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© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 1
Making Noise and Cashing In: Strategies for Internet Advocacy
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 2
Impact of Internet Advocacy
In the last decade, the volume of email and postal communications to Congress has increased 300%, and doubled in the last five years alone
In 2004, the House received 99,053,399 messages via internet and the Senate received 83,000,000
79% of congressional staff believe the internet has made it easier for citizens to be involved in public policy
The internet became a “key force” in politics for the 2004 elections
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 3
Why Use Online Advocacy
Easier to recruit advocates
Quicker to take action
Better tracking
Message deliverability – multiple channels
Convert activists into donors
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 4
How Can Online Advocacy Work for You?
What do you need to keep in mind for a successful campaign:
Build communityFoster relationshipsCreate an engagement pathAsk the right thing at the right timeIntegrate your online and offline effortsDifference in being noticed and having an impactPersonalized messages have more influence on Congress and your members
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 5
Online Advocacy Strategy 101
1. Develop a campaign plan
2. Personalize communications
3. Create an Engagement Plan
4. Integrate online and offline activities
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 6
Develop a Campaign Plan
Coordinate across departments
Create a messaging schedule
Plan content, design, and segmentation strategy
Establish criteria for success
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 7
Develop a Campaign Plan
One alert is just a date
A campaign is the beginning of a relationship
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 8
Sojourners: Campaign Example
64,000 sent43% Open
Rate18% CTR
Email to Petition
74,000 participants
170,000 page views32% conv
1122
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 9
$164,000 dollars raised
Ads placed in newspapers
across the US
Follow up email
44
33
55
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 10
Personalize Communications
Address your audience
Use information you know about your members
Continue the conversation
Recognize what your members have done
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 11
Personalized for Senator
Direct appeal based
on location
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 12
Create an Engagement Cycle
Launch a Campaign
Solicit a donationOrganize an event
Send a remindernewsletter
Report on results
Recruit new and existing members
Thank & ask again
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 13
Engagement – always have an action
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 14
Encourage Community Building
Leverage your individual member’s network of contacts
Encourage viral marketing
Have ‘tell-a-friend’ functionality within your system
Make it easy for people to forward, and for new members to subscribe
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 15
Integrate Online and Offline Activities
Phone calls from VIPsConstituent visitsTown Hall MeetingsDirect MailAdvertising
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 16
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 17
Consistent Branding
Targeted two states
Newspaper ads and online advocacy campaign
Featured in online newsletter
Over 3500 online responses, 350 offline
© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 18
Top Ten Advocacy Tips
1. Always have an alert active, promote it everywhere2. Personalize your messages3. Create persuasive recruitment campaigns4. Create a messaging campaign. Connect your
messaging – action alert, e-newsletter, event invitation
5. Style is substance6. Follow up – let your members know what happened7. Ask, ask, and ask again8. Collect additional information on your members9. Integrate offline and online activities 10. Find your super advocates and give them something
to do