Summary: Online Campaign Checklist

PLAN

OUTLINE GOALSNumber of actionsFundraisingRecruitment, etc

TARGET AUDIENCE

Who is it?Where are they?

ACTION TARGETSWhat you want

accomplished, etc.

TIMINGCurrent eventsMaximum benefitAllow time for

delivery

SUCCESS, ANALYSIS

Straightforward landing pages

Trackable URLS

IMPLEMENT

EFFECTIVE MESSAGING

RELEVANTPrevious action

Geographic

Demographic

TIMELYNews

Legislation

APPROPRIATEHumor

Straight-forward

Don’t get gimmicky

GRAPHICSSimplicity

Clarity

Consistency

Thematic Elements

Faces, Eyes

FINDING PEOPLESocial NetworksNews NetworksCare2.comDiscussion GroupsBlogs, etc.

USING YOUR SUPERACTIVISTS

“Ambassador” program:Letters to the editorForward to friendCalls to legislatorsGathering data

TESTING

A-B TESTINGSubject LinesTonesHumorSnarkinessMessage author/sender

SEGMENTATIONGenderGeographic areaMarital statusNumber of childrenOccupation

MEASURESHARE

FOLLOW-UP

GOALS ACHIEVED?Standard ratesReactions from membersReactions/responses from

targetsLegislative actionComparisons to previous

campaignsLearn and adapt

FOLLOW UPThank participantsUpdate membersSend message to those

who did not participate