eCampaigning Impact on UK MPs
Results from UK MP eCampaigning Survey, April 2006
28 November 2008
By Duane Raymond
duane@fairsay.com
Full survey: fairsay.com/ukmpsurvey2006

Too much over-simplified advice
• Past and current advice on eCampaigning aimed at
influencing UK MPs is over-simplified
Historical advice:
• Only ask supporters to send self-written emails to MPs
Problems: most supporters will not do it; does not account
for MPs position on an issue
• Only ask supporters to send pre-written emails to MPs
Problems: does not account for MPs position on an issue;
does not show intelligent engagement
• Allow pre-written and self-written emails to be sent to MPs
Problems: does not account for MPs position on an issue
Full survey: fairsay.com/ukmpsurvey2006 2

UK MP Survey Background
• Surveyed MPs in March and April 2006
• Aim: understand the impact e-campaigning has on
MPs
• Approach: MPs emailed and asked to complete survey
• Length: 36 questions
Participation levels:
• 646 MPs emailed, 620 received email (96%)
• 110 MPs started survey, 77 completed it (12%)
• 22 declined, the rest ignored it
= reasonable participation
Full survey: fairsay.com/ukmpsurvey2006 3

3 types of information collected
1. Profile information
e.g. party, region, time as MP, age, gender
2. Communications questions
e.g. preference, behaviour, quantity, issues, value
3. Impact Questions
e.g. impression, treatment, influence
Full survey: fairsay.com/ukmpsurvey2006 4

MP Survey Findings and Analysis
• MPs each respond differently to e-campaigning
– Many treat it on par with other communications
– A few perceive it negatively, especially
orchestrated
• Influencing MPs is a relationship (not numbers) game
– You can’t afford to appeal to 51% of MPs
• Most campaigning plays the numbers game
– If you stand out, you will be noticed
Full survey: fairsay.com/ukmpsurvey2006 5

MP Survey Recommendations
• Smart targeting of targets needed
• Make more use of supporter-written text with most
committed activists
• Have different messages for different MPs
• Use different approaches/channels for different MPs
• Mobile online supporters for face-to-face
• eCampaigning can work if strategic
= you need to do more research and planning
Full survey: fairsay.com/ukmpsurvey2006 6

Basics: Constituents Count!
Q7: When a member of the public communicates with you (i.e.
phone, fax, visits, letters, emails), do you try to verify if they are a
constituent?
No 1%
Yes 99%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Full survey: fairsay.com/ukmpsurvey2006 7

36% MPs are fine with any channel
Q8. Preferred Methods of Hearing from Constituents
Letter 65%
Face to face: individually 47%
Email 44%
No preference 30%
Face to face: group 28%
Phone 22%
Fax 13%
Depends on the issue 1%
0% 10% 20% 30% 40% 50% 60% 70%
Full survey: fairsay.com/ukmpsurvey2006 8

49% say all email treated equally
Q19. If orchistrated, does this affect MP response and perception of issue?
Volume is It has no effect 49%
less relevant
than content Diminishes the importance of it 22%
It depends what the issue is 16%
It depends who the organisation is 9%
Depends on the style and the content and the 'ask' - some
1%
are fine, some are daft, some are annoying
Taken seriously if volume high 1%
Increases the importance of it 1%
0% 10% 20% 30% 40% 50% 60%
Full survey: fairsay.com/ukmpsurvey2006 9

Only 25% use volume as a guide…
Q23. Do you compare the number of communications you receive from constituents on
each issue?
No 43%
Yes, but it has no influence on how I work on those issues 27%
Yes, I use it as a basis for estimating relative constituent
21%
support
Yes, I use it as a basis for prioritising my time on those
4%
issues
Communication volume on an issue isn't a reliable guage of
the actual significance of an issue because the volume is 1%
as much influenced by the effectiveness of the
Depends on the issue 1%
We are just starting to record the number of
1%
communications on an issue for future use
Yes, we compare for stistical interest 1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Full survey: fairsay.com/ukmpsurvey2006 10

…unless they support the issue
Q21. What is the impact of receiving multiple emails containing exactly the
same text from constituents on issues you support?
They boost my ability to work on those issues by allowing
60%
me to demonstrate public support
They reduce my willingness to work on those issues by
14%
demonstrating weak commitment to an issue
They are treated the same as other communications (free
8%
text)
No impact, I ignore / delete them 7%
They are not treated as seriously as 'real' emails or letters
4%
(free text)
Depends if the emails acknowledge my/my parties
3%
position/activity on the issue (free text)
Provides a litmus of public opinion in my area (free text) 1%
They are helpful if they reflect MP's experience of voter
1%
opinion from other sources (free text)
We build a database of interested people and update them
1%
on the issues and related issues (free text)
0% 10% 20% 30% 40% 50% 60% 70%
Full survey: fairsay.com/ukmpsurvey2006 11

78% find campaign sites useful
Q14. Most valuable role of campaigning web sites to your work as
an MP
Staying updated 37%
Understanding an issue 26%
Campaigning web sites
are NOT valuable to my 20%
role as an MP
In-depth research 15%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Full survey: fairsay.com/ukmpsurvey2006 12

C
oa
lit
io
n:
M
ak
e
P
ov
er
ty
H
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
Is is
su to
e: ry
Bi Is N
ll su
Is on e: ot
hi
su Is
e: re su Al ng
lig e: zh
Sm io H ei
Is ok us ea m
su in er
e: g
ha l 's
in tre th/H
Ta
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do e (th sp
w os ita
ck
in or e l
g kp ag
of la a.
do ce ..
gs (s
up
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ai r..
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nt .
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e: An e.
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om
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C La fa
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g/ R
H ef
or
ig m
hw
ay
Is C
su od
e: e
D
impression on you over the last year?
en
Is tis
su try
O Is e:
rg su
an e: Is En
is Ph su er
at on e: gy
io e P
n: M en
si
Full survey: fairsay.com/ukmpsurvey2006
Sh as on
el ts s
Q26. What are the campaigns that have made the most POSITIVE
te (a
r(
M ga
in
Campaigns MPs liked (Apr 06)
ill
io st
)
n
H
om
es
)
13

Why MPH was viewed positively
Make Poverty History UK was viewed positively because:
• Well constructed arguments put by thoughtful people
• Imaginative campaign gained much popular support
• Various organisations working together
• Different reasons, vital locally, vital nationally, my personal
interests
• High public support from constituents, cross-agency working,
clear objectives
• There was huge support for it - and the issue was close to my
heart
• Obviously widely supported, I am sympathetic to the cause
• A very important campaign which I supported
• It has raised general awareness of the subject
• Imaginative campaigning
• The differing methods of communication: email, letter, petition
Full survey: fairsay.com/ukmpsurvey2006 14

Is
su
e:
Bi Is
ll su
on
re e:
lig A
io Is nim N
0%
5%
10%
15%
20%
25%
30%
35%
A
us s a o
ct Is ha ue: l W ne
io su tre An elf
n: e:
d ti a
N C
U om (th ab re
T pa os or
Le Is
ny e tio
tte su ag n
r o e: La a.
C n Fo w ..
am E x R
pa du H ef
Is ca un or
su i tio tin m
e: Is gn:
s n g
An ue Fat an (pr
im :A he d o)
al ga rs In
...
W ins for
Is el t
su fa ta Jus
e: re x t
Ed (th inc ice
uc os re
at e ase
Is io I ag s
su n ss ai
e: B ue ns
ill :
m (th D t)
en Is os en
ta su
lc e: e tis
Is ag try
su ap Fa ai
e: Is ac Is th ns
M Sm su
e
ity su er
s t)
et ok : S bi e: R
ho i m ll Im ig
M d: ng ok by m hts
in i
et C pr ig
o- ra
ho am th ng lif tio
d: pa e w in t e n
on ig or he gr
ly ns kp w ...
O vi
a w la or
rg ce kp
impression on you over the last year?
an el ith
ec no (o lac
O isa M tro p
rg tio et pe po e
ni rs si
an n: ho c ..
is Ac d: co on
at
io t P m al
n: ion ost m c
G A ca un ...
re id r ic
en (c d c at
io
Full survey: fairsay.com/ukmpsurvey2006
pe on am n
Q27. What are the campaigns that have made the most NEGATIVE
ac sis pa
e t i
(c ent gns
on ly
si h
st o..
en .
tly
...
Campaigns MPs disliked (Apr 06)
15

Campaigns do change MP’s minds
Q28a. Has a campaign ever changed your mind on an issue?
Yes 54%
No 46%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Full survey: fairsay.com/ukmpsurvey2006 16

Is
su
e:
S
Im m
pa ok
in
ct
:T g
Is in
he th
su y e
e: he w
Is
Ta lp or
kp
su il to la
do fo
e: ck rm ce
Ta in
il g an (su
do of op por
0%
5%
10%
15%
20%
25%
ck do in t..
in gs io .
g n
of (s on
do up ...
gs po
(m rt
fo
Is ai r.
su nt ..
ai
e: n
C I th
ha Iss ssu ...
ng ue e:
es : A Ab
to nim or
th tio
e al W n
Is H
Is su ig elf
su hw a
Is e: ay re
su e: C C
e: C l
O om ima od
e
pp pa te
os ny Ch
iti La an
on
O to Is w ge
th
er a su R
ef
change your mind?:
:I ne e: or
ta w Eu m
ke Iss pu th
al ue bl an
Im lf :T ic as
Im ac ai tra ia
pa pa to l d ns
ct ct rs oc
:R :M in ki p.
..
W ad to ng
ai
hy se e ac
co of d
ef aw me un og
fe
ct ar th
in t, s
iv en k es
e: es m p.
th s ..
e an
or
e
Full survey: fairsay.com/ukmpsurvey2006
st
re d d
de ee
ng
m p
th on ly
Q28b. What were the campaigns or issues and what convinced you to
of st
th ra
e ..
ar
gu
...
…were MPs already sold on MPH?
17

57%: be clear, concise and polite
Q29. What would be your key suggestion for constituents who are passionate
about an issue but can only afford 5-10 minutes: how should they engage with
you?
Clear, concise, polite personal communication (letter, email
22%
or phone)
20%
Clear, concise, polite personal letter 18%
17%
Be clear and concise on the problem, solution, alternatives,
8%
evidence and public/constituent support
3%
Ensure communication is genuine vs. orchistrated 2%
2%
Personal communication (letter, email or phone) relating
2%
personal knowledge and/or experience
2%
Provide way to re-contact constituent via post and phone 2%
2%
Use time spent sending multiple mass emails to visit MP
2%
once/write several personal letters
0% 5% 10% 15% 20% 25%
Full survey: fairsay.com/ukmpsurvey2006 18

MP Survey Recommendations
• Smart targeting of targets needed
• Make more use of supporter-written text with most
committed activists
• Have different messages for different MPs
• Use different approaches/channels for different MPs
• Mobile online supporters for face-to-face
• eCampaigning can work if strategic
= you need to do more research and planning
Full survey: fairsay.com/ukmpsurvey2006 19

Should we repeat this in 2009?
Get the full survey report:
• http://fairsay.com/ukmpsurvey2006
Contact me:
• duane@fairsay.com
• fairsay.com
Related Opportunities:
• 31 Mar–1 Apr: eCampaigning Forum event http://fairsay.com/ecf
• eCampaigning Training http://fairsay.com/training
Full survey: fairsay.com/ukmpsurvey2006 20