crafting a practical online advocacy strategy
Post on 10-May-2015
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Crafting a Digital Strategy for Practical Political Advocacy
Tactics without strategy is the noise before defeat - Sun Tzu
Colin Delany
Former political staffer (Texas)
Founder/editor Epolitics.com
Online communications consultant
Political advocate
The Essentials
What IS online advocacy?
The Essentials
What does effective online advocacy look like?
Examples
Rules of thumb:
-- relationships
-- content
The Essentials
Where online advocacy fits in a communications strategy
Amplifier Force-multiplier Key aspect: integration
Key resource involved: time
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)
The Essentials
Rule #1: Know your goals
The Essentials
Typical Goals:
Long-term agenda-setting
Short-term policy opportunity/threat
Recruiting
Supporter mobilization (ex: voter turnout)
The Tools
Choosing the right tools:
Rule #2: Base the tools you choose on your goals and capabilities
The Tools
The secret tool: databases
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)
Strategy
Creating an online strategy in a fast-moving political/policy environment
Identify pressure points
Identify channels
Identify resources
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
Strategy
Good content matters!
Strategy
Relationships matter!
Direct outreach
CRM/email
Social media
Strategy
Managing supporters
Regular contact (but don't overdo it)
Ladder of engagement
Tiered actions
Super-volunteers
Strategy
What's next in digital advocacy?
What's next for your organization?
Thank You
Colin Delany
Epolitics.com
cpd@epolitics.com
@epolitics
+1 202 422 4682
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