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2010 ecampaigning Review - eaction and survey results
 

2010 ecampaigning Review - eaction and survey results

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Headline findings from the 2010 eCampaigning Review, looking at performance and practice of online advocacy, focusing on UK charities.

Headline findings from the 2010 eCampaigning Review, looking at performance and practice of online advocacy, focusing on UK charities.

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    2010 ecampaigning Review - eaction and survey results 2010 ecampaigning Review - eaction and survey results Presentation Transcript

    • Ecampaigning Review e-action review and e-campaigning practices survey Jess Day 2010
      • The eCampaigning Review aims to help digital campaigners in their work by providing publicly accessible, actionable benchmarks for online campaigning through three linked research projects:
      • an analysis of anonymised emailing and action data
      • a comparison of public e-campaigning practices
      • a confidential survey of e-campaigning internal practices
      2010 e-campaigning review
      • E-action review
      • 81 online actions reviewed and scored
      • 51 pre-election actions reviewed
      • Looks at the details of individual e-actions
      • Based on public information
      • Subjective!
      • Practices survey
      • 41 organisations, self selected
      • Range of organisation sizes
      • Looks at what doing and how
      The research
      • Understand best performance
      • Pick up ideas
      • Spot gaps and weaknesses
      • Celebrate strengths
      • Inform budget and strategy decisions
      • Meaningful benchmarks, based on confidential data
      • For more tailored insights – talk to FairSay
      How can it help you?
      • Average campaign email list: 40k
      • Average campaign total list: 84k
      • Range more interesting: 27% have under 5k email campaigners
      • More sophistication and personalisation
      • Growth in use of social media
      • Budgets and staffing holding steady
      Practices - headlines
      • Conversion
      • 12% use data about user preferences to inform action requests to donors.
      • 17% use user data to inform donation requests (up from 5%)
      • Testing
      • 22% are split testing (up from 7% last year)
      • Only 7% are not testing at all (down from 18%)
      Sophistication
      • Social media
      • 68% using blogs to campaign
      • 73% actively use a social network presence (up from 64% last year)
      • 51% engage directly with supporters (38%)
      Practices - social media
      • Budgets
      • Average total budget 57k
      • 57% have held static, 30% increased
      • Staffing
      • Average total staffing 6.5
      • 32% had 1 or fewer campaign staff, over half had 1 or fewer new media staff
      • 53% held static, 40% added new staff
      Budgets and staffing
      • Elected representatives still most popular target
      • Government targets most popular
      • Email actions the most popular
      • Petitions slightly more popular than last year
      • Strongest: campaign aggregators (eg 38 degrees), unions, environment and animal organisations
      • Weakest: health/medical, consumer and international poverty organisations
      E-action review – headlines
      • 78% of actions targeted Prospective Parliamentary Candidates (PPCs)
      • 7% targeted voters directly
      • (Excessive?)anxiety about charity law
      • Only 13% of actions referred to party policy in message text
      • Only 24% provided information about relevant party policies
      E-action review – election headlines
      • Timeliness
      • Lots of references to the 'election just weeks away'
      • 63% had update on the site after 2 weeks
      • Ten actions were still live after 2 weeks!
      • Friends of the Earth – great nimble campaigning
      • Devolution
      • Over half the actions were on devolved issues (eg health, education)
      • Only a third of those were handling it well
      E-action review – election headlines