Manny HerrmannAFL-CIO Online Mobilization

iherrmann@aflcio.org

• ACLU, 2005-2008

• American Rights at Work, 2008-2010

• AFL-CIO, 2010-Present

List Growth & TestingList Growth & Testing OrganicOrganic

– Your activists are your biggest fansYour activists are your biggest fans– They recruit their friendsThey recruit their friends– Master fundamentals of this BEFORE doing a major Master fundamentals of this BEFORE doing a major

list-growth effort.list-growth effort. PaidPaid

– Care2/Change.org/EtcCare2/Change.org/Etc– Online adsOnline ads

CollaborativeCollaborative– Build alliances with other groupsBuild alliances with other groups– Quid pro quo, or more informalQuid pro quo, or more informal– Everybody winsEverybody wins

Organic List Growth Organic List Growth GET THIS RIGHT FIRST.GET THIS RIGHT FIRST. Your strongest supporters grow your list for Your strongest supporters grow your list for

you.you. You give them a compelling action, and the You give them a compelling action, and the

tools to spread the word via:tools to spread the word via:– EmailEmail– Social mediaSocial media

And when possible, you can also use:And when possible, you can also use:– In person eventsIn person events– CanvassingCanvassing– Text messagingText messaging– Phone calls (member to member)Phone calls (member to member)– Other “real life” venues that require higher engagementOther “real life” venues that require higher engagement

Structuring Your Structuring Your Program for Strong Program for Strong

Organic GrowthOrganic Growth Your email program is Your email program is about building and about building and maintaining relationships with your list maintaining relationships with your list membersmembers..

Your first goal is Your first goal is opens.opens. Your next goal is Your next goal is actions.actions. And you want a high % of action takers to And you want a high % of action takers to tell their tell their

friends, friends, expanding your program.expanding your program. Ultimately, you also want to convert people to a Ultimately, you also want to convert people to a

higher level of activismhigher level of activism – being a donor, text – being a donor, text messaging member, or super-activist. Or, messaging member, or super-activist. Or, a a equivalent but separate level equivalent but separate level (like following you (like following you on social networking).on social networking).

List-Growth CampaignsList-Growth Campaigns Start with a good email.Start with a good email. Take users up the ladder of engagementTake users up the ladder of engagement

– Take actionTake action– Tell friendsTell friends– Segmentation for follow-upSegmentation for follow-up

Try new things: you’d be surprisedTry new things: you’d be surprised Test to increase response ratesTest to increase response rates

– Subject lines, senders, long v. shortSubject lines, senders, long v. short

Send segmented follow-upsSend segmented follow-ups– Took action? Tell Friends.Took action? Tell Friends.– Didn’t take action? Send a reminderDidn’t take action? Send a reminder

Ladder of EngagementLadder of Engagement

Tell-a-friend

Don’t forgetDon’t forget

The series is importantThe series is important– Segment your list to take people up the “ladder Segment your list to take people up the “ladder

of engagement”of engagement” Tell a story – like delivering your petition Tell a story – like delivering your petition

and getting pictures or even video.and getting pictures or even video. If your response rate isn’t high enoughIf your response rate isn’t high enough

– Change the campaign, or ASK HARDERChange the campaign, or ASK HARDER– There is a response rate for youThere is a response rate for you– Test, test, test: subject lines, content, and new Test, test, test: subject lines, content, and new

approaches. One thing at a time.approaches. One thing at a time.

Other things to note…Other things to note… It’s good to use a broad definition It’s good to use a broad definition

of your list.of your list.– Twitter and Facebook followers are valuable – Twitter and Facebook followers are valuable –

but for different purposes than email.but for different purposes than email.– Understand the mediums, and their strengths Understand the mediums, and their strengths

and weaknesses.and weaknesses.– When you can, move your activists into as When you can, move your activists into as

many mediums as possible.many mediums as possible.– Engage people ON social networking when you Engage people ON social networking when you

can.can. Act.ly petitions vs email petitionsAct.ly petitions vs email petitions Facebook pages vs. email petitionsFacebook pages vs. email petitions

BUT email is still the most powerful BUT email is still the most powerful tool, even with declining performance.tool, even with declining performance.

Collaborative Cross-Collaborative Cross-PromotionsPromotions

One of my favorite ways to grow your One of my favorite ways to grow your listlist

You build relationships with outside You build relationships with outside groups.groups.

Quid quo pro, or something more Quid quo pro, or something more informal works.informal works.

Link to each other’s campaigns, or do Link to each other’s campaigns, or do a co-branded campaign with a joint a co-branded campaign with a joint opt-in and swap names.opt-in and swap names.

Messaging to New Messaging to New AcquisitionsAcquisitions

Send a welcome message to new Send a welcome message to new activistsactivists– At least to new activists from big At least to new activists from big

campaigns, paid growth and cross-campaigns, paid growth and cross-promotions.promotions.

– Good to introduce your organization and Good to introduce your organization and give an easy action to warm people up.give an easy action to warm people up.

Some organizations even send a Some organizations even send a series of welcome messages.series of welcome messages.

Paid List GrowthPaid List Growth

Change.org and Care2.comChange.org and Care2.com– Maintain lists with millions of membersMaintain lists with millions of members– They recruit activists to sign your They recruit activists to sign your

petitionpetition– $1-2 per name$1-2 per name– Since these are generally CPA (cost per Since these are generally CPA (cost per

acquisition), they handle the testing acquisition), they handle the testing process for you.process for you.

Online AdsOnline Ads

Blog AdsBlog Ads– Performance is based on how Performance is based on how

compelling the ad is.compelling the ad is.– Generally anywhere from $3-5 per Generally anywhere from $3-5 per

acquisition with a good ad.acquisition with a good ad.– Plus, you reach a blog’s audience, and Plus, you reach a blog’s audience, and

support progressive bloggers.support progressive bloggers.

News SitesNews Sites

Google Text and Banner AdsGoogle Text and Banner Ads– Great bargains on CPM and CPC adsGreat bargains on CPM and CPC ads– Generally best to big per click, with a Generally best to big per click, with a

few exceptions.few exceptions.– C3 organizations can sometimes get C3 organizations can sometimes get

free Google text ads (exceptions apply)free Google text ads (exceptions apply)

Test & Keep Content FreshTest & Keep Content Fresh

For big campaigns, create multiple For big campaigns, create multiple versions of ads to test.versions of ads to test.

Run them bothRun them both The optimized ad winsThe optimized ad wins It’s worth hiring a firm if you need It’s worth hiring a firm if you need

helphelp

Don’t Forget Offline Growth!Don’t Forget Offline Growth! Where can you grow your list Where can you grow your list

offline?offline?Canvassing existing members.Canvassing existing members.Asking members for email, Asking members for email, cellphone #, etc. often, in cellphone #, etc. often, in many places.many places.

Ask Facebook followers to join Ask Facebook followers to join your email list, etc. (limited your email list, etc. (limited returns, but worth doing – if returns, but worth doing – if you’re creative you can you’re creative you can increase cross-medium increase cross-medium conversions.)conversions.)

Questions?Questions?