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Outreach • Matters

Showcasing the design of Grassroots Campaign Management on the Fediverse.

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Table of contents

Outreach is a showcase social experience that is focused on demonstrating concepts relating to Taskweave. While it is set up as a complete project, no code will be created. For a full code project please refer to the IdeationHub social experience showcase.


Outreach allows anyone to organize Outreach Communities on the Fediverse and crowdsource PR Campaigns targeted to the public on other media and platforms outside of the Fediverse. Every community member is a co-campaigner and can help prepare and improve campaigns before they are launched. After launch participating members invoke their own social media to help spread the message.


StakeholderKey benefits
Organizer: Primary stakeholder. Anyone that facilitates an outreach community. Target audience are existing communities, FOSS maintainers, non-profits, NGO's and sustainable businesses. An organizer is also both fedizen and campaigner.
  • Greatly expand the power of your existing PR team to reach the broader public.
  • Explore Fediverse's open, vibrant culture, and people fully aligned to your cause.
  • Familiarize with next-gen social media and be part of an innovative movement.
Campaigner: Secondary stakeholder. Anyone with membership in an outreach community. Target audience are passionate people who want to active for a good cause. A campaigner is also a fedizen.
  • Help causes, groups, projects and organizations that appeal to you be more successful.
  • Get known for your activity, present yourself, cooperate with like-minded people.
  • Suggest your own work for promotion, and let the community help raise its popularity.
Fedizen: Any person that is part of the Fediverse.
  • Stay in the loop of communities, organizations and on themes you are passionate about.
  • Outreach will attract many interesting people and organizations to join the Fediverse.
  • Opportunities to extend Outreach. Create integrations and value-adding services.
Host: Indirect (not shown in domain model). The person or organization that hosts and administers an outreach server. A host is organizer of a special 'organizers community'.
  • Provide a service to help others strengthen the causes you care about.
  • May charge a fee for the use of the hosted service (not part of Outreach).
  • Determine the moderation and code of conduct guidelines for communities.
  • Be in full control of the software and the extensions that are installed.

Domain model

Outreach platform offers “Grassroots Campaign Management” as seen in this domain model (also shown on project website):

Outreach domain model diagram

As text in ubiquitous language (linked to elaboration) the domain reads as follows:

Community management

Campaign management

Ubiquitous languageFeatures
The community interacts with one or more campaignsannounce, discuss, volunteer, improve, …
The community members take action on active campaignsadvice, instruction, strategy
The campaign communicates one or more themesfollowers, public
The campaign promotes one or more eventspublication, conference, release, meetup, …
The campaign targets one or more channelssocial media, forum, newspaper, mail, …
The campaign recommends desired actions per event / channellike, share, comment, republish, …
The actions invoke campaigner owned channelsreport, share, log
The actions interact with one or more eventsreport, share, log
The channels advertise the events to the broader publicmetrics, objectives, retrospective
Any fedizen can follow a theme to get updatescommunity-independent, campaign summaries (toots)
The organizer informs fedizens about activitygeneric info (toots)

Service management

Note: This supporting domain is not displayed in the domain model above.

Ubiquitous languageFeatures
A fedizen registers an account with the hostsignup, login, logout
A fedizen terminates their account with the hostexport, terminate
The host facilitates outreach services for organizerssysadmin, integrations, guidelines, code-of-conduct

Domain concepts


Group of fedizen that campaign together.

Any person or organization on the Fediverse can join communities on any Outreach server. Select one that campaigns for causes that are close to your heart. Didn’t find a community? No problem, just create one yourself and invite your friends. Better yet, launch your own server and have full control. Whether you are a climate change activist, free and open software evangelist, or want to promote the worker cooperative you are part of. Outreach has got you covered.

Host community

A special type of community is the host community, a system community which is not federated and only exists on the server. It is created automatically on any Outreach installation once it has organizers that are not the same person as the host. They become members without ability to opt out. The host - in a role of organizer - uses this system community to administer the other communities that exist on the server.


Definition of a public relations campaign.

Outreach campaigns allow you to inform your community members and followers of your community themes about past and upcoming events. They provide a full overview of campaign activities and strategy to follow. Recipients can give your PR a boost by invoking their own channels in the ways specified in the campaign. The Outreach service lowers the barrier to participation by automating much of the manual labour involved. The community gives feedback and help fine-tune strategy and objectives before a campaign is launched. Campaign metrics become available to all members.


Campaign topics that can be followed across communities.

Campaigns revolve around themes. They are central to your community, and are what attracts people to become active for your cause. There can be a single theme. For an open-source developer it may be their project, to attract funding. But for Greenpeace there’ll be many, like ‘Climate change’ and ‘Sustainability’. Once defined people can subscribe and follow them to receive campaign-related activities, such as newly launched campaigns and their final outcomes.


That what is being promoted in the campaign.

Campaign events are what is being promoted. Events can be any occurrence, online or in the real world, that is related to a campaign theme. They may occur in the future or have already passed. Some examples are a conference, a blog post, an upcoming software release, a funding request or actions of others that need a response. For each event a set of objectives, appropriate channels and desired actions may be specified so that the campaign follows a strategic plan.


The targeted social media and other online platforms.

PR channels are chosen based on themes, objectives and events of the campaign. For a software release these could be just Hacker News, Techcrunch and some forums, while Extinction Rebellion may target all major social media. A community member becomes a campaigner when they perform actions on a channel according to campaign guidelines. This participation is entirely voluntary and for ethical reasons no pressure or monetary incentives must be at play.


Desired actions to be performed per event, per channel.

Activism is easier when it takes little effort. Outreach makes campaigning as convenient as possible by automating many actions relevant to a particular channel and part of the campaign. For Twitter a single-click consent might trigger multiple Likes and Retweets of an event, from the personal account of the campaigner. Campaigners remain in full control. After all real activists should only act from conviction, unforced. Act from the heart and mind.