E-Advocacy 2.0


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Attend this session to learn how to better engage advocates with technology to meet your organization's public policy goals. This session is designed for people already engaged in e-advocacy who want to learn how to enhance their efforts and integrate their e-communications. Leave this session with a better understanding of how to effectively communicate your organization’s policy issues and enhance engagement via e-advocacy, how to track e-advocacy efforts in a meaningful way, and how to integrate your e-advocacy efforts with your organization’s communications plan.

Presentation at the Minnesota Council of Nonprofits Technology Conference.

Published in: Technology

E-Advocacy 2.0

  1. 1. E-Advocacy 2.0 Mike Dean Tipping Point Strategies
  2. 2. Agenda for Today <ul><li>Why e-Advocacy? </li></ul><ul><li>Key Principles of Success </li></ul><ul><li>Anatomy of an e-Advocacy campaign </li></ul><ul><li>Q & A </li></ul>
  3. 3. Everything Has Changed
  4. 4. Why e-Advocacy? Source: Pew Internet & American Life Project <ul><li>People go to the Internet to get information </li></ul><ul><li>Harder to reach people through traditional means </li></ul><ul><li>More interactive </li></ul><ul><li>Supporters can get involved anytime, anyplace </li></ul><ul><li>Proven to work </li></ul>
  5. 5. It’s Where People Go…
  6. 6. It’s the Messenger…
  7. 7. <ul><li>Integrate e-Advocacy with: </li></ul><ul><ul><li>Traditional grassroots </li></ul></ul><ul><ul><li>Member communication </li></ul></ul><ul><ul><li>Media outreach </li></ul></ul><ul><ul><li>Fundraising </li></ul></ul><ul><li>This ensures that the message is reinforced </li></ul><ul><li>Avoid competing messages </li></ul>Can’t Exist in a Silo
  8. 8. Creating Buy-in <ul><li>Improves the speed and efficiency that your information gets to supporters </li></ul><ul><li>Your messages will spread to a wider audience </li></ul><ul><li>Saves time and money </li></ul><ul><li>Advocates expect it </li></ul><ul><li>You can evaluate and target impact </li></ul>
  9. 9. <ul><li>Be Interactive and Empowering </li></ul><ul><li>Create Engagement Pathways </li></ul><ul><li>Integrate! Integrate! Integrate! </li></ul><ul><li>Create Community </li></ul><ul><li>Provide a Service </li></ul>Key Principles of Success
  10. 10. <ul><li>1. Website </li></ul><ul><li>2. E-mail </li></ul><ul><li>3. Advocacy Activities </li></ul><ul><li>4. Testing 1…2…3… </li></ul><ul><li>5. Segmentation </li></ul><ul><li>6. Use Multiple Mediums </li></ul><ul><li>7. Develop Evangelists </li></ul><ul><li>8. Micro-Organzing </li></ul>Anatomy of an e-Advocacy Campaign
  11. 11. Step 1 - Website
  12. 12. Step 2 – E-mail
  13. 13. Step 3 – Advocacy Activities
  14. 14. <ul><li>3. Test </li></ul>Step 4 – Testing 1…2…3…
  15. 15. <ul><li>Targeted messages </li></ul><ul><li>Create manageable chunks </li></ul>Step 5 – Segmentation
  16. 16. Step 6 – Multiple Mediums
  17. 17. Step 6 – Multiple Mediums YouTube <ul><li>Obama 14,548,809.05 hours; </li></ul><ul><li>McCain 488,093.01 hours </li></ul>
  18. 18. Step 6 – Multiple Mediums YouTube
  19. 19. Step 6 – Multiple Mediums Tools <ul><li>Give supporters the tools to organize themselves – &quot;In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.“ </li></ul><ul><li>Used Social Networks to create conversations </li></ul>
  20. 20. Step 6 – Multiple Mediums MyBO
  21. 21. Step 6 – Multiple Mediums Training
  22. 22. Step 6 – Multiple Mediums Reward
  23. 23. Step 6 – Multiple Mediums Tax Calculator
  24. 24. Step 6 – Multiple Mediums Text Messaging <ul><li>Used different mediums to reach different audiences </li></ul><ul><li>Text messaging is a very democratic medium because of the low cost of cell phones </li></ul>
  25. 25. <ul><li>A new online political elite is emerging as 23% of campaign internet users, or 14 million people, became online political activists. </li></ul><ul><ul><li>8% of campaign internet users posted their own political commentary to a newsgroup, website or blog. </li></ul></ul><ul><ul><li>13% forwarded or posted someone else’s political commentary. </li></ul></ul><ul><ul><li>1% created political audio or video recordings. </li></ul></ul><ul><ul><li>8% forwarded or posted someone else’s political audio or video recordings. </li></ul></ul>Step 7 – Develop Evangelists Source: Pew Internet & American Life Project
  26. 26. Step 7 – Develop Evangelists
  27. 27. <ul><li>Recruit them </li></ul><ul><li>Split them apart from you regular list </li></ul><ul><li>Communicate on a regular basis </li></ul><ul><li>Engage them – survey them, ask for feedback </li></ul><ul><li>Develop tools for them to use </li></ul><ul><ul><li>Include key messages </li></ul></ul><ul><ul><li>Tips on organizing </li></ul></ul><ul><ul><li>List of potential activities </li></ul></ul><ul><li>Elevate them </li></ul><ul><li>Develop a relationship </li></ul>Step 7 – Develop Evangelists
  28. 28. <ul><li>Ask for feedback regularly </li></ul><ul><li>Incorporate their feedback </li></ul><ul><li>Make it easy to participate </li></ul><ul><li>Be able to act quickly and jump on issues as they develop </li></ul><ul><li>Integrate, integrate, integrate </li></ul><ul><li>Give up the control and empower supporters </li></ul><ul><li>Personalize and customize communication </li></ul>Step 7 – Develop Evangelists
  29. 29. Step 8 – Micro-Organizing
  30. 30. Fight the Smear
  31. 31. Lessons Learned <ul><li>Have a balanced approach </li></ul><ul><li>Technology makes it much easier </li></ul><ul><li>Quality vs. Quantity </li></ul><ul><li>Use a theme to build excitement and support </li></ul><ul><li>Provide “Inside Information” </li></ul><ul><li>Engage supporters year-round </li></ul><ul><li>The more you put in the more you will get out </li></ul>
  32. 32. The Age of Collaboration <ul><li>In tight economic times we are going to be forced to share resources </li></ul><ul><li>We don’t know everything </li></ul><ul><li>Think Open Source Nonprofits and Government </li></ul>
  33. 33. More Information <ul><li>Visit – www.TippingPointStrategies.org </li></ul><ul><li>[email_address] </li></ul>