Online campaigning organisations are on the rise. They have captured the imagination of citizens and scholars alike with their ability to use rapid response tactics to engage with public policy debate and mobilise citizens. Early on Andrew Chadwick (2007) labeled these new campaign organisations as ‘hybrids’: using both online and offline political action strategies, as well as intentionally switching repertoires to sometimes act like a mass mobilisation social movement, and other times like an insider interest group. These online campaigning organisations run multi-issue agendas, are geographically decentralised, and run sophisticated media strategies. The best known of these are MoveOn in the US, internationally focused Avaaz, and GetUp! in Australia. However, new online campaigning organisations are emerging all the time that more often than not have direct lineage through former staff and similar tactics to this first wave. These newer organisations include the UK-based 38 Degrees, SumOfUs that works on consumer issues to hold corporations accountable, and Change.Org, a for-profit organisation that hosts and develops petitions for grassroots groups. Existing civil society focused organisations are also being challenged to fundamentally change their approach, to move political tactics and communications online, and to grow their member lists. David Karpf (2012) has branded this “MoveOn Effect”, where the success of online campaigning organisations like MoveOn has fundamentally changed and disrupted the advocacy organisation scene. But how has this shift occurred? How have these new organisations succeeded in being both innovative and politically successful? One increasingly common answer is to focus on how they have developed low threshold online tactics where the risk to participants is reduced. This includes issue and campaign specific online petitions, letter writing, emails, donating money, and boycotts. The other answer is to focus more closely on the discursive tactics these organisations use in their campaigns, based on a shared commitment to a storytelling strategy, and the practical realisation of a ‘theory of change.’ That is, to ask how campaigns…