Online Advocacy: Using the Internet to Communicate with Your Constituents

Session Overview What IS e-advocacy? Components of an e-advocacy program Tools to consider Getting started

Jargon busting Alphabet (or Acronym) Soup:  ASP  CRM  CMS  BCC  HTML, URL Also:  SPAM  Action-alerts Are there others you have in mind?

What is Advocacy? (Official) ad·vo·ca·cy – n. The act of pleading or arguing in favor of something, such as a cause, idea, or policy; active support. (Source: The American Heritage® Dictionary of the English Language, Fourth Ed © 2000 by Houghton Mifflin Company)Source (Strict) ad·vo·ca·cy – n. The ability of an organization to facilitate communication between citizens and decision makers (Source: “Using Online Advoacy” available at (Loose) ad·vo·ca·cy – n. Comprehensive efforts to grow membership, engage potential supporters, cultivate relationships, build communities, raise awareness, and mobilize constituencies around a cause. (Source: “Using Online Advoacy” available at

What is Advocacy?  What does advocacy mean to YOU?  What offline advocacy do you already do?

What is Advocacy? Catch phrases for Advocacy:

What is E-Advocacy? Faxes Websites (CMS) eNewsletters Listservs Weblogs (‘blogs) RSS (content syndication) Online forms/surveys Integrated databases Online donations Others? Technology changes the landscape of advocacy: Which of these tools are you already using?

What is E-Advocacy? What are the benefits of e-advocacy?  Reach more people at less cost  Grow your support or member base  Fast… Opportunistic  High response rate  Cultivate relationships (& potential donors)  Raises awareness

First things first… What do you want to accomplish with e- advocacy? What are your expected outcomes? What impact would you like to have?

Possible outcomes of e-Advocacy  Impact policies, laws and decisions  Raise awareness about your issue (outreach & education)  Grow your member base (i.e. list)  Catalyze action  Raise money  Recruit help or boost involvement (i.e. at an event)  Build community WHICH 2 OR 3 OF THE OUTCOMES RESONATE THE MOST FOR YOUR ORGANIZATION?

What activities do you want to do? Possible e-advocacy activities:  Send , enewsletter, or action alerts  Survey constituents  Foster petitions  Post information on the web  Write news  Connect citizens and lawmakers (through letter- writing, ing or faxing)  Send E-cards or “tell-a-friend”  Collect donations

Goals impact Tools Your goals & activities for e-advocacy will help determine what tools you choose. Regardless, there are 3 core elements to any online advocacy strategy…

Components of e-advocacy 3 core pieces you need to launch an e-advocacy strategy: 1)Constituent s & a way to organize them 2)A current, content-rich & engaging website 3)An effective messaging strategy

Step 1: Collect addresses Collect addresses at every turn Combine & clean up existing lists Maintain them in database and respect privacy Keep your list current & clean

Step 1: Collect addresses Where/How can you collect address?

Step 2: Have an engaging website Your website should: Attract Engage Retain Renew Static brochure-ware won’t cut it anymore… (Easter Seals Activity)

Step 2: Have an engaging website Consider:  Who is your target website audience?  How are you driving them to your site?  What content can you change frequently?  What opportunities are you giving participant to engage on your site?  Why would they come back?

Step 2: Have an engaging website Tips:  Reuse offline content online  Use shortcuts: share content, newsfeeds, ask for help from your stakeholders  Monitor & adjust based on your web stats  Collect addresses on your site  Plan for a symbiotic relationship between your website and your messaging

It’s important, so I’m saying it again: Your website and messaging should have a symbiotic relationship.

Step 3: Messaging  Distribution lists  Groups or listservs  E-newsletters  Action alerts & Issue advocacy

Step 3: Messaging What are the benefits to messaging (i.e. e-newsletters or action alerts?)  Fast & cheap  Professional & compelling  High response rate  Personal (and invited)  “word of mouse” marketing

Step 3: Messaging Tips to start: Decide on frequency of contact Get permission: Use double opt-in approach Clear privacy policy Use an ASP to help Be prepared to respond!

Step 3: Messaging Tips for writing: One action, One idea Be succinct, use hyperlinks to your site for more Clear contact information Legitimate “from” address Truthful subject line Always give an opt-out option Test every message first – internally, and maybe externally

Step 3: Messaging Tips for maintenance: Monitor & adjust based on statistics Honor unsubscribe requests Segment lists & personalize messages

How Technology Can Help THE GOOD NEWS: The number of tools to help you do all forms of online advocacy is increasing… THE BAD NEWS: The number of tools to help you do all forms of online advocacy is increasing… The tools range from free & simple to expensive & robust.

Benefits of using an ASP Compared to building & hosting in-house, can be cost-effective Helps you better track & analyze your results Makes process simpler for constituent Requires less in-house tech staff for you Help with management (I.e. bounces) More integrated approach Easy to create & launch effective & professional campaigns quickly

Evaluating ASP’s Things to consider for yourself: Are we thinking about our long-term goals? Do we have (or will we create) the staff time & energy to do this? Are we willing to train our staff? Are our constituents online? Do we have high-quality data? (more important than quantity) Have we budgeted (time & money) to plan & execute these efforts? If YES, then proceed. If NO – hold up!

Evaluating ASP’s Questions to ask them:  How long have you been in business?  How many nonprofits do you work with?  What are their results/impact?  Access to customer service?  24/7 access to data?  Contracts/length of commitment  Next steps in development  Do they have the functionality you need?  How will they train your staff to use it?  Upfront & ongoing costs

For more tools Nonprofit Matrix – TechSoup Stock – Compasspoint’s guide to ASP’s – Refer to your handouts for more tools…

Getting Started Let’s take a few minutes to get you thinking about your own online advocacy strategies…

Tips for success Start small; pace yourself Scale your initial investment & commitment Quality over quantity Be creative & opportunistic Leave time to do research, explore tools Make your website & messaging symbiotic Integrate multiple strategies, including offline Analyze your results & make adjustments

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