The document discusses strategies for effective online political advocacy. It begins by defining online advocacy as using digital tools like websites, social media, email and advertising to engage supporters and influence policy debates. It then outlines key aspects of an online advocacy strategy like having an integrated digital presence, building relationships with supporters through ongoing communication, and identifying pressure points and channels to advance your goals. The document also reviews specific tools like websites, petitions, email and CRM software that can be used in advocacy campaigns and provides tips on managing supporters and keeping them engaged over the long term through tiered actions.

1. Crafting a Digital Strategy for
Practical Political Advocacy
Tactics without strategy is the noise before defeat - Sun Tzu
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2. Colin Delany

Former political staffer (Texas)

Founder/editor Epolitics.com


Online communications
consultant
Political advocate

3. What I Do
Communications strategy planning, including social media,
email campaigns, online fundraising, influencer outreach &
more
Audits of organization websites, social media properties, email
campaigns & online fundraising
Technology planning & project management
Planning and implementation for specific online comms
projects & advocacy campaigns
Training on digital advocacy & politics topics, including
email campaigns, Facebook, Twitter, communicating with
Congress, fundraising & more

4. The Essentials
What IS online advocacy?

5. The Essentials
What does effective online advocacy look like?


Examples
Rules of thumb:
-- relationships
-- content

6. The Essentials
Where online advocacy fits in a communications
strategy
Amplifier

Force-multiplier

Key aspect: integration

Key resource involved: time

7. The Essentials
Typical structure of an online advocacy campaign:

Online hub (website, Fb page)
Ongoing communications with supporters
(email, social media, SMS)

Outreach (recruiting, influencing the
conversation)


8. The Essentials
Typical Goals:

Long-term agenda-setting

Short-term policy opportunity/threat

Recruiting

Supporter mobilization (ex: voter turnout)

9. The Tools
Choosing the right tools:
Rule #1: Base the tools you choose on
your goals and capabilities

10. The Tools
The secret tool: databases

11. The Tools

Website (persuasion/recruiting hub)

Petitions (outreach, recruiting, engagement)

Email (sustained contact/mobilization)

CRM (enables email, sometimes social media)
Social media (persuasion/recruiting outreach +
sustained contact/mobilization)


Advertising (persuasion/recruiting outreach)

Direct contact (blogger/influencer outreach)

12. Strategy
Creating an online strategy in a fast-moving
political/policy environment

Identify pressure points

Identify channels

Identify resources

13. Strategy
More rules of thumb:
Leverage existing narrative/conversations (media
outreach, hashtags, memes, infographics)

Integrate your communications – be relentless in
your messaging


Keep up the pressure – keep your advocates busy

14. Strategy
Good content matters!

15. Strategy
Relationships matter!

Direct outreach

CRM/email

Social media

16. Strategy
Managing supporters

Regular contact (but don't overdo it)

Ladder of engagement

Tiered actions

Super-volunteers

17. Strategy
What's next in digital advocacy?
What's next for your organization?

18. Thank You
Colin Delany
Epolitics.com
cpd@epolitics.com
@epolitics
+1 202 422 4682