© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 1

Making Noise and Cashing In: Strategies for Internet Advocacy

© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 2

Impact of Internet Advocacy

In the last decade, the volume of email and postal communications to Congress has increased 300%, and doubled in the last five years alone

In 2004, the House received 99,053,399 messages via internet and the Senate received 83,000,000

79% of congressional staff believe the internet has made it easier for citizens to be involved in public policy

The internet became a “key force” in politics for the 2004 elections

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Why Use Online Advocacy

Easier to recruit advocates

Quicker to take action

Better tracking

Message deliverability – multiple channels

Convert activists into donors

© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 4

How Can Online Advocacy Work for You?

What do you need to keep in mind for a successful campaign:

Build communityFoster relationshipsCreate an engagement pathAsk the right thing at the right timeIntegrate your online and offline effortsDifference in being noticed and having an impactPersonalized messages have more influence on Congress and your members

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Online Advocacy Strategy 101

1. Develop a campaign plan

2. Personalize communications

3. Create an Engagement Plan

4. Integrate online and offline activities

© 2004. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 6

Develop a Campaign Plan

Coordinate across departments

Create a messaging schedule

Plan content, design, and segmentation strategy

Establish criteria for success

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Develop a Campaign Plan

One alert is just a date

A campaign is the beginning of a relationship

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Sojourners: Campaign Example

64,000 sent43% Open

Rate18% CTR

Email to Petition

74,000 participants

170,000 page views32% conv

1122

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$164,000 dollars raised

Ads placed in newspapers

across the US

Follow up email

44

33

55

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Personalize Communications

Address your audience

Use information you know about your members

Continue the conversation

Recognize what your members have done

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Personalized for Senator

Direct appeal based

on location

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Create an Engagement Cycle

Launch a Campaign

Solicit a donationOrganize an event

Send a remindernewsletter

Report on results

Recruit new and existing members

Thank & ask again

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Engagement – always have an action

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Encourage Community Building

Leverage your individual member’s network of contacts

Encourage viral marketing

Have ‘tell-a-friend’ functionality within your system

Make it easy for people to forward, and for new members to subscribe

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Integrate Online and Offline Activities

Phone calls from VIPsConstituent visitsTown Hall MeetingsDirect MailAdvertising

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Consistent Branding

Targeted two states

Newspaper ads and online advocacy campaign

Featured in online newsletter

Over 3500 online responses, 350 offline

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Top Ten Advocacy Tips

1. Always have an alert active, promote it everywhere2. Personalize your messages3. Create persuasive recruitment campaigns4. Create a messaging campaign. Connect your

messaging – action alert, e-newsletter, event invitation

5. Style is substance6. Follow up – let your members know what happened7. Ask, ask, and ask again8. Collect additional information on your members9. Integrate offline and online activities 10. Find your super advocates and give them something

to do