This document contains data and metrics related to email campaigns and online organizing. It includes information on open rates, click rates, numbers of signers, shares on social media, and other metrics for various emails and petitions. Numbers of emails sent, recipients, and locations targeted are also listed for campaign outreach efforts. Strategies discussed include growing lists through many small organizing moments and not worrying about unsubscribe rates.

4. Becky Bond
Williams College ‘92
Poli Sci Major
Political Theory concentration
Major GPA: 3.85
Empirical Poli-Sci req. (1 class)
Statistics for PSCI: Big Fat C

7. 537

8. 312

9. Why should you
learn to love the
numbers.

10. one vote for
every 1,000
contacts via
robo calls.

11. 538,000

12. 313,000

13. one vote for
every 38
volunteer
contacts by
phone

14. 20,216

15. 11,894

16. 28 calls

17. ?

18. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6

19. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6
# house parties # attendees # calls # contacts # votes
10 80 16000 2240 60

20. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6
# house parties # attendees # calls # contacts # votes
10 80 16000 2240 60
# house parties # attendees # calls # contacts # votes
50 400 80000 11200 300

21. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6
# house parties # attendees # calls # contacts # votes
10 80 16000 2240 60
# house parties # attendees # calls # contacts # votes
50 400 80000 11200 300
# house parties # attendees # calls # contacts # votes
54 432 86400 12096 318

22. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6
# house parties # attendees # calls # contacts # votes
10 80 16000 2240 60
# house parties # attendees # calls # contacts # votes
50 400 80000 11200 300
# house parties # attendees # calls # contacts # votes
54 432 86400 12096 318
# house parties # attendees # calls # contacts # votes
92 736 147200 20608 542

23. 50,000

24. 35,000 +15,000 = 50,000

25. 35,000 +15,000 = 50,000
160,000 at 20% open rate
60% clicks to open=19,200
78% clickers take action = 15,000

27. What is an essential
characteristic of
a movement?

28. Never doubt that a small group of
thoughtful, committed citizens can
change the world. Indeed, it is the only
thing that ever has.
-- Margaret Mead

29. Size matters

31. What can a list of 2 million do in a year?
•120,000 calls
•9,000 faxes to Jan Brewer
•110,000 voter contacts in California to
crush Prop 23
•3 tons of coat hangers delivered to the
offices of Stupak Democrats
•371,000 petitions in support of
Elizabeth Warren
•38 individual petitions with more than
100,000 signers

32. Anatomy of a campaign
by the numbers:
– Email
– Chaser
– Kicker

34. Top Level Data
146,479 Signers
40,451 New to Action List (27.62% of Signers)
10,909 Facebook Share (7.4% of Signers)
1,928 Twitter
8,607 Tell-a-friend email

36. Initial E-mail to Targeted List
Recipients Clicks Per Recipients
Emails Rec. Open Rate Who Opened Click Rate Open Who Clicked Unsubs Unsub Rate
58,261 39.97% 23,289 38.18% 95.51% 22,244 65 0.11%
59,002 40.26% 23,757 38.08% 94.57% 22,466 87 0.15%
117,263 40.12% 47,046 38.13% 95.03% 44,710 152 0.13%
Began sending at 11:13:14
Ended sending at 11:23:26
As of 12:01:00
New to
Signers Database New to List (% of signers) Connect Share Twitter TAF Paste Confemail Mailto
11169 365 427 (3.82) 26 161 70 205 52 83 73

37. 5,766
34,468
10,041

38. First Wave of E-mails
Recipients Recipients
Emails Open Who Click Clicks Who
Name Rec. Rate Opened Rate Per Open Clicked Unsubs Unsub Rate
Targeted 117,263 40.12% 47,046 38.13% 95.03% 44,710 152 0.13%
Non-Targeted 505,457 9.82% 49,655 3.90% 39.72% 19,721 842 0.17%
Other list 116,504 6.33% 7,370 1.38% 21.86% 1,611 893 0.77%

40. Universe: 75,489
Open Rate:43.21%
Click Rate: 12.59%
Clicks/Open: 29.12%
5,082
6,61
6,154
2,239

41. Kicker vs.
Original Send
5,766
4,267
34,468
11,568
10,041

42. All E-mails
Emails Open Recip. Who Click Clicks Per Recip. Who Unsub
Notes Rec. Rate Opened Rate Open Clicked Unsubs Rate
38.13
20090818_action_publicoption_bo_targeted 117,263 40.12% 47,046 % 95.03% 44,710 152 0.13%
20090818_elections_publicoption_bo 116,504 6.33% 7,370 1.38% 21.86% 1,611 893 0.77%
20090818_action_publicoption_bo_full_send 505,457 9.82% 49,655 3.90% 39.72% 19,721 842 0.17%
12.59
20090819_action_publicoption_bo_chaser 75,489 43.21% 32,622 % 29.12% 9,501 216 0.29%
20090820_action_publicoption_bo_chaser2 12,481 28.16% 3,515 7.76% 27.54% 968 74 0.59%
20090821_action_publicoption_bo_kicker 477,736 5.70% 27,230 3.75% 65.84% 17,929 657 0.14%
20090908_action_publicoption_bo_new_kicker 497,976 5.46% 27,193 3.72% 68.18% 18,541 708 0.14%
20090908_elections_publicoption_bo_new_kicker 364,585 2.95% 10,747 0.48% 16.29% 1,751 1,255 0.34%
20090908_ps_publicoption_bo_new_kicker 50,000 1.05% 527 1.05% 99.24% 523 137 0.27%
20090908_ps_publicoption_bo_new_kicker2 45,758 1.19% 545 1.24% 104.40% 569 120 0.26%
2,359,0
Grand Total: 07 8.80% 207,522 4.96% 56.34% 116,916 5,311 0.23%

43. Top Level Data
10 different sends
5,311 unsubscribes
40,451 new members

44. Sent open click pct click action
pct per %
open
Tell FOX: Post a disclaimer 49814 24.42% 14.44% 59.13% 13.88
Did Fox finally go too far? 50176 26.59% 14.49% 54.49% 13.82

45. petition signers new pct FB paste mailto
to list new share tag
to list
Too extreme even 106275 3976 3.74 1823 1392 1957
for FOX.
Thank Eric Holder for 51931 1275 2.46 717 278 384
Protecting Civil
Rights in Arizona
Group
Forget what Timothy 140604 20373 14.49 3928 14212 5098
Geithner thinks. We
want Elizabeth
Warren to police
Wall Street. Group
Tell Congress: 42192 479 1.14 396 312 203
Don't extend the
Bush tax cuts for
the wealthy Group

46. Work with
partners

49. You can build your list through
one or two big organizing
moments.
But also via dozens of small
ones.

50. Campaign.

51. A lot. Really I mean a lot.

52. Friday, July 1: Email 1
Can you help fight Scott Walker in La Crosse
this weekend? (1,493 members with 30
miles of La Crosse, WI)

53. Friday, July 1: Email 2
Can you help fight Scott Walker in Hudson
this weekend? (1,324 members with 30
miles of Hudson, WI)

54. Friday, July 1: Email 3
Can you help fight Scott Walker in
Rhinelander this weekend? (675 members
with 50 miles of Rhinelander, WI)

55. Friday, July 1: Email 4
Can you help fight Scott Walker in Wausau
this weekend? (1636 members with 50
miles of Wausau, WI)

56. Friday, July 1: Email 5
Can you help fight Scott Walker in Madison
this weekend? (7629 members with 25
miles of Madison, WI)

57. Friday, July 1: Email 6
Can you help fight Scott Walker in Oshkosh
this weekend? (875 members with 50 miles
of Oshkosh, WI)

58. Friday, July 1: Email 7
Can you help fight Scott Walker in Kaukauna
this weekend? (3087 members with 50
miles of Kaukauna, WI)

59. Friday, July 1: Email 8
Can you help fight Scott Walker in Ripon this
weekend? (1004 members with 50 miles of
Ripon, WI)

60. Friday, July 1: Email 9
Can you help fight Scott Walker in Baraboo
this weekend? (3381 members with 50
miles of Baraboo, WI)

61. Friday, July 1: Email 10
Can you help fight Scott Walker in
Milwaukee this weekend? (8973 members
with 25 miles of Milwaukee, WI)

62. Friday, July 1: Email 11
Why is Rep. X pushing AT&T’s deceptions?
(30,403 members who have taken action on
Net Neutrality and who are in the
Congressional Districts of the 77 Democrats
who signed an AT&T letter supporting
takeover of T-Mobile)

63. Friday, July 1: Email 12
Confirmed: Gov. Cuomo to lift New York
fracking ban. Take action! (79105 New
York State members who received fracking
action day before but didn’t sign)

64. Friday, July 1: Email 13
Confirmed: Gov. Cuomo to lift New York
fracking ban. Take action! (6649 New
York State members who signed fracking
action day before and need to be asked to
tell friends)

65. Friday, July 1: Email 14
Can you deliver our petition to Kansas
AG Schmidt next week? (107 out of 1105
Kansas coal action takers who live within 30
miles of Topeka)

66. Friday, July 1: Email 15
Urgent: Tell Gov. Cuomo: Don’t lift New
York’s fracking ban! (32,931 New York
members who didn’t receive fracking action
the day before)

67. Tuesday, June 28: Email 1
The State of Illinois is using your tax
dollars to mislead kids about coal
(28,834 environmental action taker in
Illinois)

68. Tuesday, June 28: Email 2
Tell the EPA: End unlimited mercury
pollution (156325 recent action takers
who haven’t taken an environmental
action before)

69. Tuesday, June 28: Email 3
<% $representative->{who} %>'s
climate denial threatens our food supply
(102342 people whose member of
congress voted no on USDA planning for
climate change related disasters)

70. Tuesday, June 28: Email 4-6
Tell the EPA: Protect Montana from dirty
coal pollution (4064 environmentalists in
MT)
Tell the EPA: Protect Wyoming from
dirty coal pollution (1538
environmentalists in WY)
Tell the EPA: Protect Colorado from dirty
coal pollution (21544 environmentalists
in CO)

71. Tuesday, June 28: Email 7
<% $representative->{who} %> still
hasn't signed the letter demanding an
investigation of Clarence Thomas (7711
people in Democratic Congressional
Districts who didn’t get this email the day
before)

72. Tuesday, June 28: Email 8-9
Co-sign a letter demanding an
investigation of Clarence Thomas (3978
people in CT who haven’t received
action)
Co-sign a letter demanding an
investigation of Clarence Thomas (1716
choice action takers who didn’t receive
the day before)

73. Tuesday, June 28: Email 10
Stop Monsanto's anti-organic
propaganda on public radio (236654
members who have taken action on
NPR in the past)

74. Tuesday, June 28: Email 11
URGENT: Call Jerry Brown to protect
farm workers (14387 who signed
California petition on behalf of United
Farm Workers)

75. Tuesday, June 28: Email 13
Tell Sen. <% $who %>: Protect
California's water from secret fracking
chemicals (30000 random test in
California)

76. Tuesday, June 28: Email 14
Tell Sen. <% $who %>: Protect
California's water from secret fracking
chemicals (7490 California
environmentalists in trade with California
League of Conservation Voters)

77. Tuesday, June 28: Email 15
Tell Sen. <% $who %>: Protect
California's water from secret fracking
chemicals (119057 California
environmentalists)

78. If you want to grow, you have
to send lots of emails. Period.
Explain this to your development director.

79. What about
unsubscribe trolls?

80. CREDO unsub rates
First month on the list
• 23% will take another action
• 71% will stay on the list another month
• 6% will unsubscribe
Subsequent months:
• Unsubscribe is 1% in next month on list
• Unsubscribe is 2% over the remaining tenure

81. Don’t worry about
unsubscribes.
Except….

82. Subject Emails Open Click Clicks Unsub Unsub
Rec. Rate Rate Per Rate per
Open Open
Tell Congress: Don't 191251 19.64% 17.24% 87.81% 0.08% 0.42%
extend the Bush tax
cuts for the wealthy
Tell Congress: Don't 127833 15.41% 9.56% 62.06% 0.11% 0.72%
extend the Bush tax
cuts for the wealthy
Tell Congress: Don't 149960 4.92% 1.39% 28.19% 0.16% 3.26%
extend the Bush tax
cuts for the wealthy

83. Metrics FTW!

84. Numbers can help you
understand:
• What can we do with our current
resources
• Project what we must accomplish to win
the change you want
• Help you plan a path from what we can
do to what we need to do to win.

86. # house parties # attendees # calls # contacts # votes
1 8 1600 224 6
# house parties # attendees # calls # contacts # votes
10 80 16000 2240 60
# house parties # attendees # calls # contacts # votes
50 400 80000 11200 300
# house parties # attendees # calls # contacts # votes
54 432 86400 12096 318
# house parties # attendees # calls # contacts # votes
92 736 147200 20608 542

87. CREDO Action is often hiring
Becky Bond
bbond@credomobile.com
Facebook.com/becky.bond
@bbond