Ecampaigning Review  e-action review and e-campaigning practices survey Jess Day 2010
<ul><li>The eCampaigning Review aims to help digital campaigners in their work by providing publicly accessible, actionabl...
<ul><li>E-action review </li></ul><ul><li>81 online actions reviewed and scored </li></ul><ul><li>51 pre-election actions ...
<ul><li>Understand best performance </li></ul><ul><li>Pick up ideas </li></ul><ul><li>Spot gaps and weaknesses </li></ul><...
<ul><li>Average campaign email list: 40k </li></ul><ul><li>Average campaign total list: 84k </li></ul><ul><li>Range more i...
<ul><li>Conversion </li></ul><ul><li>12% use data about user preferences to inform action requests to donors. </li></ul><u...
<ul><li>Social media </li></ul><ul><li>68% using blogs to campaign </li></ul><ul><li>73% actively use a social network pre...
<ul><li>Budgets </li></ul><ul><li>Average total budget 57k </li></ul><ul><li>57% have held static, 30% increased </li></ul...
<ul><li>Elected representatives still most popular target </li></ul><ul><li>Government targets most popular </li></ul><ul>...
<ul><li>78% of actions targeted Prospective Parliamentary Candidates (PPCs) </li></ul><ul><li>7% targeted voters directly ...
<ul><li>Timeliness </li></ul><ul><li>Lots of references to the 'election just weeks away' </li></ul><ul><li>63% had update...
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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.

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2010 ecampaigning Review - eaction and survey results

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

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