | **Social Justice & Activism** | | --------------------------- | ----------------------------- | | **Politics** | **Legal Affairs** | | **Environmentalism** | **Local News** | ### Generating Press Contacts Building your press list requires some up-front research to identify target outlets and journalists to pick up campaign coverage and opinion pieces. 1. **Research local outlets.** Look into all local publications for your region, including smaller outlets and even school newspapers. You can start by googling “local news \[City]”, navigating to outlet websites and finding their “Contact” section where you’ll typically find a contact form or general submission email address that you can use to submit stories for consideration. Make sure to include local affiliates for the big four TV networks: ABC, CBS, Fox, and NBC (e.g. Google “ABC Denver”). 2. **Include national outlets too.** Don’t limit yourself to local outlets, as there are many more national options you can include in your outreach. Include pro-animal outlets as well as those that have picked up similar types of stories in the past. Start by searching things like “animal rights news” and noting any outlets that have favorably covered related stories. Any contact information for journalists affiliated with national outlets should be added to the list as we look to expand our reach. 3. **Search for individual names within outlets.** Where possible, try to include the names and contact information of specific journalists for local and national outlets so you can reach out to them directly and build relationships over time. Many outlets get thousands of submissions, so having a direct contact may make it more likely for your piece to be seen and published. * Current event reporters may be listed with titles like “General Assignment Reporter” or “City Editor”, so keep an eye out for those. * In some cases, journalists will have their contact info linked in their bio on the outlet’s website. If not, try searching Twitter, LinkedIn, or Google, or use [RocketReach.co](http://rocketreach.co), which is free for limited use. 4. **Look for sympathetic journalists.** Search around to see which journalists have published neutral to positive stories about animals in the past and may be more likely to give us favorable coverage. In [Google News](https://news.google.com/home?hl=en-US\&gl=US\&ceid=US:en), try search terms like “animal cruelty”, “farmed animals” or “animal rights”, but also consider those who have published stories that may be adjacent to our work, such as environmental protection or workers’ rights. We generally want to pitch to journalists whose [beat](https://docs.google.com/document/d/1LSxfnOpV-Ceg_7PYBBb24AfEb3D_OGuFn9E14XqpG5s/edit#heading=h.9zykzwj41p37) lines up with our campaign. 5. **Set press alerts.** Navigate to [alerts.google.com](http://alerts.google.com) to get daily updates on any news stories that include specified keywords. These updates will be sent to your email. Take note of the outlets and journalists providing coverage on the campaign, or related coverage, and ensure they are included in your press list as someone to reach out to with stories in the future. Keywords could include: * Names of local PAF leadership * Opposition names * Pro-Animal Future * \[Denver] ballot * Fur ban / slaughterhouse ban * Journalist names ### Organizing Your Press List Maintaining an organized, up-to-date list of press contacts helps ensure you can get your story into the right hands. Once you’ve built your press list, it requires ongoing maintenance to ensure it continues to grow, stays updated with current contact information, and is structured in a way that is useful. Below are some suggestions for how to organize your list with different spreadsheet tabs or filters based on core uses. | Key Press List Uses | Press List Organization | | --------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **Targeting specific journalists or outlets** to pick up particular stories. | **Create spreadsheet filters** so you can sort contacts by location, format, audience, or beat. Target your outreach to certain media types, beats, locations, audiences, etc. | | **Sending blasts** to large numbers of local and national outlets when trying to get a story picked up. | **Filter for press release & advisory contacts** so you can easily grab all email addresses when sending a blast. | | **Identifying outlets** to submit opinion pieces to. | **Filter for publications with opinion sections** so you can narrow your list to see only outlets that regularly publish op-eds and letters to the editor when considering where to pitch an opinion piece. | | **Outreach to non-traditional outlets** (such as influencers or podcasters) to secure partnerships and broaden reach. | **Filter or separate tab for alternative outlets** that may host or feature us, or promote our campaign in some way (e.g. podcasters, bloggers, influencers). | ## Building Media Relationships #### **1. Start by reaching out to journalists you admire.** If you read a piece you enjoy, send a message to that journalist to share what you liked. Showing a genuine interest and admiration for someone’s work is flattering, and is a great way to begin building rapport. #### **2. Research journalists before getting in touch.** Search Google and Twitter with journalist names to see what they have published recently. An understanding of their body of work can inform your outreach style and equip you with talking points. #### **3. Use Twitter to build rapport with media contacts.** Journalists tend to be very active on Twitter, so tweeting at them, retweeting their content, or direct messaging them is a great way to reach desired media contacts. Tweet them to compliment a story you just read, ask a question, or nicely refute an argument in order to spark up a conversation. #### **4. Leverage existing connections.** If you build a strong relationship with a journalist or someone with press connections, see if they would be willing to make introductions to other journalists or provide insights that may help you pitch to others more effectively. #### **5. Set a coffee meeting or virtual call.** Ask the journalist if they’d be open to meeting so you can learn more about them or their industry. Journalists are always looking for ways to build sources in the communities they report on, so this could be mutually beneficial. #### **6. Give certain journalists first priority on stories.** If there are any particularly respected journalists that you feel would cover the story well and in a sympathetic light, reach out to them first so they can get the story out before other outlets. This not only helps build a relationship with that journalist, but it helps to shape the narrative for subsequent coverage. #### **7. Consider what you can offer them**. When reaching out to journalists, it’s important to think through what you can offer them in terms of serving their audience or doing the legwork on putting together great stories by providing compelling angles, key facts, spokespeople, great visuals, etc. The easier you are to work with, the more likely they’ll be to want to work with you. # How to Write a Pro-Animal Opinion Piece This guide provides instructions and suggestions for writing an effective opinion piece and getting it published. ### **Here are the articles in this section:** | [**Getting Started**](/for-organizers/campaign-guides/press-outreach-guide/how-to-write-a-pro-animal-opinion-piece/getting-started) | | ----------------------------------------------------------------------------------------------------------------------------------------- | | [**Writing Your Piece**](/for-organizers/campaign-guides/press-outreach-guide/how-to-write-a-pro-animal-opinion-piece/writing-your-piece) | | [**Editorial Process**](/for-organizers/campaign-guides/press-outreach-guide/how-to-write-a-pro-animal-opinion-piece/editorial-process) | | [**Submission**](/for-organizers/campaign-guides/press-outreach-guide/how-to-write-a-pro-animal-opinion-piece/submission) | # Getting Started The opinion pages are one of the best-read sections of any publication, offering a valuable platform to influence voters. This article provides guidance on how to write your own piece. ## Table of Contents [**Intro to LTE's and Op-Eds**](#introduction-to-ltes-and-op-eds) [**Pre-Writing Checklist**](#pre-writing-checklist) [**Templates & Examples**](#templates-and-examples) [**Ghostwriting**](#ghostwriting) ## **Introduction to LTEs and Op-Eds** There are two basic forms of opinion pieces: letters to the editor (LTEs) and Op-Eds. Here is a quick breakdown of each.
Type Letter to the EditorOp-Ed
DescriptionA letter sent from a reader to a publication in response to discuss an issue of concern or comment on a recent piece. Some of these letters are published in the opinion section. An opinion-based piece on a relevant issue that is published separately from the editorial section. These can be written by columnists or guest writers with a unique perspective.
LengthConcise and to the point, ~200 words.Longer and more in-depth, ~600-800 words.
SubmissionSubmissions are welcome from any reader. Anyone can write and submit one of these, anytime!

If you would like guidance in writing and submitting a letter, you can reach out to PAF Press Lead, Olivia Hammond.

Submissions are carefully scrutinized by the editorial team, who often have limits on how many pieces they'll publish on a single topic.

Because of this, we ask that you please coordinate with PAF Press Lead, Olivia Hammond, before writing.

## Pre-Writing Checklist Here are a few key things to keep in mind before getting started on your piece. * [ ] **Decide what type of piece you're writing.** Are you planning to write an LTE or Op-Ed? If an LTE — write away! If you'd like to write an op-ed, please reach out to PAF Press Lead, [Olivia Hammond](mailto:undefined), to coordinate on topic, publication, and submission. * [ ] **Pick a timely topic.** Most outlets only publish pieces that are relevant to the current news cycle. If you're responding to a specific story, be prepared to submit your piece ASAP — ideally just a few days after the original piece — while the topic is still relevant. * [ ] **Consider length.** Keep general word count limits in mind before beginning your piece. Aim for the shorter end of the limit (\~200 for LTEs, \~600 for Op-eds) to keep your publication options only, or choose an option from [this document](https://docs.google.com/spreadsheets/d/1r0hpm3MMdD-Xao875GktcTSdz0-S2sjqYnxOjxLRZt8/edit?gid=162745368#gid=162745368) outlining word count limits for key local publications. * [ ] **Choose a publication.** Pick a target outlet that will be a good fit for the angle you’re taking, then think further about the specific audience you’ll be able to reach through that outlet and what you can convince those people to do. Keep this audience in mind as you write. * [ ] **Find your angle.** Identify a unique perspective you could bring to the conversation, such as any specific expertise or community ties. Offer fresh insights or address potential counterarguments to your stance. ## Templates & Examples In order to help you get started, here are some basic templates for each type of opinion piece, as well as some great examples of published pieces to use as inspiration. ### LTE Template *To the Editor:* ***Opener:** Opening hook, followed by a reference to the article or recent news you’re responding to (i.e. With respect to the article “TITLE”). Support or refute the opinion or decision in question, and state your position.* ***Body:** Explain your stance, including your ties to the issue and why you are speaking out. Add supporting details and explain why other people should care too. Use data, statistics, and/or illustrative examples to back up your claims.* ***Call to Action:** Propose a solution and make a call to action. Clearly outline the urgency of the situation and what is at stake if no action is taken. Describe the possibility for change if we do act.* ***Conclusion:** Recap your point and include specific information on how readers can get involved.* *Sincerely,* *\[Name]* ### Op-Ed Template Heading Title Date Author / Credentials ***Opener:** Use a captivating opening to engage the reader. You could lay out a shocking visual or use a powerful story - there are many ways you can grab the reader’s attention. Establish the problem, and the ways in which it directly impacts the reader or their community. Lay out why this argument is timely and why the person reading should care right now.* ***Body:** Over the next few paragraphs, present the problem and argue several supporting points. Use data and statistics to show your claims have merit, and cite powerful examples to bring your argument to life and evoke an emotional response from the reader. Then, provide some hope. Lay out your proposed solution and describe what the future could look like instead if we choose to combat the stated problem as a community. If there is a common counterargument, it may be useful to address and refute it here. You may also want to briefly describe who you are, what efforts you’re making, and why you’re in a position to share your opinion.* ***Conclusion:** Describe what steps can or are being taken to address your points, or perhaps how you or others have already started working towards a solution. Include a memorable detail or story to leave readers with. Echo your opening statement and summarize your argument. Conclude with a call to action, compelling readers to be a part of this change and providing details on how.* ***Personal details*****:** *Most publications require a quick description of the author to add to the end of the piece, including why they are uniquely qualified to share their opinion. Maybe you know a lot about the topic, are part of a community that is impacted, etc. Many publications also require your headshot with submission.* ### Examples of Published Pieces
Published PieceTypePublicationAuthor & Organization
A Native American Perspective on Denver's Proposed Fur BanOp-EdWestwordKayla Begay, Pro-Animal Future
I worked at a slaughterhouse in Denver. I’m asking you to ban themOp-EdThe Denver PostJose Huizar, former slaughterhouse worker
Ballot measure gives Denver a choice the meat industry seeks to denyOp-EdColorado NewslineCrystal Heath, Our Honor Vets
Bird flu is our warning to end factory farmingLTEDaily CameraDani Withaar, Pro-Animal Future
A pro-animal pleaLTEDenver PostCade Branyen, Pro-Animal Future
Animal cruelty has no place in OregonLTEThe BulletinTamara Drake, Animal Wellness Action
# Writing Your Piece This section provides suggestions on how to make your piece compelling, and how to use ChatGPT to support your writing process. ## Table of Contents [**Telling Your Story Effectively**](#telling-your-story-effectively) [**Using ChatGPT to Support Your Writing Process**](#using-chatgpt-to-support-your-writing-process) ## Telling Your Story Effectively Here are a few suggested tips in order to help your story come to life. This is primarily for use in writing op-eds since LTEs are typically very short. 1. **Share your unique background.** Are you part of a community that will be impacted by the measures? Do you have an area of expertise that lends itself well to the topic at hand? This is your chance to build credibility as a messenger and emphasize why your opinion should matter to the reader. 2. **Pick a theme.** What is the unique angle you want to present that may get people to look at the issue in a different way? Following a cohesive narrative helps to present a clear perspective. 3. **Speak to readers’ values.** People often make decisions based on their values rather than on facts. Readers will be more likely to be persuaded by something that addresses those values directly (i.e. compassion, integrity, justice, equality, etc.). 4. **Use an inclusive tone.** If your goal is to persuade the reader of your viewpoint, the reader must feel that they are part of the community being addressed. Use inclusive language to show this is about all of us, not just vegans. Avoid any activist jargon. 5. **Consider PAF’s campaign narratives.** Use the research-backed narratives in the [PAF storytelling guide](https://docs.google.com/document/d/1Um4dLWS3rX64jhVX8vwV07rdrlZFNjp3m86KIy36bQk/edit#heading=h.a4kfcrhfgoui) to support your argument. 6. **Write a compelling opening hook.** In order to sway public opinion, you first need to get people to read your piece. Hook them in the beginning by evoking some kind of emotion - outrage, joy, disgust. You could tell a dramatic story, use wit and irony to question conventional wisdom, cite a shocking new study - write something attention-grabbing. ## Using AI to Support Your Writing Process Artificial Intelligence softwares like [ChatGPT](https://chatgpt.com/) and [Claude](https://claude.ai/new) can be used to assist your writing process. It’s important to note that the use of AI works best as a starting point to help lay the foundation of your piece, which should be written using your own compelling points, stories, and personality. ### Creating a First Draft with AI One of the hardest parts of writing is getting started. Here are some step-by-step instructions on how to use AI to help jumpstart a first draft for your piece. 1. **Navigate to** [**Claude**](https://claude.ai/new) **or** [**ChatGPT**](https://chat.openai.com/c/b39d2436-e66c-41b7-a0af-f423b3cff4d5) and follow the prompts to create a free account. *\*Note: In my experience, Claude seems to work better for writing, while ChatGPT has more general knowledge.* 2. **Input your instructions and parameters.** Below is an example of input you could use, but you may want to play around with different inputs to see what types of results you yield. *Please write a \[letter to the editor / op-ed piece] using the following parameters:* * ***Topic:** \[Describe your topic, argument, supporting points you’d like to use, as well as any other details you’d like to include in your piece]* * ***Format:** \[Copy the LTE or Op-Ed template from* [*this section*](/for-organizers/campaign-guides/press-outreach-guide/how-to-write-a-pro-animal-opinion-piece/getting-started#templates-and-examples) *to use as a base.]* * ***Tone:** \[Examples: Formal, informal, persuasive, conversational, critical, informational, upbeat, descriptive, introspective] This depends on your topic as well as your target publication. You can always use multiple!* * ***Word count:** \[# of words]* 3. **Refine the output.** Review your results and request re-writes based on changes you’d like. Ask to refine certain parts of the piece by providing additional instructions around what you want. 4. **Add supporting evidence.** Add in any facts, statistics and examples that you compiled to support your claims. 5. **Polish for clarity and readability.** Polish up the piece and make sure it flows logically with a clear progression. Make sure your point is strong and your arguments are solid. 6. **Personalize your piece** by adding in anecdotes, examples, and some personal flare! AI doesn’t have the ‘human touch’, so you'll want to use the output as a starting point from which to write your piece, adding in your own voice for authenticity. ### Other Ways to Use ChatGPT 1. **Ask for ideas.** If you’re struggling with writer’s block and can’t come up with something to write about, ask AI for some ideas with an input like “What are some topics I can write an opinion piece about related to rights for farmed animals?” 2. **Have it write specific sections of your piece.** Your input could be “Write me an engaging opening hook for the following piece \[input the rest of your piece]." 3. **Teach it to write in your voice.** One way to get a great first draft is to write the first section yourself, clearly laying out the tone of your piece and using your unique voice. You can then ask AI to draft the rest of the piece to match your voice and tone. 4. **Ask to refine weaker sections.** If there is a sentence, section, or paragraph that you feel doesn’t flow well or isn’t as strong as you’d like, ask GPT to rewrite it for you. You could even request synonyms or ask “what is a better way to say \[X]?” 5. **Shorten your piece.** If your piece is too long, ask GPT to shorten it for you. You could say “Please shorten this to \[X number] words” or “can you make this section more concise while still maintaining the key points? \[enter input]”. # Editorial Process Once you’ve completed your draft, you’ll want to revise your piece and solicit feedback in order to get it ready for publication. ## Revision Checklist Here’s a checklist of questions to run through as you edit your writing. * [ ] **Is my point clear?** * [ ] Do I state my argument clearly in the introduction, and does it remain consistent and clear throughout my piece? * [ ] Are all of my examples and evidence in support of this point? * [ ] **Is my piece cohesive?** * [ ] Are my ideas presented in a clear and logical manner? * [ ] Do my paragraphs and sentences flow smoothly? * [ ] **Are my examples compelling?** * [ ] Did I provide sufficient, persuasive examples, evidence, and data to support my claims? * [ ] **Did I cite my sources?** * [ ] Did I fact-check all evidence and use citations? * [ ] While formal citations aren’t necessary, fact sources should be mentioned within the body of the sentence. (Example: According to recent data from Oxford, eating plant-based reduces your greenhouse gas emissions by 75%.) * [ ] **Is my writing engaging?** * [ ] Does my opening grab the reader’s attention? * [ ] Does my closing paragraph leave a lasting impression or effectively call readers to action? * [ ] **Is my language simple and straightforward?** * [ ] Will the average reader understand my wording and the points I’m trying to make? * [ ] Did I use any jargon that may be unfamiliar? * [ ] **Did I proofread my piece?** * [ ] Did I thoroughly check for grammar, spelling, and punctuation errors? * [ ] Are my verb tenses consistent throughout my piece? * [ ] **Is it the right length?** * [ ] Did I follow the general word count requirements for publishing an opinion piece? * [ ] If it’s too long, can I condense the content without losing impact? Once you have revised your piece, you can share it with PAF’s Press Lead, [Olivia Hammond](mailto:undefined), for feedback and to coordinate submission. # Submission Once your piece is ready, the next hurdle is getting it published. This section provides some guidance on landing your piece at a great publication. ## Tips to Get Published 1. Choose the right publication. Identify media outlets that align with your target audience and the topic of your piece by reviewing what types of things they typically publish. Look through their recent opinion pieces to avoid redundancy. 2. Craft a strong [pitch](#pitching-to-publications). Send a concise and engaging message to the editor when submitting your piece. 3. Write a compelling headline. The editor may end up changing it before publication, but it’s a good way to capture their attention and summarize your angle. 4. Submit a polished piece. It should be free of any errors, read smoothly, and rely on credible sources. 5. Have some backups. It’s common for op-eds to be rejected before finding the right fit. Keep refining your writing and targeting other publications. ## Submitting Your Piece When your piece is edited and polished, you can work with PAF Press Lead, [Olivia Hammond](mailto:undefined) to begin submitting it to news outlets for placement by following the instructions below. 1. **Review submission guidelines** for the publication that you’re targeting. You can usually find instructions for submission on their website. Closely follow the instructions. 2. **Include your piece in the body of your email.** If the publication requires you to email your piece rather than filling out a submission form, make sure to include it directly in the body of your email rather than as an attachment. 3. **Make an outreach plan.** Submit your piece to your preferred publication, then follow up to give that editor a deadline by which you’ll begin submitting to other outlets. 4. **Follow up!** Be sure to reach back out to editors if you don’t hear from them to make sure that your submission wasn’t missed. For an op-ed, you should follow up after about a week. For an LTE or time-sensitive piece, you could follow up after about 24-48 hours. 5. **Reach out to other outlets.** If the first outlet doesn’t respond, don’t be discouraged. Repeat the process for the second most ideal outlet, and line up a few other backups. Even the best pieces can see multiple rejections before an editor accepts them, but do take a look at your piece before you submit it again in case you see anything to improve. ### Pitching to Publications In order to get your piece published at an outlet, you need to pitch it to the editor in your submission email. Write a short pitch to explain why your piece is of interest to the publication’s readership, as well as any connection you have to the issue. It can also be helpful to explain why you’re specifically interested in being published at that outlet. #### Submission Email Examples Here’s an example of an email pitch sent to The Denver Gazette with an op-ed responding to a recent news story they published. This op-ed was published by the Gazette. *Hi Gazette editorial team,* *I'm reaching out regarding the Gazette's recent* [*piece*](https://denvergazette.com/news/local/denver-slaughterhouse-ban-economic-impact/article_e4cedf6c-2125-11ef-a251-efbb5115c9ca.html) *on a CSU report which claims that Denver's proposed slaughterhouse ban could cost Colorado's economy $861 million. I lead communications for the proposed measure, and had the study reviewed by several experts who found it to be quite flawed.* *Given the Gazette's commitment to fairness, I wanted to offer a response op-ed that addresses these flaws and provides voters with a more comprehensive perspective on the ban's potential impacts. As the Gazette ran the original story, I'd like to offer it exclusively to you all first, if interested. Let me know!* *Below is a draft of the response. Thank you!* #### Following Up News outlets get buried in emails every day, and may need a nudge to make sure they see your email and consider your piece. It's good practice to provide a deadline so that you can begin pitching elsewhere if you don't get a response. As LTEs are often time sensitive, you'll want to bump them after a day or two. For op-eds, it's best practice to give them about a week unless there are specific time constraints. Below is an example of a follow-up email: *Hi Megan,* *Hope you're having a great week! Just checking in once more to see if you are planning to pick up Justin's piece as our second "pro" op-ed on the slaughterhouse measure to align with the two guest "con" op-eds.* *Can you let me know if you plan to publish it by EOD Friday so I can begin pitching elsewhere if needed?* *Thank you!* # Creating Compelling Media Content How to capture media attention when crafting stories for the press. ## Table of Contents [**STEPPS Framework**](#stepps-framework) [**Photography & Videography**](#photography-and-videography) ## STEPPS Framework One strategy framework for creating contagious media content is [STEPPS](https://www.searchlaboratory.com/us/2014/07/contagious-content-stepps-and-the-science-of-shareability/). This framework, developed by Jonah Berger in his book Contagious: How to Build Word of Mouth in the Digital Age, outlines six principles that contribute to the shareability of content and what causes it to go viral. This framework can be useful to consider when writing content for the press. The elements of STEPPS are as follows, along with ideas for how to use them in crafting PAF narratives for the press, and example headlines demonstrating these principles:
### Applying STEPPS #### Social Currency People share content they feel will make them look good in order to gain respect or admiration within their social circles. People often share content that highlights their identity, provides them with a sense of exclusivity, or shows their viewpoints or affiliations put them on the right side of history. * **How to Use:** Capture the attention of animal rights activists, who are likely to reshare content that paints them as ahead of their time or the heroes of the story. * **Example Headline:** *Join the Movement: How Animal Advocates Are Redefining Social Norms* #### Triggers Creating an association between a ‘trigger’ (a cue that prompts emotions, memories, or recall of something specific) and an idea or concept you’d like to present makes it more noticeable and memorable. * **How to Use**: Link the campaign to a well-known event, image, celebrity or influencer, anniversary, brand, or something that carries a lot of associations. * **Example Headline:** *Jane Goodall calls for end to factory farming amid ‘extreme’ animal cruelty* #### Emotion “When we care, we share.” When we come across content that elicits a strong emotional reaction in us, we often want to share that emotion with others when positive, or to share outrage with others when negative. * **How to Use**: Evoke strong feelings in the reader by highlighting stories of individual animals, painting a clear picture of suffering, or using shared values such as love, kindness, or empathy to stir emotions in the reader. * **Example Headline**: *Love Knows No Boundaries: Heartwarming stories of cross-species friendships* #### Public Achieving coverage often creates a waterfall effect. As more people become aware, more interest is generated, and more coverage follows. This is particularly true if early coverage comes from influential media outlets. * **How to Use**: Organize actions, public demonstrations, or guerilla marketing campaigns that may grab the attention of the press to gain initial coverage. See what you can do to make it feel like the campaign is already happening in the public sphere. * **Example Headline**: *City Unites for Animal Rights: Chalk art installations spread awareness of slaughter industry concerns* Practical Value: Providing usable insights to your audience is a great way to ensure your content gets shared. If someone finds your story useful, they will likely share it with others. * **How to Use**: Provide information that solves a problem for your audience. Many people lack information on what exactly they can do to help animals. Providing them with practical knowledge helps to solve that problem, and can be easily connected back to the campaign. * **Example Headline**: *Practical Tips for Compassionate Voting: A Guide to Animal-Friendly Politics* **Stories** A story has been colloquially defined as “a character overcoming an obstacle to get what they want.” By capturing compelling characters who go up against great odds, and telling their story in an interesting way, people will want to share it and talk about it, allowing your message to travel by word of mouth and build momentum. * **How to Use**: Link the campaign to a particular animal’s story to help the audience better relate to the victims of our farming systems, or feature a person that the audience can relate to and describe an evolution they went through or lessons they learned. * **Example Headline**: *Ricardo the Texas Longhorn bull has sparked conversation about animal farming following his dramatic escape from a slaughterhouse* ## Photography & Videography Powerful photos and videos can be effective tools for grabbing headlines, so the press wants to see visually compelling story pitches. Sometimes one strong photo at the top of a press release can be enough to capture the media’s attention. #### **Tips:** 1. Before an event, consider what type of photo or video you would ideally like to capture (a big crowd, an animal, an effective protest sign, etc.) 2. Find good photographers and videographers within the activist community who are willing to capture big moments for the campaign. 3. Focus on one great photo to include in your press release. Choose one that you feel best represents the story, while still being attention-grabbing. 4. Include any additional photos and videos in a folder linked in your press release. Rename files to make it easy to determine who and what the photo is of. 5. Your linked folder should include different types of shots capturing different elements of the event/story. 6. Check out DxE’s [tips for event photography](https://www.directactioneverywhere.com/theliberationist/2015-10-7-capturing-animal-rights-actions-on-camera) and [dramatic photo editing](https://www.directactioneverywhere.com/theliberationist/2018-12-3-the-secret-to-dramatic-photo-editing?fbclid=IwAR1r00IFCxuM7BP8IFlhFAAZ0BFyD7VDsN-2G0OlYWM9KjSw-H60ziSvN9o). # Pitching the Press How to sell the press on a story through an effective pitch. ## Table of Contents [**Preparing Your Pitch**](#preparing-your-pitch) [**Pitch Strategies**](#pitch-strategies) [**Crafting Your Outreach Message**](#crafting-your-outreach-message) ## Preparing Your Pitch How to get ready to send your pitch by laying out your press deliverables and outreach timeline, and considering what different types of outlets may be looking for. ### Press Pitch Deliverables Here are the core deliverables you’ll want to prepare when getting ready to submit a story to the press. | [**Email Pitch**](https://docs.google.com/document/d/1LSxfnOpV-Ceg_7PYBBb24AfEb3D_OGuFn9E14XqpG5s/edit#heading=h.j9uxagxcpwzr) | Write a brief email you’ll use to reach out to your press contacts with the story. | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | [**Press Release**](https://docs.google.com/document/d/1sw2IjY1Q3iPzLwnEsVahjbQVwWDlC0UKGf3_N-Y2wBA/edit) **or** [**Media Advisory**](https://docs.google.com/document/d/17K8b0ozMqIZV8wKuFTLvdhobDFMx833jTPejs_voYt8/edit) **document** | This document will contain the details of your story and should be linked in the body of your outreach email. | | **Photos & Videos** | Include a Google Drive or Dropbox folder link with any photos or videos associated with your story, and file names that clearly and accurately depict who and what is in each photo/video. | | **Source Links** | Any resources cited in your media document should be linked to spare the journalist the effort of having to vet your citations. | | **Link to** [**Pro-Animal Future website**](https://proanimal.org/) | Include a link to our website in the media document so that journalists can easily find more information on our efforts. | ### Pitch Timeline A brief overview of when to send your press outreach in preparation for a media event.
### Media Relevance Considerations It’s good to familiarize yourself with what the different players within the media landscape are looking for, and how to make your outreach relevant to them.
Newspapers / Digital News
  • Stories should be timely and related to ongoing or recent events (within the past couple days).
  • These outlets want strong written stories and compelling photography (and video for digital outlets). Include these in press releases or help them imagine what stories or photos they could capture at the event.
  • Most have opinion sections that LTEs and Op-Eds can be submitted to.
TV
  • Stories will typically be about live/ongoing events.
  • These outlets want to capture compelling video and/or audio. Help them imagine what camera shots they could capture, or who they could interview to tell a good story.
  • When pitching an event to TV stations, make sure to have a prepared spokesperson present.
Magazines
  • Usually pitching to a freelancer rather than an outlet.
  • There is less time pressure or a need for the story to be breaking news.
  • Magazines are more interested in building a narrative for their audience. Think about how to present a unique perspective and include compelling visual elements.
  • Follow editorial calendars to pitch timely stories for upcoming issues.
Freelancers
  • Your pitch is to an individual rather than an outlet.
  • Pitch a concise but compelling written summary of your story idea, as well as any visual elements you have.
  • They take the ideas you pitch them and shop around to sell them to the outlets they’re connected to.
Other (blogs, podcasts, etc)
  • Can pitch evergreen content that isn’t breaking news.
  • Pitch ideas for compelling discussion topics for their podcast, blog post subjects, etc.
  • Good opportunity to discuss overarching goals and core campaign talking points.
## Pitch Strategies Below are some strategies for getting your media pitches noticed and published, and effectively controlling the narrative for your campaign. 1. **Reach out early.** For stories that are public knowledge and may spur opposition messaging, it’s important to reach out early to get ahead of the narrative. Initial coverage can set the tone for subsequent coverage, as journalists often borrow from existing media narratives to write their own stories. 2. **Only pitch what’s relevant to each journalist.** It’s important to find reporters whose [beat](https://docs.google.com/document/d/1LSxfnOpV-Ceg_7PYBBb24AfEb3D_OGuFn9E14XqpG5s/edit#heading=h.9zykzwj41p37) lines up with the particular story we’re trying to pitch, and to tailor your outreach email to match their beat. 3. **Be splashy.** Your pitch should present the story in a way that’s compelling so journalists feel it will be of interest to their audience. Think of ways to frame your message that will capture attention, and include stirring photos in your press releases. For advisories, describe who and what reporters could see at the event to help them visualize the potential story. Reporters want visuals and characters through which to tell their stories. 4. **Keep it audience-friendly.** For standard news outlets, avoid using jargon or overly emotional language that may alienate a journalist (e.g. terms like “speciesism”, or too many emotive adverbs). Write a story that sticks to the facts and stirs emotion through moving storytelling rather than dramatic language. 5. **Double-check your facts.** Publishing false claims can damage the reputation of a news outlet, and may even result in legal backlash. Providing incorrect information in a press release may permanently damage our credibility and relationships with journalists. 6. **Make it easy.** Journalists are busy, so the easier you make it for them to visualize and build a story, the more likely they will be to do so. Be sure to equip them with all relevant details, citations, and [press deliverables](https://docs.google.com/document/d/1LSxfnOpV-Ceg_7PYBBb24AfEb3D_OGuFn9E14XqpG5s/edit#heading=h.fr4vfzen9m4x). Journalists typically have many other options for stories sitting in their inbox, so if your story requires additional work or follow-up, they may decide it’s not worth the extra effort. 7. **Personalize your outreach.** When reaching out to a journalist for the first time, try to add a personal touch in your introductory sentence to show you’re a real person and not spam. Demonstrate familiarity with their work by complimenting a previous story. 8. **Include a plug for previous coverage.** Sharing some examples of previous press coverage at the end of press releases and in pitches to new journalists can help to establish credibility. * **Example**: *I'm the press coordinator for Pro-Animal Future, a grassroots political movement working to end factory farming. Our work has recently been featured on* [*Denver7*](https://www.denver7.com/news/local-news/proposed-ballot-measure-wants-to-ban-slaughterhouses-in-denver)*,* [*Denverite*](https://denverite.com/2023/11/28/denver-fur-ban-slaughterhouse-ballot-measures/)*,* [*KDVR*](https://kdvr.com/news/local/measures-to-ban-slaughterhouses-fur-sales-in-denver-will-be-on-2024-ballot/)*, and more.* 9. **Follow up!** If you haven’t heard back after 3-4 days, try following up. Ideally, you should give them a call directly or via the news desk, or send a follow-up email if you don’t have a phone number. Prepare a quick pitch on why the story is worth covering, why you want them to cover it specifically, and directly ask them if they will cover it. * Follow up no more than 2X; otherwise, you risk being marked as spam, or coming across too pushy and damaging relationships with your press contacts. * Example email follow-up: *Hi Joe, I wanted to circle back on my story about \[X]. I think it could be compelling to your readership, as \[include reasoning here]. Do you think this is something you’d want to cover?* 10. **Correct any inaccuracies and misinformation.** If the coverage of your story includes any false or inaccurate information, reach out to the journalist who published it as soon as possible with revisions. Depending on the severity of the error, it’s important to get the story corrected right away, as most views happen within the first day of publication. Minor, non-harmful errors can be mentioned as a courtesy to the writer while noting that it’s not important to us if they’re corrected, as we don’t want to be nitpicky or demanding. ## Crafting Your Outreach Message Writing a good pitch to your media contacts is key in capturing their attention and getting published. Make sure your pitch email follows the principles below:
### Media Pitch Email Examples #### **Email Blast to All Press Contacts** In a pinch where quick turnaround time is necessary, you may need to send out one email to your entire press list. This is an example of a generic press release email sent to all press contacts. **Subject***: Press Release: Fur & Slaughterhouse Bans to Appear on Denver’s Ballot* > Hi all, > > You may be interested to know Denver Elections received 31,000+ voter signatures between a fur sales ban and a slaughterhouse ban. These two issues would go on the 2024 Denver ballot. > > I understand you're swamped covering the current election, but here's a [press release](https://docs.google.com/document/d/11Muu_0RJ686ameiKo_DYD2iHXBZ2ZRY-9nutezYKibk/edit) if you're interested in updating your viewers/readers on this development for 2024. > > We will update you once the City has verified that we got enough signatures. Our group Pro-Animal Future aims to build a movement of pro-animal voters who support an evolution away from factory farming. Together we seek to protect neighborhoods, workers, the environment, and animals. > > Have a great week! #### **Email to News Team** Where possible, sending a customized email per outlet or journalist is preferable. For outlets that you have multiple contacts for, it’s good practice to send an email with all contacts CC’d so they are aware who else is on the thread. Journalists appreciate this extra effort so that multiple team members don't waste their time picking up the same story. > Good morning Denverite Team, > > I'm writing to share the news that two measures led by Pro-Animal Future, one to ban the sale of fur and one to ban slaughterhouses, have officially qualified to appear on the 2024 ballot in Denver. Following a thorough review of over 31,000 voter signatures that were submitted in support of these measures, the City of Denver has confirmed that both petitions contain sufficient valid signatures. > > Here is a [press release](https://docs.google.com/document/d/1sw2IjY1Q3iPzLwnEsVahjbQVwWDlC0UKGf3_N-Y2wBA/edit) with additional details on this development. > > Pro-Animal Future aims to build a movement of pro-animal voters who support an evolution away from factory farming. Together we seek to protect neighborhoods, workers, the environment, and animals. > > Thank you and have a great week! *** #### **First Outreach to Journalist** An example of an initial outreach email to a new press contact. Including a compliment of their work shows that you’ve done your research and want to connect with them specifically, which helps to build a relationship with that contact. > Hi Grace, > > You're prolific with Sentient Media, and I loved your article about how you can love farm animals and still run for office. You've also written about the research done by Pax Fauna! I'm with Pro-Animal Future, the political group that Pax Fauna started. We have news! > > We just turned in [31,000+ signatures to the City of Denver](https://docs.google.com/document/d/11Muu_0RJ686ameiKo_DYD2iHXBZ2ZRY-9nutezYKibk/), so that Denver can vote next year to ban fur sales and ban slaughterhouses. > > The slaughterhouse ban could be exciting news, since we don't know of any place yet that has banned slaughterhouses on animal rights as well as human rights grounds. I can let you and Sentient Media know once Denver Elections has verified that we will be on the 2024 ballot. > > Our dream is to inspire a political movement where people see themselves as pro-animal voters, who vote to evolve away from factory farming and slaughterhouses as a society. > > Thanks again for your great reporting! # Handling Interviews How to prepare for an interview, best practices for conducting yourself while on the record, and tips for following up. {% embed url="" %} ## Table of Contents [**Types of Interviews**](#types-of-interviews) [**Tips to Guide Your Interview**](#tips-to-guide-your-interview) ## Types of Interviews Before agreeing to interviews, we want to have a clear understanding of whether the journalist is adversarial, neutral, or positive towards our work, and mainly focus on journalists who are neutral to positive. It’s important to research the journalist in advance to understand their stance, and to focus on journalists’ whose work we like so we know they will do the story justice.
AdversarialAccept interviews with caution, if at all. Interviewing with the opposition opens up more opportunities for them to try to trip us up, seize on out-of-context sound bites, and drive the narrative from their viewpoint. If you decide to proceed, prepare specific, well-planned points that cannot be easily taken out of context or used against us. See DxE’s tips for handling difficult interviews.
NeutralMost interviews will likely fall under this category. These types of interviews should almost always be accepted, as they present the best opportunity to reach persuadable voters. Focus talking points on popular views such as compassion for animals, environmental welfare, and workers’ rights.
PositiveThese interviews are with journalists who are already on our side, and thus likely for audiences who already agree with us. These should be embraced as relationship-building or recruiting opportunities.
## Tips to Guide Your Interview ### Preparing for an Interview 1. **Research all outlets & journalists** before committing to an interview with them. You want to have a clear understanding of who is conducting the interview, and what their goals may be with the interview so you can be prepared. 2. **Request the interview questions in advance** so you can prepare your answers and weave in the specific talking points you’d like to include. 3. **Provide a written rather than verbal statement** where possible with more adversarial journalists. 4. **Review key campaign talking points**. No matter how familiar you may be with campaign talking points, it’s always a good idea to review the core campaign narratives and consider how you can directly speak to these as you answer questions. Practice speaking in relatively short sentences. 5. **Always be ready to give a statement.** If you’re attending an event at which media may be present, assign and prepare a media liaison or interviewee, and instruct other attendees to send the media to this person if asked questions. Prepare some general responses to common press questions that can get you ready for any impromptu press interviews. ### During the Interview 1. **Assume you’re on the record.** The time you spend talking to the journalist before and after the interview is still on the record. Don’t get too comfortable in a casual conversation with a journalist, as it could be quoted out of context. 2. **Use concise, emotional statements.** Journalists can find the facts themselves, but they can’t speak to others’ feelings around the issue. Brief, emotional statements will help to create sound bites for the journalist to use. Prepare some of these in advance as best you can in anticipation of certain questions. 3. **Wait for an invitation to elaborate.** Try to answer questions in just a few sentences, and wait to be asked for an explanation instead of diving right into your justification. Otherwise, you may come across as defensive or lose track of your main point. 4. **Take time to think.** When asked a tough question, it’s ok to not have an immediate response and to take a moment to think it over. Nod your head to acknowledge the question and show you’re thinking, and try to avoid fidgeting. Speak at a slow, calm pace to project clarity and confidence, while also having more time to think. 5. **Don’t feel the need to answer all questions.** If you feel unprepared to answer a question or feel that it’s not relevant, try to acknowledge what was asked while pivoting to what you want to talk about (“That’s an interesting question, but what’s important here is…”). You can always follow up on the question after the interview once you’ve had time to think it through. * For example, if asked about concerns related to the economy if slaughterhouses are banned, you could say something like: > “That’s an interesting question, but what’s important here is creating a humane economy. Slaughterhouse workers have 4x higher rates of depression. There are 2 amputations in slaughterhouses every week in the U.S. In 50 years, our local economy will be far better off for having done away with this traumatic industry. At Pro-Animal Future, we advocate for safe, healthy, animal-friendly jobs for all. ” ### After an Interview 1. **Follow up with your final thoughts.** Following the interview, send the journalist a quick thank you, along with a concise summary of the main points you want to leave them with. You can also use this as an opportunity to clarify any statements that may have come across wrong, or to correct any misinformation. 2. **Update press list notes.** If the interview went well and the coverage is positive, be sure to note this in your press list and continue to nurture your relationship with this journalist. In that same vein, be sure to note any journalists who we don’t care to work with again.
# Major Endorsements Guide This guide serves to empower PAF's outreach strategy to potential major endorsers. ## Defining Micro- and Major Endorsements **Micro-endorsements** are typically from small, local businesses and nonprofits. The activist community should be empowered to perform their own outreach for these types of endorsements, and can use [this resource](https://handbook.proanimal.org/for-canvassers/how-to-secure-local-endorsements) to guide their efforts. **Major endorsements** include statewide and national organizations (and related chapters), as well as elected officials. Outreach for these endorsements should come from or in partnership with PAF staff members using the strategies outlined in this guide. ## Table of Contents [**Targeting Endorsers**](/for-organizers/campaign-guides/major-endorsements-guide/targeting-endorsers) [**Outreach Strategy**](/for-organizers/campaign-guides/major-endorsements-guide/outreach-strategy) [**Outreach Messaging**](/for-organizers/campaign-guides/major-endorsements-guide/outreach-messaging) [**Creating an Endorsement Waterfall**](/for-organizers/campaign-guides/major-endorsements-guide/creating-an-endorsement-waterfall) # Targeting Endorsers How to identify potential organizations and businesses for endorsement outreach and build a diverse base of endorsers. ## Ideas for Potential Major Endorsers | **Organizations** | **Businesses** | **Trusted Individuals** | | ------------------------- | ------------------------- | -------------------------------- | | Environmental orgs | Sustainability brands | Veterinary orgs | | Civic or political orgs | Plant-based chains | Medical orgs | | Human rights orgs | Alt-protein companies | Academic institutions | | Health orgs | Hospitals & health groups | Elected officials | | Fellow animal rights orgs | Health companies | Celebrities & influencers | | Faith groups | Pet food & supply brands | Other experts, authors, scholars | ## Building an Outreach List 1. **Start with the easy ones.** Begin building a list of the groups and individuals that we have a solid relationship with or know to be aligned with our cause. * Leverage active personal relationships to begin building a list. * See if these people have any recommendations of who else to reach out to. 2. **Find existing support.** Look into the individuals and organizations who endorsed related animal rights measures in the past, or supported animal rights causes. * Identify other animal rights groups at the local, regional, and national levels. * Look into who has made pro-animal statements in the past, ideally in support of your specific cause. * [Ballotpedia](https://ballotpedia.org/Main_Page) is a good resource for researching support and opposition to past legislation. 3. **Target effective messengers.** Think about any local leaders or influential messengers who care about this issue and are willing to help with outreach to their community. * Research local politicians, community leaders, and other messengers. Talk to locals to get a feel for who has the trust of their communities and can best influence public opinion. * Identify people with a significant following, such as influencers, authors, celebrities, or public figures. 4. **Consider optics.** Think about who will look best to persuadable voters as a third-party validator, and who will bring a valued voice to elevate your message. * Start with individuals or groups that you understand to be pretty universally liked. * Consider the results of our [profiling project](https://www.canva.com/design/DAF0dL69L0I/JLfnfwqt68TqGc8zVMdkbg/edit), and what messengers persuadable voters are most influenced by. * Prioritize endorsements from experts who can provide credible support for the campaign (e.g. vets, farmers, animal behaviorists, etc). * Avoid leaning too heavily on explicitly vegan businesses and organizations so as not to indicate that this is strictly a “vegan” agenda. 5. **Don’t neglect unlikely allies.** Reaching out to potential partners who don’t fit our typical mold presents the opportunity to broaden the tent and tap into communities that we may struggle to otherwise relate to. * Leverage these people to convey our message to their communities. People prefer to hear from someone they trust in order to know how they will be impacted. * Find Republican voices that oppose factory farming, find out why, and see if they are willing to support. Make sure their messaging won’t jeopardize ours. * Building partnerships with right-leaning groups (hunters, farmers, etc) could be useful in ensuring this is considered a bipartisan issue. 6. **Build a diverse list.** Make sure your outreach list includes varied messengers from all different arenas that can bring in a wide range of people. * Balance outreach to low-hanging fruit with securing diversity in early endorsements. Reach out to the “most likely” endorsers from each sector. * Ensure outreach attempts are inclusive of all different groups to broaden our appeal and increase our credibility. * Ideas for potential endorsers can be found below, as well as in our [endorsements tracker](https://docs.google.com/spreadsheets/d/11yEQAcRiWkdGA7oKNr9leno9nazxTHX_JZBEXMjqeoU/edit#gid=0). # Outreach Strategy How to build a strategy for outreach to maximize effectiveness. ## Table of Contents [**Strategy Considerations**](#strategy-considerations) [**How to Track & Prioritize Outreach**](#how-to-track-and-prioritize-outreach) [**Plan to Begin Major Endorsements Outreach**](#plan-to-begin-major-endorsements-outreach) ## Strategy Considerations
## How to Track & Prioritize Outreach Tracking outreach is key during efforts to obtain endorsements. This allows for a coordinated approach in identifying, performing outreach, and tracking conversations and commitments to a wide range of potential endorsers. Building a [spreadsheet](https://docs.google.com/spreadsheets/d/11yEQAcRiWkdGA7oKNr9leno9nazxTHX_JZBEXMjqeoU/edit#gid=0) for all involved to track their outreach efforts creates a log for the conversations being had, progress being made, and potential opportunities that still exist. ### **Outreach Priority Levels** In the tracker, ranking potential endorsers by priority level helps guide outreach strategy. * **Low-hanging fruit**: Very likely to support our efforts. * **Mid-tier**: May present more of a challenge in getting their commitment. * **Stretch goals**: A long shot, but still worth trying.
## Plan to Begin Major Endorsements Outreach 1. **Review list & assign priority.** Each Pax Fauna partner goes through the [Endorsements](https://docs.google.com/spreadsheets/d/11yEQAcRiWkdGA7oKNr9leno9nazxTHX_JZBEXMjqeoU/edit#gid=0) list. If you see an org where you have an active personal relationship with someone influential at that org, set the Priority/category to “low-hanging fruit.” Then, add your name to the “PAFer handling contact” column. * Even if we go for animal-motivated groups initially, we could reflect variety in their names and who they are. For example, we could get endorsed by vets, journalists, faith communities, and local businesses if we reached out to Our Honor Vets, Sentient Media, Jewish Veg, and Watercourse Foods. 2. **Begin outreach.** Once we’ve identified 5-20 good “low-hanging fruit”, make an initial contact. Ideally this is a text and/or phone call, unless your contact on the Endorsements list is someone you regularly see in person. * After your conversation, you can follow up by sending an email confirming the endorsement using the template in **Outreach Messaging**. 3. **Sharpen your strategy and continue outreach.** Once we have a handful of endorsements, we can send emails to several dozen more orgs on the list—other ”low-hanging fruit.” Later on, we can progress to “mid-tier” contacts whom we don’t necessarily have a warm personal “in” with. * While face-to-face is best, emails give us an efficient way of getting on lots of organizations’ radar and seeing who is interested in establishing deeper contact. The emails, as templated **here**, will be easy to customize and send. 4. **Reach out to everyone else on the list.** Eventually, as the endorsements grow, we can email all of the “mid-tier” entities and even many of the “stretch goals” ones, inviting a continued flow of calls and conversations that can lead to endorsements. # Outreach Messaging Templates and talking points to support your endorsement outreach efforts. ## Table of Contents [**In-Person & Phone Pitch Talking Points**](#in-person-and-phone-pitch-talking-points) [**Email & Text Templates**](#email-and-text-templates) ## In-Person & Phone Pitch Talking Points #### Use these talking points to guide conversations with potential endorsers in person or over the phone. * Thank you for meeting with me. My goal is to have us explore each other’s long-term visions for our organizations. And we can explore ways to join forces. How does that sound? Do you have a goal for this call? * What I and my colleagues at PAF love about your org is… \[summarize the good they accomplish and the values they reflect]. * Can you tell me about your organization’s current priorities? \[Briefly summarize their answer.] * \[Give elevator pitch of Pro-Animal Future, describing its vision.] * One of the things we will need to achieve that mission is strong teamwork with other groups. Right now, we are looking to start collecting endorsements to feature in our campaign materials. We also want to build lasting strong ties with these endorsers and support them just as much as they support us. * We’d love to have you as one of our initiatives’ first endorsers to help pave the way for other endorsers to follow. ## Email & Text Templates [**Low-Hanging Fruit**](#round-1-of-endorsement-seeking-low-hanging-fruit) [**Follow-Up Email**](#follow-up-email-after-they-agreed-to-endorse) [**Mid-Tier & Stretch Goals**](#template-for-later-rounds-of-endorsement-seeking) [**Intro Script Variations**](https://docs.google.com/document/d/12tCQkhH8z-lt7cddAF4EtfANwRCsxkv-iRL1ft_BgKY/edit#heading=h.z2z8twss2zt8) [**Follow-Up Talking Points**](https://docs.google.com/document/d/12tCQkhH8z-lt7cddAF4EtfANwRCsxkv-iRL1ft_BgKY/edit#heading=h.5i88eyoettgb) ### Round 1 of Endorsement Seeking (“Low-Hanging Fruit”) **Outreach Channel: Text** > Hi \[Name]! \[Add a personal sentence.] > > There’s a big favor I want to ask. Would you and \[organization] be willing to endorse Pro-Animal Future’s two pending ballot initiatives in Denver? If you haven’t heard, we’ve gotten a fur ban and a slaughterhouse ban on the ballot here for next November. As we go about convincing voters to vote yes, showing them that we have the support of \[type of organization/people who belong to organization] could be a huge help. > > We’d also be happy to promote \[organization]’s latest project in our own community (e.g. newsletter, social media, or wherever would be most useful). If you’re interested, I would love to have a call soon to discuss and make sure we can do this in a way that supports \[your organization’s] goals just as much as it helps our pro-animal initiatives. Example: *Hi Crystal! I loved the latest \[X] from Our Honor.* *There’s a big favor I want to ask you. Would you and Our Honor Vets be willing to endorse Pro-Animal Future? As we go about convincing Denver voters to ban fur sales and slaughterhouses, showing them that we have the support of veterinarians could be a huge help. In exchange, we would love to promote Our Honor’s projects in our newsletter, social media, or wherever would be most useful. If you’re interested, I would love to have a call soon to discuss and make sure we can do this in a way that supports your goals just as much as it helps PAF.* ### Follow-up email, after they agreed to endorse > Hi \[Name], > > Just wanted to follow up on our conversation earlier about the campaigns to end fur sales and slaughterhouses in Denver. Thank you so much for your support! Your endorsement of Pro-Animal Future would mean granting us permission to display \[organization]’s name and logo on our website and in any other campaign materials that list our endorsers. Attached is the logo image of yours that I would imagine we’d use. > > If this all sounds good to you, can you please reply to this email confirming \[org] endorses both measures? > > With our shared commitment to creating a better world for \[animals/the environment/etc.], we look forward to staying in touch with you and seeing how we can collaborate and support each other in the years ahead! ### Template for Later Rounds of Endorsement Seeking **Outreach Channel: Email** #### **The Structure of an Intro Email** 1. Thank-you: Thank the org for their important work.\ \[Write a unique paragraph to thank the org, showing that we truly understand and appreciate what they are doing.] 2. Intro: Explain PAF’s campaigns, highlighting any aspects that may be of particular interest to the org. Say that we are interested in endorsements and collaborations.\ \[This part would be copy-and-paste, but we’ll have several scripts that you can plug in depending on whether they are an animal org, eco org, worker org, etc.] 3. Invite: List a few things they might consider doing to collaborate with us, including encouraging them to schedule a call.\ \[Bullet points can likely be the same for every email, as they provide multiple basic options, but we could also swap bullet points in or out if desired.] #### **Email Example** To: Both an info@ address, and a couple of decision makers’ email addresses to get their attention and make them talk amongst themselves *Hi Ralph, Sally, and Environmental Integrity Project team,* *Thank you for your work protecting our environment. Your slaughterhouse facts page has been tremendously helpful for us and we have cited you on our website!* *We are a campaign that has placed two measures on Denver’s 2024 ballot, one to ban the sale of new fur and the other to close slaughterhouses. Our goal is to build a movement to evolve away from the mass farming of animals, identified by the UN as a key component in solving the climate emergency. Studies show that a plant-based system will reduce pollution and habitat destruction, ending major cruelty to animals and slaughterhouse workers while using dramatically less land, water, and energy. We’re in the process of seeking endorsers and other collaborative relationships leading up to the election. We’re reaching out to see if you might be interested in working together.* *If you might be interested, here are a few things you can consider doing with us:* * *Check out our work at*[ *proanimal.org*](http://proanimal.org)*, and let us know any feedback you have on our campaign and messaging.* * *Schedule a call with our mission lead Aidan to connect and talk about whether this campaign aligns with \[organization’s] priorities. We hope to be campaigning for many years ahead to build policies that protect animals and the earth at the same time, and we would love to discover where we share values and goals and could support each others’ work..* * *Officially endorse us, allowing us to use your name and logo in the “endorsements” section on our website and other materials to encourage others to support these campaigns too.* *Thank you for your time!* *Aidan, Lauren, and Olivia at Pro-Animal Future* *\[happy picture of three PAF team members]* #### **Intro script variations** **For animal orgs** > We are a campaign that has placed two measures on Denver’s 2024 ballot, one to ban the sale of new fur and the other to close slaughterhouses. Our goal is to build a movement to evolve away from the use of animals for food and clothing, for the sake of both animals, workers, the environment, and future generations. We’re currently in the process of seeking endorsers and other collaborative relationships leading up to the election, and are reaching out to see if \[org] would be willing to talk with us about supporting. We’re reaching out to see if you might be interested in working together. **For environmental orgs** > We are a campaign that has placed two measures on Denver’s 2024 ballot, one to ban the sale of new animal fur products and the other to close slaughterhouses in the city. Our goal is to build a movement to evolve away from the mass farming of animals, identified by the UN as a key component in solving the climate emergency. Studies show that a plant-based system will reduce pollution and habitat destruction, ending major cruelty to animals and slaughterhouse workers while using dramatically less land, water, and energy. We’re in the process of seeking endorsers and other collaborative relationships leading up to the election. We’re reaching out to see if you might be interested in working together. **For worker or human rights orgs** > We are a campaign that has placed two measures on Denver’s 2024 ballot, one of which would ban the sale of new fur and the other to ban slaughterhouses, including closing the last industrial slaughterhouse in Denver, a major polluter located in the 92% Hispanic neighborhood of Globeville. (The other measure bans the sale of animal fur products.) close slaughterhouses in the city, . Our goal is to build a movement to evolve away from the slaughter industry, where workers face alarmingly high rates of amputation, repetitive strain, and depression. A shift to a plant-based system is urgent for solving the climate crisis, and this presents an opportunity to end the oppressive labor of killing hundreds of animals a day, a job which is disproportionately assigned to immigrants and other marginalized populations who often feel they have no other choice. We’re in the process of seeking endorsers and other collaborative relationships leading up to the election. We’re reaching out to see if you might be interested in working together. # Creating an Endorsement Waterfall How to build momentum towards securing more challenging endorsements. ## Table of Contents [**Strategies for Building Momentum**](#strategies-for-building-momentum) [**Other Asks of Support**](#other-asks-of-support) [**Potential Offers of Reciprocity**](#potential-offers-of-reciprocity) ## Strategies for Building Momentum
1. **Build relationships & trust**: It’s more challenging to get an endorsement from someone who doesn’t have an established relationship with us or an understanding of our organization’s goals. For these people, in-person meetings give us an opportunity to connect more deeply and help them understand our objectives. Depending on the level of value they can provide, it may be worth it to spend time building a relationship on a purely social level before making any asks. 2. **Start with smaller asks**: For organizations or individuals that are a tougher sell, it may not be the best strategy to come right out with an endorsement ask. Starting small by asking for their support in a small promotional effort or something similar helps us to test the waters and, depending on the reception, could potentially open the door for larger asks down the line. 3. **Make offers of reciprocity**: For groups that we really want on board but we’re not confident in their support, it may be useful to offer them something in return. Some ideas for what we can offer are listed [below.](#potential-offers-of-reciprocity) 4. **Leverage existing endorsers**: Secure easier endorsements up front, and use those to your advantage in showing all the support we’ve already received when making your pitch. Sharing endorsements that have come from similar types of groups can be particularly persuasive. 5. **Empower endorsers to secure other endorsements**: Create a waterfall effect by empowering endorsers to ask other groups that they have a relationship with for their endorsement. Having this ask come from them instead of our org can be more persuasive in securing their support. ## Other Asks of Support For endorsers who eagerly support us, there are many other ways that they can help. ### Campaign Marketing * Mentioning us in their newsletter * Sending an email to their subscribers on our behalf * Putting up signs in their business * Backlinking us on their website ### Event Partnership * Co-hosting an event with us * Giving out PAF marketing materials at their events * Offering coupons, discounts, free food or goods, raffle prizes, etc. * Allowing us to speak at one of their events * Speaking to our community at a PAF event ### Shared Media * Partnering with us on a social media post * Co-writing an op-ed with us * Sharing our messaging with their base * Inviting us to participate in their hosted media (podcast, blog, etc.) * Making an introduction to other individuals or groups who might support us ## Potential Offers of Reciprocity **What can we offer to further the likelihood for endorsement or campaign support?** * Trade endorsements with elected officials or other organizations * Promote them to our email list * Compensate them for a post if they have a large following * Promote any volunteer needs they have to our volunteer network * Host a fundraising event at their establishment to bring in business * Offer advice or strategic insights on a specific topic we have more expertise in # How to Secure Local Endorsements This guide will help empower your outreach to potential endorsers to broaden support for PAF’s campaign within the local community. ### **What is an endorsement?** Endorsements are public expressions of support or approval, where individuals, organizations, and businesses publicly align themselves with the goals of a campaign. ### **How does this further our mission?** Endorsements are valuable for lending credibility to our campaign, expanding our reach, and building a network of allies to amplify our impact. ## Here are the articles in this section: [**Who to Target for Endorsements**](https://handbook.proanimal.org/for-canvassers/how-to-secure-local-endorsements/who-to-target-for-endorsements) [**Outreach Considerations**](https://handbook.proanimal.org/for-canvassers/how-to-secure-local-endorsements/outreach-considerations) [**What is our Ask?**](https://handbook.proanimal.org/for-canvassers/how-to-secure-local-endorsements/what-is-our-ask) # Who to Target for Endorsements Your personal connections are the most effective way to get endorsements. If you have a relationship with a local organization, business, or individual that you think may endorse us, have a conversation with them about our campaign to see if they’re willing to support. Possible endorsers include:
VeterinariansEnvironmental orgsCivic or political orgs
Pet sheltersHealth or human rights orgsOther animal advocacy groups
Farm sanctuariesDog daycaresRestaurants, coffee shops, etc.
Wildlife rehabilitatorsChurches & cultural orgsOther local small businesses
**Note:** If the individual or group you’d like to reach out to does not fit the definition of a local business or nonprofit, be sure to connect with a PAF staff member to discuss outreach strategy. # Outreach Considerations When reaching out to an endorser, think about these points: ### What is your connection to the individual or group? Ideally, we want to leverage existing personal relationships in making these asks. If you have an individual or group in mind but aren’t personally associated with them, connect with your Campaign Lead to work together on the outreach. ### How should you reach out? Ideally, this conversation would happen in person or over the phone so you can discuss the details and build rapport. Avoid more impersonal outreach like email. This gives you the ability to have an open discussion about the campaign and immediately address any questions or hesitations. ### What talking points should you use? It may be helpful to review our most [frequently asked questions](https://proanimal.org/faq/), as well as some of the other talking points found on our [website](https://proanimal.org/) in advance of your conversation. You might also want to come prepared with the names of similar organizations or individuals who have already agreed to endorse us, as well as any recent success stories that highlight our campaign’s momentum. ### How can you personalize your outreach? Think about how you can focus your conversation on what will matter most to that specific individual or group. For example, when speaking to an environmental organization, focusing on talking points centered around the environmental harms of fur farms and slaughterhouses will highlight how our causes are aligned. ### What if they need more information? If the person you spoke to is looking for more details before they can make a commitment, be sure to direct them to our [website](https://proanimal.org/), which has a list of FAQs as well as detailed information about our organization and campaign. Then, send a follow-up email after your conversation to reaffirm what you talked about, share additional details, and answer any remaining questions.
# What is Our Ask? If someone agrees to endorse us, these are the ways that they can support our efforts. ## **Formal Endorsement** Our goal is to get endorsement commitments from a variety of individuals, organizations, and businesses in the local community. A formal endorsement means that they are okay with us telling people that they publicly support our campaign. This may include featuring their name and logo in our campaign marketing materials or on our website. ## **Other Ways They Can Support** If you feel comfortable making additional asks to those who eagerly support us, there are many other ways that endorsers can help. If someone agrees to one of the following, put them in touch with your Campaign Lead. ### Campaign Marketing * Mentioning us in their newsletter * Sending an email to their subscribers on our behalf * Putting up signs in their business * Backlinking us on their website ### Event Partnership * Co-hosting an event with us * Giving out PAF marketing materials at their events * Offering coupons, discounts, free food or goods, raffle prizes, etc. * Allowing us to speak at one of their events * Speaking to our community at a PAF event ### Shared Media * Partnering with us on a social media post * Co-writing an op-ed with us * Sharing our messaging with their base * Inviting us to participate in their hosted media (podcast, blog, etc.) * Making an introduction to other individuals or groups who might support us # Organizer Guide This guide provides organizers with an overview of core responsibilities, tips for effective leadership & activist engagement, and technical overviews for conducting onboardings and using Stampede. **Here are the articles in this section:** | [**Organizer Responsibilities**](/for-organizers/organizer-guide/organizer-responsibilities) | [**New Activist Onboarding**](/other/archived-pages/archive-activist-steward-guide/archive-new-activist-onboarding) | | ---------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------- | | [**Intro to Relational Organizing**](/for-organizers/organizer-guide/intro-to-relational-organizing) | [**Managing Events & Shifts**](/for-organizers/organizer-guide/managing-events-and-shifts) | | [**Ladder of Engagement**](/for-organizers/organizer-guide/ladder-of-engagement) | [**Engaging Activists**](/for-organizers/organizer-guide/engaging-activists) | # Organizer Responsibilities This page outlines your key responsibilities as an organizer. The remaining sections of this guide will explain how to fulfill these responsibilities. 1. **Recruiting, Onboarding & Supporting New Activists** A large part of your role as an organizer is to help grow and maintain our community of activists. This includes recruiting new activists by asking interested people to complete the[ sign-up form](https://stampede.proanimal.org/). It also includes encouraging involvement from new activists by sending personalized invites to events and shifts, helping them feel welcome during socials, and offering support as they get started with their activism. 2. **Organizing & Leading Shifts** Organizers typically lead at least one shift on a biweekly basis. This includes[ scheduling or claiming the shift in Stampede](https://handbook.proanimal.org/for-organizers/organizer-guide/managing-events-and-shifts#scheduling-events), promoting and[ filling the shift](https://handbook.proanimal.org/for-organizers/organizer-guide/managing-events-and-shifts#filling-your-shift), and acting as the[ shift lead](https://handbook.proanimal.org/for-organizers/organizer-guide/managing-events-and-shifts#leading-shifts). During each shift, we want to ensure activists feel supported and that they are part of an organized group. 3. **Keeping Activists Engaged** Grassroots movements such as ours rely on a group of dedicated activists. Organizers each have an assigned group of activists that they’re responsible for moving through the[ ladder of engagement](https://handbook.proanimal.org/for-organizers/organizer-guide/ladder-of-engagement). The organizer’s goal is to invite people to get more involved in the campaign over time by providing support and mentorship. 4. **Tracking Organizing Activity in Stampede** Our[ Stampede](https://stampede.proanimal.org/) portal was created to help support and track organizing efforts. You’re responsible for[ adding](https://handbook.proanimal.org/for-organizers/organizer-guide/managing-events-and-shifts#scheduling-events) any events or shifts you plan to host in Stampede so that the community is aware,[ tracking](https://handbook.proanimal.org/for-organizers/organizer-guide/engaging-activists#tracking-activist-engagement) activists’ levels of engagement with the campaign,[ reaching out](https://handbook.proanimal.org/for-organizers/organizer-guide/engaging-activists#using-stampede-for-outreach) to your assigned activists, and[ logging notes](https://handbook.proanimal.org/for-organizers/organizer-guide/engaging-activists#adding-notes-to-activist-profiles) from your conversations. 5. **Creating a Sense of Community** When activists feel a sense of belonging, relatedness, and community, they are more likely to stay involved. Organizers are the ambassadors of the PAF community, and are instrumental in creating a sense of belonging through[ relational organizing](https://handbook.proanimal.org/for-organizers/organizer-guide/intro-to-relational-organizing). This includes getting to know all activists assigned to you, encouraging participation, and making sure everyone at events you attend feels included and welcomed.
# Intro to Relational Organizing This guide is an example of what is called Relational Organizing. Relational Organizing is a strategy for organizing an activist community by investing in individual relationships. The following principles of Relational Organizing should guide you as you engage in the organizer role: ### **Relationships are the building block of the organization.** [Research](https://opentextbc.ca/introductiontosociology/chapter/chapter21-social-movements-and-social-change/) has shown that the single greatest factor in determining whether someone will get involved and stay involved in a social movement is whether they have friends in the movement. An organizer’s job is to ensure every person who gets involved makes friends in our community so they can sustain over the long term. ### **Take a genuine interest in people.** Relational organizers face a paradox. We’re trying to organize people to build a powerful social movement. But if people feel that we’re only interested in them as pawns in our strategy, their motivation will fall apart. The solution is this: to succeed as an organizer, you need to take a genuine interest in the people you are organizing. You have to connect with the part of you that genuinely wants to get to know them and to see them grow as individuals by participating in the movement. ### **Communicate often, and not always about the campaign.** If every message you send someone has an ask, they’ll get tired of hearing from you. Make sure some of your conversations with your activists are mainly social. Ask lots of questions to keep the conversation going. It’s a good idea for your first message to a new activist to focus on starting a relationship. For instance, ask about their “animal rights story” or how they became interested in activism. # The Ladder of Engagement The ladder of engagement is a framework we use to help deepen the engagement of our activist base. Our goal is not only to get more people involved in the campaign, but to encourage greater involvement from those currently contributing. This section provides an overview of the scale we use to track engagement, and what we should be doing for activists at each stage in order to move them up the ladder and help them to deepen their connection to the campaign. ## Engagement Assessments & Actions: In order to track engagement levels, each Stampede user is assigned a ladder status. ### – **0-Pending** This person has completed the volunteer interest form and been entered into our system, but has not activated their account. If they are still 0 after 30 days they get deleted. * **ACTION**: Get in contact with this person to start building a relationship, get them informed on the campaign, and share next steps to get started. ### **1 – Prospect** They have activated their accounts but have not attended any event. * **ACTION**: Reach out to encourage this person to sign up for their first shift or come to a social. ### **2 – Recruit** This person has signed up for and attended at least one event of any type, but has not yet attended 3 activism events. * **ACTION**: Stay in touch with this person, ask them how their first shift went and encourage them to sign up for another shift. ### **3 – Member** This person has been to 3 activism events (defined as 'non-social' events). This is the ideal stage that we would like to get our activists to. * **ACTION**: Continue to stay in touch with this person and ensure they don’t drop their level of engagement. If they are reliable, consistent, and interested in taking on additional responsibilities, they are prime candidates to become organizers within the campaign.Support Team can upgrade anyone to Ladder Status 4 in Stampede. ### **4 – Organizer** This person has been manually upgraded to Organizer, giving them access to the Organize tab and the ability to create events on Stampede. * **ACTION**: Rely on each other for support! Ask questions about what’s working well for other organizers, and offer your own strategies, wins, and learnings. ### 5 – Admin This person is a staff member at Pro-Animal Future and has additional responsibilities within the campaign. They have the ability to create digital petitions. * **ACTION**: These are the people you can come to with any questions or concerns, or when big decisions about the campaign need to be made. # Speech Talking Points: Rousing the Community Below are some ideas for creating an impromptu speech to inspire others in the community and serve as a reminder of why we are here. * **Define a shared goal:** Create a sense of connection among the community and with the cause by sharing a reminder of the ultimate goal that unites us. * Example: *We are here not as individuals, but as a part of a movement that refuses to turn a blind eye to the suffering of animals. We share in our commitment to creating a world where every being has the right to live freely.* * **Signal urgency:** Remind people of the weight and urgency of our cause. * Example: *Every day, we are surrounded by constant reminders of the individuals who have been lost to the oppressive systems that exploit and harm them.* * **Share compelling stories or campaign statistics:** Show how our efforts are moving the needle, or changing hearts and minds. * Share a moving story from canvassing or interacting with the public * Prepare some stats about the work we’re doing * Number of volunteer hours, completed voter conversations, etc. * **Establish a moral imperative:** Create a sense of shared responsibility. Acknowledge that while what we do is hard, we have an ethical responsibility to fight for those who are being exploited and harmed. * Example: *While at times what we do can feel heavy, frustrating, even futile, now is not the time to give in to those feelings. Now is the time to step up our efforts to fight for those who are suffering.* * **Discuss the value of our work:** Remind people of the value in what we are doing and that every win, however small, can be a catalyst for larger change. * Example: *Through our work, we are not only fighting to ban cruel industries here in Denver, we are laying the groundwork for a future in which this is the accepted norm. Denver can serve as an example for more compassionate choices everywhere.* * **Encourage involvement & recruitment:** Emphasize that we are part of a collective movement where every individual contributes to our broader progress and that the more people we get involved, the stronger we are. * Example: *Every member of our community brings a unique set of experiences, skills, and perspectives to the table. The more people we can get to join in our efforts, the greater our strength as a movement.* * **Call to action:** Acknowledge and express gratitude for the contributions people have made so far, while calling the community to action based on current campaign needs. * Example: *Thank you to everyone whose efforts have gotten us to where we are. Now, more than ever, we need your support in order to get these measures passed.* \[Insert specific action] # Tabling Checklist Review this list before hosting a tabling shift to ensure you have everything you need. If you are in need of any supplies, contact your Campaign Lead! * [ ] Table * [ ] Tablecloth (plus clamps or weights to hold it down) * [ ] Canopy tent or umbrella (optional) * [ ] A-frame sign and/or tabling displays * [ ] Voter handouts * [ ] Pins and/or stickers to give away * [ ] Clipboards with the [email signup sheet](https://drive.google.com/file/d/1sEnm2DI9mVMlgXZIV8QHNzVi2jyveh4y/view?usp=sharing) * [ ] Bluetooth speaker with fun music playing * [ ] A designated camera person with equipment to film conversations * [ ] Optional: a screen with a slideshow of photos of our activism # Managing Events & Shifts How to schedule shifts and events using the Stampede portal, and best practices for running various types of shifts. To get started, navigate to [Stampede](https://stampede.proanimal.org/) and log in. If this is your first time logging in, follow the prompts to sign up on the main page. ## Table of Contents [**Creating Events**](/for-organizers/organizer-guide/managing-events-and-shifts/creating-events) [**Managing Your Event**](#managing-your-event) [**Leading Shifts**](#leading-shifts) # Creating Events How to schedule and cancel shifts and events using the Stampede portal. [**Scheduling Events**](#scheduling-events) [**Canceling Your Event**](#canceling-your-event) ## Scheduling Events How to add an upcoming shift or event that you’ll be hosting to the Stampede portal. 1. Navigate to the ‘Events’ tab in the top menu, then select ‘Host Event’.
2. Enter the event details in the form that appears. * **Name:** What you would like the event title to be (e.g. “Postcard Writing Party”) * **Type:** Select the event type from the available options (voter outreach encompasses most shift types) * **Location:** Where the event will take place. Start typing in the address and accept the auto-complete suggestion to ensure it shows up accurately on the map. Leave this blank if your event is virtual * **Meeting Link**: If the event is virtual or hybrid, you’ll need to create and include a meeting link (e.g. Zoom, Google Meet) Leave this blank if your event is in person * **What to bring:** Any resources you’d like attendees to bring with them, including a charged phone, pen/paper, snacks, etc. * **Start & end time:** Enter the date & time your event will begin, and when you’d like to aim for it to end * **Description:** A brief description of what the event is, the location type and any access instructions that may be needed, and whether food will be served * **Attendee Limit:** Select whether or not you’d like to limit attendees, and if so add the number you’d like to cap attendance at (e.g. 10 people) * **Visible to Public:** Selecting “No” limits the event to only community members with Stampede logins, while selecting “Yes” makes the event viewable to anyone that visits the Stampede site. By default, you can select “No” for smaller social events and shifts since these are generally only open to community members. * **\*Note:** *Selecting “No” also ensures your personal address, if listed, is not visible to the public.*
3. When finished, select the green “Complete” button at the bottom of the form. 4. Your event will appear alongside all other scheduled events under the ‘Browse Events’ tab, where activists can RSVP to attend. **\*Note:** *The ability to copy events, create recurring events, and edit events is coming soon. The platform does not currently support these functions.* ## Canceling Your Event While every user is able to cancel their own events, Organizers and Support team members have the ability to cancel any event. In case of a cancellation, an email is sent to all attendees. 1. If you need to cancel your event, you can do so by locating your event under the ‘Browse Events’ tab, and selecting ‘Cancel event’. * **\*Note:** *Please review the event details to double-check that it is definitely your event before canceling, as organizers have the ability to cancel any event.*
2. If you do need to cancel, be sure to text everyone who RSVP’d to let them know, particularly if it’s a last-minute cancellation as not everyone may check their email. * You can do this by clicking the ‘Details’ button to the right of ‘Cancel event’ as shown above, then, ‘Text attendees’.
* On the next screen, you’ll be prompted to enter a message that will be sent to everyone via text who RSVP’d to your event. # Managing Your Event Once you have created a shift, it’s up to you to make sure that people attend! How to check RSVPs and take action to fill your shift. [**Checking RSVPs**](#checking-rsvps) [**Filling Your Shift**](#filling-your-shift) ## Checking RSVPs To see who has signed up for your shift, you can navigate to the ‘Events’ tab in the top menu, then ‘Browse events’. Scroll through the list to find your event, where you’ll see the number of attendees on the event listing. You can find the specific attendees if interested by clicking ‘Details’. **\*Note:** *After RSVPing to an event, a confirmation email for the event is sent to the activist from which they can add it to their calendar if desired. In addition to their device’s default reminder settings, they can also set a reminder on their Stampede account page if they choose this option. Reminders are sent 24h before an event starts.*
## Filling Your Shift If you still have open spots left for your shift or would like to remind people of your upcoming event, you can do so by sending group reminders or individual invites through Slack and [Stampede](https://stampede.proanimal.org/). Sending individual invites is a great way to encourage activists to attend, and helps make newer or less involved community members feel more welcome. 1. **Slack:** * Send a message in Slack to the **#campaign** channel. * Send individual messages to activists in Slack. (**\*Note:** *Only depend on this for activists that you know to be active on Slack, as not everyone regularly checks their messages*) 2. **Stampede:** * Send a bulk text message reminder to a group of activists. * Send individual texts to specific invitees. * Invite people who live close to your event (this feature sends an automatic text to whoever you invite) **\*\*You can find step-by-step instructions for sending messages through Stampede** [**here**](/for-organizers/organizer-guide/engaging-activists#using-stampede-for-outreach)**.** # Leading Shifts How to get started with preparing for and leading a shift, and instructions for running different types of shifts. [**Running Shifts**](#running-shifts) [**Shift Resources**](#shift-resources) ## Running Shifts Depending on the phase of the campaign, there are different types of shifts you can lead. This may include petitioning, door knocking, tabling, phone/text banking, or postcard writing. Here is a checklist with steps to help get you started. ### Before Your Shift * [ ] **Find a location** * For canvassing activities, consider upcoming events or public spaces with a lot of foot traffic where you can easily reach voters * Postcard writing or text banking can be hosted in public spaces such as vegan restaurants or coffee shops, or in your home or private space * Consider how many people the location can comfortably fit, and cap attendance as needed * [ ] **Prepare supplies** * Think through any resources that may be needed, and ensure that you’re able to supply them (e.g. making sure you have postcards & pens) * [ ] **Consider feeding people** * Depending on the time and location, consider whether food should be served. \*Note: It’s common, but not required, to provide a simple dinner for evening shifts hosted in someone’s home. * If food will be provided, be sure to note this in the event details * You can use or share the social events [food guide](https://handbook.proanimal.org/for-organizers/campaign-guides/social-and-community-events-guide/event-role-checklists/cooks#food-guide-for-cooks) for cooking ideas * [ ] **Create an event in Stampede** * Any shift you choose to lead should be [entered into Stampede](/for-organizers/organizer-guide/managing-events-and-shifts#scheduling-events), with all relevant details. People can RSVP to attend from here * [ ] **Spread the word** * Once posted to Stampede, you can do some [outreach](#filling-your-shift) to make sure people are aware of the event and sign up to attend * [ ] **Make sure you're familiar with the process & steps for the shift activity** * Review available [resources](#shift-resources) so you can guide activists during the shift ### **During Your Shift** * [ ] **Let people eat & socialize before diving in** * Allow 30 minutes or so for people to arrive, settle in, socialize, and eat * [ ] **Provide instructions and resources** * Give a quick overview of what you’ll be doing * Distribute any resources needed * Run through the step-by-step process and invite questions * Allow newcomers to shadow you as needed * [ ] **Take photos!** * Take photos of people working or socializing during the event * Share a photo to Slack in **#campaign** after the event * [ ] **(If applicable) Debrief at the end of the shift** * If this is a newer campaign activity that we’re still working out, it might be helpful to get feedback from attendees at the end to see how it could have gone smoother ## Shift Resources Here are some resources you can reference for step-by-step instructions on leading various types of shifts. * [Postcard Shifts](https://handbook.proanimal.org/for-canvassers/how-to-write-postcards-to-voters) * [Petitioning Shifts](/for-organizers/leading-a-petitioning-shift) **\*Note:** *More guides will be added to this section as we try out different shift types.* # Upload Photos and Videos In Denver, please upload photos to [proanimalcolorado.org/upload](https://proanimalcolorado.org/upload) In Portland, please upload photos and videos to [proanimaloregon.org/upload](https://proanimaloregon.org/upload)
# Engaging Activists This section provides an overview of our ladder of engagement and how to help deepen activists’ connection with the campaign. Our goal as organizers is not only to get more people involved in the campaign, but to encourage greater engagement from those currently involved. This section provides guidance on how to accomplish this, as well as how to track engagement and send messages using Stampede. ## Table of Contents [**Tracking Activist Engagement**](#tracking-activist-engagement) [**Weekly Action Checklist**](#weekly-action-checklist) [**Using Stampede for Outreach**](/for-organizers/organizer-guide/engaging-activists/using-stampede-for-outreach) # Tracking Activist Engagement This section provides an overview of how we define and track engagement levels in Stampede, and what we should be doing for activists at each stage in order to move them up the ladder. [**Ladder Statuses & Actions**](#ladder-statuses-and-actions) [**Adding Notes to Activist Profiles**](#adding-notes-to-activist-profiles) ## Ladder Statuses & Actions The [ladder of engagement](broken://pages/1i36n7wv6pU4oQgzV7Ms) is a framework we use to help deepen the involvement of our activist base. In order to track engagement levels, each Volunteer is assigned a number in [Stampede](https://stampede.proanimal.org/organizing). Below is a guide to the numbered statuses that you’ll find assigned to each volunteer in our system, and the actions needed for the activists at each stage. * **0 – Pending:** They have completed the volunteer interest form and been entered into our system, but they have not yet been onboarded. * **1 – Prospect:** They have completed their onboarding call, but have not yet attended a shift. * 2 – **Recruit:** They have attended their first shift. * **3 – Member:** They are regularly attending different kinds of PAF events and have become an engaged community member. This is the ideal stage that we would like to get people to. (Stampede will automatically assess someone as a 3 after their 7th event). * **4 – Organizer:** This person regularly fulfills certain leadership responsibilities within the campaign. * **T – Support Team:** This person fills a specific technical role on the PAF support team. ## Adding Notes to Activist Profiles Any noteworthy information from your conversations with activists should be logged in Stampede as “Notes”. This could include anything discussed during your [biweekly 1:1s](broken://pages/1i36n7wv6pU4oQgzV7Ms#id-1-1s) that you’d like to keep track of, including pain points and additional needs, ideas and areas of interest, or personal life updates you think other organizers should be aware of. To add notes to activist profiles, you can follow the steps below. 1. From the [Stampede](https://stampede.proanimal.org/organizing) ‘Organizing’ page, you’ll search their name 2. Check the box to the left of their name, then go to the actions bar just below the search and filter bar, and click the “Add Note” option
3. A window will pop up where you can enter your note(s) 4. Once done, select “Create”
**\*Note:** *You can add the same note to multiple activist profiles by selecting each name before clicking “Add Note”. The note will then save to each activist’s profile.* # Weekly Action Checklist In order to stay on top of activist engagement, here is a recommended checklist for weekly outreach and actions. You should perform these tasks for all the activists assigned to you. For guidance on using Stampede for easy outreach, you can follow the instructions [here](/for-organizers/organizer-guide/engaging-activists#using-stampede-for-outreach). *Filter to see only your assigned activists, by selecting “My team” in the search and filter bar on the* [*Stampede organizing page*](https://stampede.proanimal.org/organizing)*. You’ll see a number rating to the right of each person’s name.* * **For anyone marked 0 – Pending:** * [ ] Make sure their ladder status has been [updated](/other/archived-pages/archive-activist-steward-guide/archive-new-activist-onboarding#updating-stampede-profile-statuses) to “Prospect” if they have completed their onboarding call. * [ ] If they haven’t scheduled an onboarding call, consider emailing or texting them with a reminder to do so. * **For anyone marked 1 – Prospect:** * [ ] [Reach out](/for-organizers/organizer-guide/engaging-activists#using-stampede-for-outreach) to invite them to an upcoming shift or community event. * **For anyone marked 2 – Recruit:** * [ ] If they attended their first shift in the past week, [reach out](/for-organizers/organizer-guide/engaging-activists#using-stampede-for-outreach) to see how it went, how they’re feeling, and if they have any concerns. Invite them to another upcoming shift/event * [ ] If they did not sign up for or attend a shift over the past week and haven’t [RSVPd](/for-organizers/organizer-guide/managing-events-and-shifts/managing-your-event#checking-rsvps) to anything, reach out to invite them to an upcoming shift or event * **For anyone marked 3 – Member:** * [ ] If they haven’t attended any shifts/events in the past few weeks and haven’t been attending biweekly [1:1](broken://pages/1i36n7wv6pU4oQgzV7Ms#id-1-1s) calls with you, [text them](#using-stampede-for-outreach) to check in # Using Stampede for Outreach How to use Stampede to search for and filter your assigned activists, and send messages through the platform to streamline your weekly outreach. [**Searching & Filtering Activists**](#searching-and-filtering-activists) [**Sending Individual or Bulk Messages**](#sending-individual-or-bulk-messages) ## Searching & Filtering Activists 1. In the Stampede portal, navigate to the ‘Organizing’ tab in the top menu. 2. If you scroll down, you’ll see a list of all activists. You can narrow the results by using the filter bar at the top, where you’re able to: * Search for individual activists by name * Filter by [ladder status](#ladder-statuses-and-actions) (Prospect, Recruit, Member, etc) * Select ‘My Team’ to see only activists assigned to you
## Sending Individual or Bulk Messages 1. Once you find the activist(s) you’d like to reach out to, you can either send text messages one by one, or in bulk. * **Individual text:** To send a text to one person, search them by name and select the messages icon.
* **Bulk text**: To send a text to multiple activists, you can select them using the check box to the left of their names, then choose an SMS option in the action bar at the top of the list. * **SMS 2-way** sends a text message from your personal phone number so that recipients can respond. This is most likely the option you’ll want to use for personalized outreach messages so that you can have two-way conversations. * **SMS 1-way** sends a text message from a generic PAF phone number. This is an outbound-only text, and they will be unable to reply. This is a good option for sending a generic message such as a bulk invite to the campaign socials, but not for more personalized messages that may warrant a response.
2. Whichever option you select will prompt the messaging app on your device to open. 3. Write your message and send. Any bulk communication is handled by the app and doesn’t cost you anything. # Style Guide Comprehensive instructions for representing Pro-Animal Future, visually and verbally # Organizational Voice How to make your messages sound consistent with Pro-Animal Future's style. Messages from Pro-Animal Future should convey **hope and gratitude**. Hope that when American voters are asked about what kind of world we should create together, those voters will choose a kinder world for animals. Gratitude that when we give an empathetic ear to people’s hesitations about leaving animal farming behind, they respond with increased moral clarity. This is a **movement of regular people** just trying to make the future a bit brighter. If we can demonstrate through our choice of words that we’re **welcoming everyone** to be part of that brighter future, most people will join up. ## Guiding Principles ### Bold We’re asking for big, transformative change, and we’re not shy about it. **Do:** Confidently state that we are working to evolve away from factory farming, one step at a time. **Don't:** Understate our objectives because you’re worried that they won’t be popular. ### Progressive We're boldly marching into a better future and not stuck in the past. **Do:** Use language that emphasizes future possibilities, progress, evolution, and what's achievable. **Don't:** Rely on arguments based on naturalism or other regressive values, such as claiming that veganism is the only "natural" way to eat. **Don’t:** Use the word “progressive” explicitly or rely on it to get this point across. ### Political Our greatest power as individuals and as a movement will come when we act through the political process to change laws and force government action. **Do:** Emphasize political action, collective efforts, and societal progress towards a shared goal. **Don't:** Insist on veganism or individual ethical consumption as the solution. ### Optimistic We believe that the arc of the moral universe, with our help, bends towards justice. We’re fighting to win, whether in one election or towards our ultimate goal. **Do:** Express a belief in positive change and the advancement of justice with our contribution. Even perceived losses can and should be reframed as wins. **Don’t:** Dwell on the negative impacts of factory farming without providing an actionable solution. ### Caring We lead with empathy and listen first. **Do:** Acknowledge that there will be some losses in the world we're trying to create while pointing towards the future we want. **Don't:** Judge, berate, or adopt an adversarial tone. ### Mainstream We're a movement of ordinary people, and everyone is welcome. **Do:** Speak in simple, common language that can be easily understood by all. Speak in an inclusive, relatable way that resonates with a broad audience (e.g. using personal stories) to show that anyone who cares about animals is welcome in this movement. **Don't:** Position ourselves as radical outsiders or suggest that regular people are immoral or hypocritical. Also avoid using academic, philosophical, or activist-specific jargon. ### Grassroots We're a movement of voters, volunteers, and small donors. We fund ourselves so that we can build an independent movement. **Do:** Speak as “we”, use photos of groups of activists, and highlight the entire community that is behind these measures. Messaging should emphasize local volunteers, small-dollar donors, and the power of communities in shaping change. **Don't:** Focus excessively on a few individual contributors, or use messaging that makes us seem like a big, corporate nonprofit rather than a local and people-powered movement. Avoid obvious indications of generative AI usage, such as em-dashes (—) or "it's not just X, it's Y." ### Local We are a collective of local activists fighting to end factory farming in our communities. **Do:** Have activists who live in the relevant region speak regarding their local campaigns, whenever possible. Use "we" when referring to voters, donors, or volunteers in any of the regions Pro-Animal Future works in. Lead with local statistics, endorsements, and stories, instead of relying on global or national ones. **Don't:** Be shy about the connection between PAF chapters and the collective power we're building together. ### Professional We take ourselves and our work seriously, and it shows. We leave people with the impression of a disciplined organization that operates like a well-oiled machine. **Do:** Default to formal language; prefer images of well-groomed volunteers. Censor swear words with an asterisk. **Don't:** Overuse slang, swear words, or exclamation marks. Publish anything implying that Pro-Animal Future is engaging in illegal or quasi-illegal activities. Use swear words on thumbnails, image-based posts or carousels, link preview images, pinned posts, blogs, or press releases. ### Focused We focus on our core issue of animal protection, without alienating potential supporters with partisan messaging or taking a specific stance on controversial or divisive topics that are unrelated to our mission. **Do:** Remain non-partisan with a tone of ‘if you’re pro-animal, you belong here.’ Use good judgment with when and where Pro-Animal Future apparel or signage is worn or displayed, knowing that photos and video can circulate widely and shape public perception. **Don't:** Associate Pro-Animal Future with topics that are divisive among progressives and unrelated to our mission (e.g., foreign policy, policing, housing policy, drug policy, or homelessness). ## Phraseology | Do say | Don't say: | | ----------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------- | | Animal-free or plant-based (food, diets) | Vegan | | "Whether you're vegetarian, vegan, or a meat-eater, we can all agree..." | "It's great to be around other vegans." | | He/she/they (to refer to animals) | It (to refer to animals) | | Voters, campaigners, community members, volunteers, canvassers | Activists (on voter-facing content), vegans | | Our mission is to evolve away from / phase out / end factory farming. | Our mission is to end the farming of animals for food. | | "A pro-animal world is possible, thanks in part to new technology." | "Cultivated meat will solve our problems." | | “We’re pushing back against factory farming / industrial agriculture / mega-farms / the corporate meat industry.” | “We’re pushing back against animal agriculture / ranchers / farmers / the meat industry.” | | “The corporate meat industry is bad” | “Meat is bad” | | Animal protection, animal freedom, animal welfare | Animal rights, animal liberation | # Visual Style {% file src="/files/Eft95D0Hznk8zEasoqny" %} Click to download the below guide as a PDF {% endfile %}
Roboto is a widely (and freely) available Google font. Effra is a licensed font; if you need Effra files for a PAF project, contact your campaign lead.
## Hex Codes (copy+pastable) Green: #5AE200 White: #FFFFFF Black: #000000 Orange: #FF8E00 Blue: #00B9FF Yellow: #FFEB00 Gray: #ededed
## Imagery ### Local Imagery Do use images or footage taken in the local area we’re running campaigns, when possible. ### Graphic Images Sharing information and stories about factory farming inherently involves graphic imagery. When presenting actual photo/video images, however, PAF does not show gory imagery without the viewer opting in. Upsetting imagery without gore (e.g. showing confined conditions, but not slaughter or blood) can be shown without an opt-in but should be used sparingly so as not to degrade animals' dignity and further normalize extreme violence. A good rule of thumb is to use images the way you would if your own dog or child were the subject. # Content Guidelines for Social Media What is and is not appropriate for PAF's social media pages. ## What We Post Social media is a way for Pro-Animal Future to reach a unique audience. By posting regularly and replying to comments consistently on different platforms, we hope to inspire people in our campaign regions to sign, talk about, and vote for our initiatives, inspire people in other jurisdictions to do similar work elsewhere, and inspire volunteers to join and keep coming out. We also want to build excitement for our campaigns among activists across the country. PAF is a professional organization, but we can be playful and subversive on social media. We are terrifying the corporate meat industry and want everyone to know about it. * Photos of activism, especially people smiling and looking at the camera * Photos of community events, candid and posed * Messages promoting getting involved in the campaign, showing up to particular events, or voting yes on our initiatives * Animal rights news, shouting out specific groups or individuals responsible for success (when applicable) * Anything relating to animal rights and politics * Text in the plural first person (we/us) * Replies or “hearts” on all positive comments (be nice to trolls or ignore them) * Photos/videos of animals that create a positive emotional connection * Information about the harms of animal agriculture * Funny memes ## What We Don’t Post * Photos of people privately hanging out with each other or at an informal event that wasn’t open to the entire campaign (so that no one feels excluded or exposed) * Anything relating to veganism or diet change * Too many photos of any one individual * Graphic content * Negativity (no doomerism, we want to remain hopeful) * Any animal products * Illegal, borderline illegal, or risky activism (i.e. no disruptions) * Content with too much swearing (keep it to one swear word per post max) # Model Agendas & Activities ### Highlights | Item | Summary/purpose | | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------- | | [Contemplation of Why We Are Here](/for-organizers/model-agendas-and-activities/contemplation-of-why-we-are-here) | A scripted meditation to call attention to our collective purpose. Good for starting meetings. | | [Fast Team Formation](/for-organizers/model-agendas-and-activities/fast-team-formation) | An agenda for rapidly forming a team to tackle an action. | | [Before-](/for-organizers/model-agendas-and-activities/before-action-review) and [After-](/for-organizers/model-agendas-and-activities/after-action-review)Action Reviews | A pair of simple agendas to build learning and reflection into the regular life of a team. | | [Self-Diagnostic Tool for Teams](https://drive.google.com/file/d/1kYM6sThB1cxuXPohK581rrPYSehMOGjI/view?usp=sharing) | A self-coaching tool to reflect on the health of your team and how to improve it. | # Contemplation of Why We Are Here A scripted meditation to call attention to our collective purpose. Good for starting meetings. Adapted from Animal Think Tank Let’s take a minute to remember why we’re here. You might want to ground your feet \[pause], find a balanced posture, and close your eyes if you feel comfortable doing so \[pause], and we’ll take some time… ...to remember our deep connection with fellow animals. To remember the individuals we have known, and those we've shared our lives with. To remember how they, like us, have the capacity to love, to be playful, to feel joy. We're here to remember all fellow animals, whether big or small, on the land or in the sea, as well as all those who are invisible to us, in our soils and in our homes. And to remember those whose homes and habitats we invade and destroy. To remember all those who are born into captivity, where they suffer and are killed. To remember how their families are torn apart, and how they grieve. To remember how they resist and fight back every day. But also to remember those who free themselves, and those who are freed by others. To remember those who live free from human interference and oppression, and those who live in peaceful co-existence with humans. And to remember the possibilities that these offer for all of us. \
# Fast Team Formation Borrowed from the "6 Team Conditions" framework. [Source.](https://6teamconditions.com/blog/fast-team-formation-5-steps-10-minutes) ## Purpose This agenda is useful when assembling a group of people *who do not already constitute a formal team* to accomplish a task together. It can take as little as 10 minutes, or as long as 90 minutes, depending on how much time you have and the scope of the task you're trying to accomplish. ## Principles A few rules for the meeting before you jump in: 1. **Privacy:** Hold the briefing in a place where others cannot overhear it. 2. **Presence:** Begin only when all participants are present. 3. **Faces:** Members are identifiable to each other, and making eye contact. 4. **Fast:** Each step (below) takes no more than 20% of the total time allotted for the meeting. 5. **Facilitator:** One person is responsible for facilitating and keeping time. ## Steps If one person is mainly responsible for convening the group, it may be appropriate for them to drive the conversation and prescribe some answers, especially if time is very short. Otherwise, each person should speak in rounds. ### 1. Primary Purpose What is our primary objective? Does anyone have questions or elaborations? ### 2. People and Resources Each person gives his or her name (no need for pedigrees), and briefly describes any special training or experience that could help the team achieve its purposes. ### 3. Team Roles & Norms What is each person’s role on the team? What must we be sure to always do as we work together? What should we be careful never to do? ### 4. Special Circumstance Are there any special complexities or constraints we need to attend to? How will we deal with them? ### 5. Uncertainties and Concerns What remaining questions or concerns should we address before we begin? *Important:* Each team member is asked in turn for any questions/concerns. # Before-Action Review [Source](https://drive.google.com/file/d/1JvlqoWJZBuYr7_OgIoX54QSTt7MB_ZJo/view). Before-Action Reviews (BARs) should always be followed up with an [After-Action Review](/for-organizers/model-agendas-and-activities/after-action-review). {% hint style="info" %} BARs and AARs are meant to be conducted frequently, after small actions such as a single community event or even a canvassing shift. The point is to continually improve our processes in the midst of a campaign, rather than waiting until the end. {% endhint %} ## Purpose The primary goal of the BAR is to make sure that everyone is on the same page with regard to the goal of the collaboration, thinking actively about how to achieve that goal, and taking past lessons into account. It's also the time to ensure everyone knows there will be an AAR to reflect on results. Try to go beyond the plan that exists on paper and ask “what else will it take?” and “what else can we try?” ## Principles A few rules before jumping in: 1. **Participants:** The BAR should involve everyone responsible for some part of the outcome, *and only those people.* 3-7 participants is typically ideal, though it can work with as many as 12. If larger than that, break into groups based on role. 2. **Preparation:** Any relevant planning documents, goals, or metrics that exist should be available to all participants. Otherwise, just be sure your ready to take notes. A flipchart or digital whiteboard will help. 3. **Speak in rounds:** It's crucial to ensure every voice is included in the BAR, because each participant may have information that is crucial to success. Every participant should speak on each question. ## Steps Discuss, take notes on, and generate next-actions for each of the following. ### 1. What is our intended result? If the goal is already specified, simply review it. This doesn't need to take long. ### 2. How will we measure success? The more concrete, the better. ### 3. What challenges will we face? Get real. Uncomfortable truths are encouraged. ### 4. What did we learn last time? If you've done this before, identify at least one concrete thing you can do to improve. ### 5. What do we think will make us successful this time? Frame this as scientific hypotheses: if we change X, Y will improve. # After-Action Review [Source](https://drive.google.com/file/d/1JvlqoWJZBuYr7_OgIoX54QSTt7MB_ZJo/view). After-Action Reviews (AARs) should ideally always be preceded by a [Before-Action Review](/for-organizers/model-agendas-and-activities/before-action-review), but if you forgot, it's still worth doing the AAR. {% hint style="info" %} BARs and AARs are meant to be conducted frequently, after small actions such as a single community event or even a canvassing shift. The point is to continually improve our processes in the midst of a campaign, rather than waiting until the end. {% endhint %} ## Purpose The primary goal of the AAR is to work together to consciously test out and refine a group’s thinking and actions in a timely way within the work itself, while there is still an opportunity to correct course and improve the outcomes of a project or initiative. ## Principles A few rules before jumping in: 1. **Participants:** The AAR should involve everyone from the BAR*.* You are encouraged to invite the Historian as well. Other organizational leaders who did not participate in the activity may re- quest to participate in the AAR; if and how they participate should depend on the culture and level of trust in the group. 2. **Preparation:** Notes from the BAR, measurable results from the action, and a means to take new notes. Relevant roles should be prepared to provide specific answers based on the success metrics outlined in the BAR. 3. **Speak in rounds:** It's crucial to ensure every voice is included in the AAR because each participant made unique observations that may be crucial to learning. ## Steps Discuss, take notes on, and generate next-actions for each of the following. ### 1. What was our intended result? If you conducted a BAR, this needn't take long. Questioning the intended result as stated in the BAR belongs in question 3. ### 2. What were our actual results? Brief. Discussion of *why* should be saved for the next question. For now, just lay out the results on each measure of success. ### 3. What caused those results? The bulk of your time should be spent here. Explore whatever answers come up, and keep asking "Why?" to get to the root. ### 4. What lessons should we take forward for next time? Seek to identify 1-3 (or more) concrete, powerful insights about how the group can change its approach in the future. # Basic Ad-hoc/Tactical Meeting Agenda A flexible meeting agenda for almost any occasion. For a Google doc version of this agenda you can easily copy into a new doc, click [here](https://docs.google.com/document/d/13GgRiidIxEiIi3RRQ_xbT1Jz_8UGxj0W4RP4NTFOsZs/edit). {% hint style="info" %} The [Before-Action](/for-organizers/model-agendas-and-activities/before-action-review) and [After-Action](/for-organizers/model-agendas-and-activities/after-action-review) Review agendas are designed for a single task, like hosting an event. This agenda is better suited for a fixed team that repeatedly collaborates on similar tasks, though such a team could still use BARs and AARs for a specific project. {% endhint %} * Clarify the roles of each person present, including facilitator. * Silent meditation proportional to meeting length. * Check-in round. * [*Contemplation of why we are here*](/for-organizers/model-agendas-and-activities/contemplation-of-why-we-are-here) *(optional).* * State purpose of meeting: *\[purpose]* * Update on action items, projects, and metrics as needed. * Build agenda * *\[list agenda items, or use the table below]* * [Process agenda items](https://static1.squarespace.com/static/5d1239a79c02150001db74d4/t/5e263afd3779916755048268/1579563773750/Tactical-Card_V.5_09-24-19.pdf) * Check-out round. #### Agenda Table | **Agenda Item** | **Name & role bringing it** | **Time (best guess in minutes)** |

Type

1. Request of someone else to do something

2. Ask for information or help making a decision

3. Share information or give input into someone else’s decision

4. Governance

|

Priority

1. Mission critical: something really bad will happen if this isn’t processed today

2. There’s a good reason why this is urgent

3. Can go after mission critical & urgent stuff

4. Not time-sensitive

| | --------------------------- | --------------------------- | -------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Example: Marketing strategy | Arjun | 10 | 2 | 3 | | | | | | | # Leading a Petitioning Shift This guide provides organizers with an overview of how to effectively lead a petitioning shift, including supplies to bring, actions to take, and FAQs. ## Table of Contents [**What to Bring for Petitioning**](/for-organizers/leading-a-petitioning-shift/what-to-bring-for-petitioning) [**Running Your Petitioning Shift**](/for-organizers/leading-a-petitioning-shift/running-your-petitioning-shift) [**Tips & FAQs**](/for-organizers/leading-a-petitioning-shift/tips-and-faqs) # What to Bring for Petitioning A checklist of what supplies to bring with you to lead a signature gathering shift. If you need any materials, reach out to your Campaign Coordinator! ## Supplies Checklist * [ ] **Petitioning kits for new canvassers** * Two clipboards (one for each petition packet) * Each of the two petition packets (fur and slaughterhouse) for every new petitioner * **\*Note:** *Be sure to have some extras on hand, just in case someone brings friends along!* * [ ] **Printed** [**Canvassing Quick Guides**](https://docs.google.com/document/d/1B_GJahh0iE9DixoDfuV1eWGdJ3LoYWymLMvZOQANAAI/edit?usp=sharing) **for new volunteers** * [ ] **Extra petitioning supplies** * Petition packets (in case anyone has filled theirs) * Extra clipboards (in case anyone forgets theirs) * [ ] **Extra pens (black or blue only)** * [ ] **Volunteer Contacts** – be sure to either add activists' contacts to your phone, or make sure you're able to sign in to [Stampede](https://stampede.proanimal.org/) from your phone to send texts that way. * This will allow you to easily update volunteers in the event of any changes, as not all volunteers are active on Slack. * You can send texts to scheduled attendees using the steps below. ### **To use** [**Stampede**](https://stampede.proanimal.org/) **for volunteer outreach:** 1. Navigate to the [Events](https://stampede.proanimal.org/events) page in Stampede 2. Select the "Browse Events" tab, and locate your shift 3. Click "Details" 4. Click the "Text attendees" button at the bottom to send a message to everyone who has RSVPd 5. This will prompt the messaging app on your device to open 6. Write your message and send. *\*Any bulk communication is handled by the app and doesn’t cost you anything* # Running Your Petitioning Shift A checklist of action items to keep in mind as you move through your shift. ## Start of Shift * [ ] **Arrive first at the designated meeting location to welcome shift participants** * [ ] **Make sure new canvasser petitions are folded and clipped to the signature page** * [ ] **Pass out** [**resources**](/for-organizers/leading-a-petitioning-shift/what-to-bring-for-petitioning#supplies-checklist) * Petitioning kits for new canvassers: clipboards, petition packets * Additional petition packets as needed * Extra supplies as needed: pens, sunscreen, water bottles, snacks * [ ] **Provide campaign updates and give a** [**Rousing Speech**](https://handbook.proanimal.org/for-organizers/campaign-guides/speech-talking-points-rousing-the-community) * If there are new activists at your shift, be sure to share the current state of the campaign, what our goal is, and how close we are to achieving that goal. * *This could include the number of total signatures or % to our total signature goal. These stats can typically be found in the **#a-co-campaign** channel in Slack or the \[progress tracker]* * [ ] **Discuss the shift plan** * Talk about how you'll distribute across the event, location and time for meeting up at the end of the shift, etc. Share where you’ll be standing in case anyone has questions * (Optional but encouraged) Have canvassers set a group signature goal * [ ] **Provide some brief reminders** * Direct voters with additional questions to the PAF website via the QR code on the clipboards * People not currently registered to vote cannot sign * [ ] **Provide orientation to new volunteers** * Go over basic talking points * Consider some brief role-playing to allow them to practice * Offer to let them shadow you or another seasoned volunteer * Remind them not to worry about how many signatures they get their first time, and to just focus on getting comfortable! ## During Shift * [ ] **Check in with newer volunteers mid-shift** * See if any questions have come up or if they need help * [ ] **Stay in a somewhat central/visible location for any questions & needs that arise** * [ ] **Step in to help as needed...** * If you hear anyone struggling or unable to answer a question * If someone provides wrong information, let them know after their interaction for next time * [ ] **Take photos of the campaign in action!** * Visible clipboard backs * Green PAF shirts * Visible faces * Action shots of people signing petitions ## End of Shift * [ ] **Meet at designated location at the agreed-upon time** * [ ] **Ask some debriefing questions** * How did it go? What did you notice? * What was your favorite/least favorite interaction today? What did you learn from it? * What are some other things you learned today? Any insights to share? * [ ] **Get a group signature tally to see how the shift went** * [ ] **Provide feedback as needed to improve performance and confidence** * [ ] **Remind activists to complete the post-petitioning report form** \[sent by Stampede] * [ ] **Take a group photo and upload to one of the following: proanimaldc.org/upload** \ **proanimaloregon.org/upload**\ **proanimalcolorado.org/upload** * [ ] **Post to Slack /** Signal **after your shift with a photo, group signature count, and shoutout(s)** # Tips & FAQs Best practices and tips for leading a petitioning shift, as well as some frequently asked questions. ## Tips for Running Your Shift 1. Check in with the people in your shift and listen to any concerns they have. Report back to your Campaign Director on anything we could be doing to better support activists' efforts. 2. Remind first-timer canvassers not to worry about how many signatures they get, and just focus on getting comfortable with asking people to sign. 3. Remind activists that people need to be actively approached for signatures - most people will not stop and engage on their own. 4. We have to operate under the assumption that people from the animal agriculture industry will be trying to gather information on our campaign. If petitioners violate the rules (found in the petition packet), they could receive a fine. 5. Get lots of photos throughout the event! 6. See if anyone wants to meet up before or after your shift for coffee, a bite to eat, etc. ## FAQs **If a volunteer comes to a shift but hasn’t filled out the Stampede sign-up form, can they still participate?** Yes, that's fine, but encourage them to fill it out! **What should canvassers do with completed petition packets?** Canvassers should keep their completed petition packets and let their campaign director know so they he arrange to collect them. Completed petitions can also be notarized and collected at social events. Canvassers should not fill out the notary form on the last page of the packet until it has been collected. **What is the average rate of signatures per hour, in case anyone asks or is looking for a rough goal?** Experienced canvassers average around 22 signatures per hour. **Can people who say they will be registered to vote soon still sign?** No, people need to be registered at the time of signature. **What should I do if approached by a reporter? Can I answer their questions about the campaign?** Avoid answering any questions from reporters and instead direct them to the [website](https://proanimal.org/), where they can find additional information and contact the support team directly. # Corporate Bylaws Pro-Animal Future's bylaws, along with certain supporting corporate policies, are maintained in order to ensure Pro-Animal Future's compliance with the laws governing tax-exempt social welfare organizations at both state and federal levels. The bylaws and policies under this heading are not to be amended without qualified legal consultation. This section doesn't have much to do with the day-to-day life of the organization but they are always operating far in the background. New partners can definitely skip this part. As with other items in this handbook, the versions here are authoritative. # Bylaws Pro-Animal Future's corporate bylaws, as registered in the State of Colorado. Updated 2024.11 # Article I: Purpose #### **Section 1.1 Name.** The Organization shall be known as Pro-Animal Future, though at times it may also conduct business under such names as Pro-Animal Denver, Pro-Animal Colorado, Pro-Animal Oregon, etc. #### **Section 1.2 Purpose.** The mission of the organization shall be as follows: > Build a political movement to end the farming of animals through grassroots campaigns to turn public support for animals into law. # Article II: Offices #### Section 2.1 Business Offices. The principal office of the Organization in the State of Colorado shall be at such location as the Mission Circle shall determine. The Organization may have such other offices, either within or without the State of Colorado, as the Mission Circle may determine from time to time. #### Section 2.2 Registered Office. The Organization shall have and continuously maintain in the State of Colorado a registered office, and a registered agent whose office is identical with such registered office. The registered office may be, but need not be, identical with the principal office of the Corporation in the State of Colorado. The registered agent and the address of the registered office may be changed from time to time by the Mission Circle. # Article III: Members The Organization shall not have voting members as that term is used in the Act and shall have no capital stock. However, the Organization may have such classes of nonvoting members as may from time to time be prescribed by its Bylaws, the Mission Circle, or any subcircle to which the Mission Circle delegates such authority. The designation of each class of members and their respective manner of election or appointment, qualifications, tenure, terms of membership, rights, limitations and obligations shall be as provided in the same manner. Members shall have no voting rights or other management powers. The Corporation shall be governed exclusively by the Mission Circle pursuant to Article IV hereunder. # Article IV: Mission Circle **Section 4.1 General Powers.** The affairs of the Organization shall be managed by its Mission Circle (MC). The Mission Circle shall have all powers and responsibilities of a Board of Directors subject to any limitations set forth in the Act, the Articles of Incorporation, and these Bylaws. **Section 4.2 Number and Eligibility** There shall be no less than one (1) and no more than eleven (11) members of the Mission Circle, who may be referred to as “Directors”. Directors need not be residents of the State of Colorado. All Directors shall serve until they resign, are removed, or until their successors are duly elected and qualified. Directors shall have equal voting privileges to consist of one vote each. **Section 4.3 Removal of Directors.** Any Director may be removed, with or without cause, by a majority vote of the Directors present at a meeting at which a quorum is present, excluding the Director in question. **Section 4.4 Vacancies.** Whenever a vacancy occurs on the Mission Circle by reason of death, resignation, incapacity, removal or otherwise, such vacancy may be filled by a majority vote of the Directors present at a meeting at which a quorum is present. **Section 4.5 Regular Meetings.** No annual regular meetings of the Mission Circle are required. However, if there is an annual meeting of the Mission Circle, it shall be held upon notice at such time as determined by itself, and shall be called by any Director. The Mission Circle may provide by resolution the time for the holding of additional regular meetings with notice to be given as set forth herein. **Section 4.6 Special Meetings.** Special meetings of the Mission Circle may be called by or at the request of any Director. Notice of any special meeting shall state the purpose(s) of the special meeting. **Section 4.7 Notice of Meeting.** Notice of each meeting of the Mission Circle stating the date, time and place of the meeting shall be given to each Director at least seven (7) days prior thereto by telephone, facsimile, electronic transmission or any other form of wire or wireless communication (and the method of notice need not be the same as to each Director). A Director may waive notice of any meeting before or after the time and date of the meeting stated in the notice. **Section 4.8 Quorum and Voting.** A majority of Directors serving the Organization at the time notice of a meeting of Directors is given shall constitute a quorum for the transaction of business at such meeting of the Mission Circle; but if less than a majority of the Directors are present at said meeting, a majority of the Directors present may adjourn and reconvene the meeting from time to time without further notice. The act of a majority of Directors present at a meeting at which a quorum is present shall be the act of the Mission Circle unless a greater number of votes are required by the Act or these Bylaws. **Section 4.9 Voting by Proxy.** No Director may vote or act by proxy at any meeting of the Directors. **Section 4.10 Action Without Meeting.** Any action of the Mission Circle may be taken by written action signed by the number of directors that would be required to take the same action at a meeting of the Mission Circle at which all directors were present. The written action is effective when signed by the required number of directors unless a different effective time is provided in the written action. When written action is permitted to be taken by less than all directors, all directors shall be notified immediately of its text and effective date. Action taken pursuant to this section may be transmitted or received by mail or by facsimile, e-mail, or other form of communication permitted by the Act and must be in a form sufficient to identify (i) the Director or committee member; (ii) the Director's or committee member’s vote, abstention, demand, or revocation; and (iii) the proposed action to which such vote, abstention, demand or revocation relates. For the purpose of this section, communication to the Organization is not effective until received. **Section 4.11 Deemed Assent.** A Director who is present at a meeting of the Mission Circle when action is taken is deemed to have assented to all action taken at the meeting unless such Director objects as required under the Act. Such right of dissension or abstention is not available to a Director who votes in favor of the action taken. **Section 4.12 Telecommunication Meetings.** Directors or the members of any committee of the Mission Circle may participate in a regular or special meeting by, or conduct the meeting through the use of, any means of communication by which all members participating may hear each other during the meeting. A Director or committee member participating in a meeting by this means is deemed to be present in person at the meeting. **Section 4.13 Compensation.** Directors and committee members shall not receive compensation for their services as such; however, the reasonable expenses of Directors and committee members for attendance at meetings may be paid or reimbursed by the Organization. Directors and committee members shall not be disqualified to receive reasonable compensation for services rendered to or for the benefit of the Organization in any other capacity. **Section 4.14 Voting and Recusal** In decisions regarding a member of MC, that member shall be recused along with any member who has a conflict of interest concerning that member, including a familial relationship, significant unresolved interpersonal conflict, or romantic relationship within the past three years. Unless specified otherwise in these bylaws, ​​all actions of MC shall be resolved by a bare majority vote. If the board is gridlocked and cannot reach a majority resolution, the status quo shall prevail, including in the retention of employees and contractors described in Article 5.
# Article V: Delegation & Retention of Authority **Section 5.1 Delegation** The Mission Circle hereby adopts the Holacracy constitution, version 5 ("the Constitution"), as the core governance document of the organization. MC delegates responsibility for and authority over the governance and operation of the Organization to the Strategy Circle, according to the rules laid out in the Constitution. The Strategy Circle will generally comprise any members of the Mission Circle who, as employees, contractors, or volunteers, are highly involved in the daily operation of the Organization, along with other members added from time to time according to the Constitution. MC retains those duties and responsibilities it is required by the governing law to discharge as a board of directors. Otherwise, it retains only the functions laid out in the following sections. **Section 5.2 Determining Board Membership** MC shall determine and maintain its own membership through the process outlined in Article 4. It shall generally seek to maintain a membership of approximately six (6) to eight (8) members, with employees and contractors comprising no more than 50% of MC membership except in case of a temporary vacancy. **Section 5.3 Retention of Employed Board Members** Hiring and retention of employees and contractors is entrusted to the Strategy Circle, except in the case of any employee or contractor who is also a member of MC, in which case MC shall vote on their retention. Such votes shall happen at least annually and can be called more frequently by any member. This vote may happen at a meeting or through written action. **Section 5.4 Whistleblower Complaints** In accordance with the Employee Code of Conduct & Whistleblower Policy appended to these bylaws, the MC shall evaluate any complaint made about a member of MC by any employee, volunteer, or associate of Pro-Animal Future regarding violations of the organization’s policies or code of conduct. Complaints regarding members’ conduct in their personal lives outside the scope of their role with the organization and its policies and code of conduct are generally beyond the purview of MC. **Section 5.5 Amendements** MC reserves the power to amend these bylaws from time to time according to Article IX.
# Article VI: Records #### Section 6.1 Minutes, Records, Etc. The Organization shall keep as permanent records minutes of all meetings of the Mission Circle, a record of all actions taken by the MC without a meeting, a record of all actions taken by a committee on behalf of the Organization, and a record of all waivers of notices of meetings of each Board or any committee of each Board. #### Section 6.2 Accounting Records. The Organization shall maintain appropriate accounting records. #### Section 6.3 Records in Written Form. The Organization shall maintain its records in written or electronic form. #### Section 6.4 Records Maintained at Principal Office. The Organization shall keep a copy of each of the following records at its principal office: 1. The articles of incorporation; 2. These Bylaws; 3. A list of the names and business or home addresses of all current Directors and Officers; 4. All financial statements and Forms 990 prepared for periods ending during the last three years; 5. The Organization's application for recognition of exemption and the tax-exemption determination letter issued by the Internal Revenue Service; and 6. All other documents or records required to be maintained by the Organization at its principal office under applicable law or regulation. # Article VII: Contracts, Checks, Deposits, Gifts, and Proxies #### Section 7.1 Contracts. The Mission Circle may authorize any subcircle, agent or agents of the Organization to enter into any contract or execute and deliver any instrument in the name of and on behalf of the Organization. Such authority may be general or confined to specific instances. #### Section 7.2 Checks, Drafts, Etc. All checks, drafts or orders for the payment of money, notes or other evidences of indebtedness issued in the name of the Organization, shall be signed by such Officer or Officers, agent or agents of the Organization and in such manner as shall from time to time be determined by resolution of the Board of Directors. In the absence of such determination by the Board of Directors, such instruments shall be signed by the Treasurer and countersigned by the President of the Organization. #### Section 7.3 Deposits. All funds of the Organization shall be deposited from time to time to the credit of the Organization in such banks, or other depositaries as directed by the Board of Directors. #### Section 7.4 Gifts. The Board of Directors may accept on behalf of the Organization any contribution, gift, bequest, or devise for the general purposes or for any special purpose of the Organization so long as consistent with the Articles of Incorporation and these Bylaws. # Article VIII: Indemnification #### Section 8.1 Indemnification. The Organization shall indemnify, to the maximum extent permitted by law, any person who is or was a director, officer, agent, member of any committee of the Organization, fiduciary or employee of the Organization against any claim, liability or expense arising against or incurred by such person made a party to a proceeding because such person is or was a Director, officer, agent, member of any committee of the Organization, fiduciary or employee of the Organization, or because such person is or was serving another entity as a director, officer, partner, employee, fiduciary or agent or member of any committee at the Organization's request. #### Section 8.2 Insurance. The Organization may purchase and maintain insurance on behalf of a person who is or was a Director, officer, employee, fiduciary, agent or member of any committee of the Organization, or who, while a Director, officer, employee, fiduciary, agent or member of any committee of the Organization, is or was serving at the request of the Organization as a Director, officer, partner, member, manager, trustee, employee, fiduciary, or agent of another domestic or foreign corporation, nonprofit corporation, or other person or of an employee benefit plan, against liability asserted against or incurred by the person in that capacity or arising from the person's status as a Director, officer, employee, fiduciary, agent or member of any committee of the Organization. # Article IX: Amendments These Bylaws may be altered, amended or repealed and new Bylaws may be adopted by the Directors at any regular or special meeting of the Mission Circle if proper notice is given pursuant to Section 4.7; provided, however, that these Bylaws may not be amended in a manner which is in-consistent with the Articles of Incorporation or which would disqualify the Corporation under §501(c)(4) of the Code. Such notice shall summarize the proposed changes to be made. # Article X: Standards of Conduct #### Section 10.1 General Standards of Conduct. Each Director shall discharge the Director’s duties as a Director, including the Director’s duties as a member of a committee of the Mission Circle, and each Officer shall discharge the Officer’s duties, (i) in good faith, (ii) with the care an ordinarily prudent person in a like position would exercise under similar circumstances, and (iii) in a manner the Officer or Director reasonably believes to be in the Organization's best interests. #### Section 10.2 Reliance on Information. In discharging his or her duties, a Director or Officer is entitled to rely on information, opinions, reports, or statements, including financial statements and other financial data, if prepared or presented by (i) one or more Officers or employees of the Organization whom the Director or Officer reasonably believes to be reliable and competent in the matter presented, (ii) legal counsel, a certified public accountant, or another person as to matters the Director or Officer reasonably believes are within such person’s professional or expert competence, or (iii) in the case of a Director, a committee of the Board of which the Director is not a member if the Director reasonably believes the committee merits confidence. A Director or Officer is not acting in good faith if the Director or Officer has knowledge concerning the matter in question that makes reliance otherwise permitted by this Section 10.2 above unwarranted. #### Section 10.3 Conflicts of Interest. The Board shall adopt a Conflict of Interest Policy. A Director shall promptly disclose to the Board the material terms of any proposed transaction or action involving the Organization with respect to which such Director may have a conflict of interest. The disclosure shall include all material facts regarding the terms of the transaction, and any relationship that the Director may have with other parties involved in the transaction. Should a conflict of interest exist, the Board shall comply with the requirements of the Act and its duly adopted Conflict of Interest Policy. Section #### 10.4 Compliance with Standards of Conduct. A Director or Officer is not liable in his or her capacity as a Director or Officer to the Organization for any action taken or omitted to be taken as a Director or Officer, as the case may be, if, in connection with such act or omission, the Director or Officer performed the duties of the position in compliance with this Article X. # Article XI: Miscellaneous #### Section 11.1 Governing Law. These Bylaws shall be deemed to be made under and shall be construed in accordance with the laws of the State of Colorado. #### Section 11.2 Captions. All Article or section titles contained in these Bylaws are for convenience only and shall not be deemed part of the context of these Bylaws. #### Section 11.3 Construction. All pronouns and any variations thereof shall be deemed to refer to the masculine, feminine, gender non-binary, singular or plural as the identity of the person or persons may require. # Conflict of Interest Policy Adopted by Resolution of the Governing Board of Pro-Animal Future ### **Article 1 – Purpose** The purpose of the conflict of interest policy is to protect the interest of Pro-Animal Future (the Organization) when it is contemplating entering into a transaction or arrangement that might benefit the private interest of an officer or director of the Organization or might result in a possible excess benefit transaction. This policy is intended to supplement but not replace any applicable state and federal laws governing conflict of interest applicable to nonprofit and charitable organizations. ### **Article II – Definitions** #### **1. Interested Person** Any director, principal officer, or member of a committee with governing board delegated powers, who has a direct or indirect financial interest, as defined below, is an interested person. #### **2. Financial Interest** A person has a financial interest if the person has, directly or indirectly, through business, investment or family: a) An ownership or investment interest in any entity with which the Organization has a transaction or arrangement. b) A compensation arrangement with the Organization or with any entity or individual with which the Organization has a transaction or arrangement, or c) A potential ownership or investment interest in, or compensation arrangement with, any entity or individual with which the Organization is negotiating a transaction or arrangement. Compensation includes direct and indirect remuneration as well as gifts or favors that are not insubstantial. A financial interest is not necessarily a conflict of interest. Under Article III, Section 2, a person who has a financial interest may have a conflict of interest only if the appropriate governing board or committee decides that a conflict of interest exists. ### **Article III – Procedures** #### **1. Duty to Disclose** In connection with any actual or possible conflict of interest, an interested person must disclose the existence of the financial interest and be given the opportunity to disclose all material facts to the directors and members of committees with governing board delegated powers considering the proposed transaction or arrangement. #### **2. Determining Whether a Conflict of Interest Exists** After disclosure of the financial interest and all material facts, and after any discussion with the interested person, he/she shall leave the governing board or committee meeting while the determination of a conflict of interest is discussed and voted upon. The remaining board or committee members shall decide if a conflict of interest exists. #### **3. Procedures for Addressing the Conflict of Interest** a) An interested person may make a presentation at the governing board or committee meeting, but after presentation, he/she shall leave the meeting during the discussion of, and the vote on, the transaction or arrangement involving the possible conflict of interest. b) The chairperson of the governing board or committee shall, if appropriate, appoint a disinterested person or committee to investigate alternatives to the proposed transaction or arrangement. c) After exercising due diligence, the governing board or committee shall determine whether the Organization can obtain with reasonable efforts a more advantageous transaction or arrangement from a person or entity that would not give rise to a conflict of interest. d) If a more advantageous transaction or arrangement is not reasonably possible under circumstances not producing a conflict of interest, the governing board or committee shall determine by a majority vote of the disinterested directors whether the transaction or arrangement is in the Organization’s best interest, for its own benefit, and whether it is fair and reasonable. In conformity with the above determination it shall make its decision as to whether to enter into the transaction or arrangement. #### **4. Violations of the Conflicts of Interest Policy** a) If the governing board or committee has reasonable cause to believe a member has failed to disclose actual or possible conflicts of interest, it shall inform the member of the basis for such belief and afford the member an opportunity to explain the alleged failure to disclose. b) If, after hearing the member’s response and after making further investigation as warranted by the circumstances, the governing board or committee determines the member has failed to disclose an actual or possible conflict of interest, it shall take appropriate disciplinary and corrective action. ### **Article IV – Records of Proceedings** The minutes of the governing board and all committees with board-delegated powers shall contain: a) The names of the persons who disclosed or otherwise were found to have a financial interest in connection with an actual or possible conflict of interest, the nature of the financial interest, any action taken to determine whether a conflict of interest was present, and the governing board’s or committee’s decision as to whether a conflict of interest in fact existed. b) The names of the persons who were present for discussions and votes relating to the transaction or arrangement, the content of the discussion, including any alternatives to the proposed transaction or arrangement, and a record of any votes taken in connection with the proceedings. ### **Article V – Compensation** a) A voting member of the governing board who receives compensation, directly or indirectly, from the Organization for services is precluded from voting on matters pertaining to that member’s compensation. b) A voting member of any committee whose jurisdiction includes compensation matters and who receives compensation, directly or indirectly, from the Organization for services is precluded from voting on matters pertaining to that member’s compensation. c) No voting member of the governing board or any committee whose jurisdiction includes compensation matters and who receives compensation, directly or indirectly, from the Organization, either individually or collectively, is prohibited from providing information to any committee regarding compensation. ### **Article VI – Annual Statements** Each director, principal officer and member of a committee with governing board delegated powers shall annually sign a statement which affirms such person: a) Has received a copy of the conflicts of interest policy b) Has read and understands the policy c) Has agreed to comply with the policy, and d) Understands the Organization, in order to maintain its federal tax exemption, must engage primarily in activities that accomplish one or more of its tax-exempt purposes. ### **Article VII – Periodic Reviews** To ensure the Organization operates in a manner consistent with charitable purposes and does not engage in activities that could jeopardize its tax-exempt status, periodic reviews shall be conducted. The periodic reviews shall, at a minimum, include the following subjects: a) Whether compensation arrangements and benefits are reasonable, based on competent survey information, and the result of arm’s length bargaining. b) Whether partnerships, joint ventures, and arrangements with management organizations conform to the Organization’s written policies, are properly recorded, reflect reasonable investment or payments for goods and services, further charitable purposes and do not result in inurement, impermissible private benefit or in an excess benefit transaction. ### **Article VIII – Use of Outside Experts** When conducting the periodic reviews as provided for in Article VII, the Organization may, but need not, use outside advisors. If outside experts are used, their use shall not relieve the governing board of its responsibility for ensuring periodic reviews are conducted. # Document Retention Policy Adopted by Resolution of the Governing Board of Pro-Animal Future In order to adopt a Document Retention and Destruction Policy, the Board of Directors of Pro-Animal Future has resolved that all critical information will be retained for seven years or permanently, as described in the categories below. Records will be retained, at the discretion of the Board, either in hard copy or in electronic form; provided, however, if retained electronically, then a second copy of the data shall be made and stored at a second site. Policy is to cooperate with any reasonable request for information from Government agencies. Notwithstanding any retention guidelines, under no circumstances shall any records (written or electronic) known to be the subject of, or germane to, any anticipated or pending lawsuit or governmental investigation be removed, altered, or destroyed. | Permanent Retention | Seven-Year Retention | | ------------------------------------------------------------- | ------------------------------------------------ | | Audit reports | Accounts payable ledgers and schedules | | Checks (for important payments and purchases) | Bank reconciliations | | Contracts (still in effect) | Bank statements | | Correspondence (legal and important matters) | Checks (but permanent for important payments) | | Deeds, mortgages, and bills of sale | Contracts, mortgages, notes and leases (expired) | | Depreciation schedules | Correspondence (general) | | Donor records | Correspondence (donors, grantees, vendors) | | Financial statements (year end) | Duplicate deposit slips | | Grant records | Employment applications | | Insurance records, current accident reports, claims, policies | Expense analyses/expense distribution schedules | | Minute books, bylaws, and charter Patents and related papers | Internal audit reports | | Retirement and pension records | Inventories of products, materials, and supplies | | Tax returns and worksheets | Payroll records and summaries | | Trademark registrations and copyrights | Personnel files (terminated employees) | | Withholding tax statements | Timesheets | # Employee Code of Conduct & Whistleblower Policy Adopted by Mission Circle of Pro-Animal Future **1. Purpose** Pro-Animal Future (hereinafter known as the “Organization”) requires all members to observe high standards of business and personal ethics in the conduct of their duties and responsibilities, and all directors, employees, and activists to comply with all applicable laws and regulatory requirements in addition to the code of conduct. The expectations and processes in this policy apply to all employees and contractors. {% hint style="info" %} To initiate a misconduct report, fill out [this form](https://forms.gle/mzARnHWzT3RkEXuYA). {% endhint %} **2. Employee Misconduct** Most cases of employee misconduct will be handled directly between that employee and their circle lead or a member of the Mission Circle. This especially applies to minor misconduct such as: a) Repeatedly being late for work b) Minor breaches of our policies or departmental operating procedures c) Minor breaches of your contract of employment d) Failing to report damage to PAF property at the time of the incident e) Failing to follow through on commitments you have made without good reason Gross misconduct is a serious breach of your contract and includes behavior that is so serious in nature that it is likely to prejudice PAF’s work or reputation, or damage the working relationship and mutual bond of trust between you and the organization. Allegations of gross misconduct will generally be investigated by the Strategy Circle or, when the subject is a member of SC, the Mission Circle. If, following an investigation, you are found to have committed an act of gross misconduct, disciplinary action will be taken. Examples of behavior we are likely to regard as constituting gross misconduct include (but are not limited to): 1. Serious, continued or deliberate breach of the organization’s rules or policies. 2. Discrimination, harassment, victimization or bullying of any PAF associate. 3. Theft or attempted theft of any item, however small, from PAF or any of its associates, including equipment, written or digital property, and confidential information. 4. Fraud or attempted fraud. 5. Falsification of records, including (but not limited to) timesheets, expense claims, business mileage reports, quality assurance and audit documentation. 6. Fighting, physical or verbal assault, and threatening or aggressive behavior. 7. Deliberate or serious damage to or misuse of Company property. 8. Falsification of a qualification that is a condition of employment or continued employment, results of vocational tests or falsification of anything that may have resulted in a financial gain to you. 9. Reporting for work while under the influence of drugs or alcohol that impair your ability to perform your responsibilities. 10. Misuse of the organization’s information systems, including to spread offensive or obscene material or inappropriate messages. 11. Serious neglect in the performance of your responsibilities. 12. Being convicted of a crime of moral turpitude that is relevant to your continued employment and was not done to advance the cause of animal freedom. 13. Deliberate misuse of the procedures in this policy to make malicious or unproven complaints, or otherwise making complaints in bad faith. 14. Misusing or misrepresenting PAF’s name, such as by inappropriately claiming to speak on behalf of PAF outside the capacity of your roles. 15. Unauthorized disclosure of sensitive data. 16. Using Social Media to make disparaging or otherwise unwarranted and unwanted comments about PAF or any of its associates. **3. Relationship Policy** As a community for political and social change, we encourage all associates of PAF to think twice before forming romantic or sexual relationships within the organization. If an employee or contractor enters into a sexual relationship with another PAF associate, they should declare their relationship to a designated member of the Mission Circle. This director will discuss the relationship with both parties to ensure they are acting mindfully of power dynamics and help them make a plan for how to ensure their relationship will not negatively impact the organization. Failure to report a romantic or sexual relationship in a timely manner will be considered misconduct. **4. Reporting Process** The Organization seeks to have an “Open Door Policy” and encourages board members, committee members, employees, activists, and other associates to share their questions, concerns, suggestions, or complaints regarding the Organization and its operations with someone who can address them properly. When an associate of the organization does not feel secure in directly approaching the member they have concerns about, they may approach any member of the Mission Circle to submit a report. Reports may be submitted on a confidential basis by the complainant or may be submitted anonymously. The reporter shall specify whether they wish their identity to be kept confidential. If so, reports shall be kept confidential to the extent possible, consistent with the need to conduct an adequate investigation. **5. No Retaliation.** No associate of the organization who in good faith reports a violation of a law or policy shall suffer harassment, retaliation, or adverse employment consequence. An employee who retaliates against someone who has reported a violation in good faith is subject to discipline up to and including termination of employment. This Whistleblower Policy is intended to encourage and enable persons to raise serious concerns within the Organization prior to seeking resolution outside the Organization. **6. Evaluation Process** Upon receiving a complaint, the Mission Circle shall appoint (using the Integrative Election Process outlined in the constitution § 5.3.5) one of its members with no conflict of interest to act as Compliance Officer (CO). The CO shall respond to the reporter within two weeks to acknowledge receipt of the report. The CO shall then carry out an initial investigation, which may consist of reviewing evidence and speaking to any number of complainants as well as the subject(s) of the complaint. If the Compliance Officer determines that the complaint is substantive and that it pertains to law, regulation, or organizational policy, they shall refer the matter to the entire Mission Circle with a report detailing their initial findings and any recommendations. The Mission Circle shall then consider whether to implement corrective action (potentially including summary termination), conduct further investigation, or involve outside legal counsel to resolve the allegations. When conducting such investigations and weighing corrective action, MC shall act according to the principle of due process. **7. Scope** Complaints that do not relate to conduct in an associate’s capacity as an employee, contractor, or volunteer of PAF generally fall outside the scope of this policy. Reports concerning the following generally will not warrant action by MC, though in extraordinary cases, MC may decide at its discretion whether such complaints fall within its purview: 1. Political disagreements and opinions about controversial topics (e.g. abortion, celebrities, etc.) especially when stated privately. 2. Differences of opinion on animal rights strategies, including veganism. 3. Conduct in someone’s private personal life that does not involve other PAF associates. This includes criminal activity unrelated to someone’s role in PAF– such activity is the purview of law enforcement, not PAF. **8. Requirement of Good Faith.** Anyone filing a report concerning a violation or suspected violation of the law or organization policies must be acting in good faith and have reasonable grounds for believing the information disclosed indicates a violation. Any allegations that prove not to be substantiated and which prove to have been made maliciously, frivolously, or knowingly to be false will be viewed as a serious disciplinary offense. **9. Confidentiality.** Violations or suspected violations may be submitted on a confidential basis by the complainant or may be submitted anonymously. Reports of violations or suspected violations will be kept confidential to the extent possible, consistent with the need to conduct an adequate investigation.
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