5 Questions to Ask Yourself Before Launching a Digital Advocacy Campaign



Digital advocacy efforts are important for enabling nonprofit organizations to chop by means of the noise and win campaigns.

With out digital advocacy, it may be troublesome to measure the success of your campaigns — and even know in the event you’re profitable, in any respect. The truth is, 94% of advocacy campaigners imagine the opposing side is winning, and 86% imagine they need to embrace extra impactful techniques.

It’s time we step up our digital advocacy efforts.

Whether or not you are a seasoned campaigner wanting to return to fundamentals or are fully new to digital organizing and do not know the place to begin — you are in the proper place.

Right here, let’s discover 5 questions you will wish to ask when beginning a digital advocacy marketing campaign.

5 Inquiries to Ask for a Profitable Digital Advocacy Marketing campaign

1. What’s your purpose?

Earlier than beginning any digital marketing campaign, it is essential to grasp what you are making an attempt to attain. 

Take into consideration what you wish to accomplish. Do you wish to flip the tides on a coverage resolution presently on the desk? Do you wish to assist de-stigmatize a problem in your neighborhood? Do you wish to mobilize your supporters to publicly assist your difficulty forward of an upcoming election?

Marshall Ganz is a scholar at Harvard and activist who has studied highly effective actions and what led to their success. By his analysis he discovered a framework for setting targets.

Ganz decided that efficient marketing campaign targets ought to:

  • Be measurable and tangible to enhance the lives of your supporters. It is best to be capable to clearly measure the incremental progress in the direction of the purpose.
  • Focus assets strategically to attain your purpose. Think about what you’ve in your again pocket– can you place your group’s abilities and strengths to make use of to attain a single final result?
  • Construct capability to your group internally. For instance, when working in the direction of this purpose will you recruit and interact volunteers? Will you acquire worthwhile expertise or assets, publicity and clout that can assist you along with your subsequent purpose?
  • Use factors of leverage the place you should utilize your communities strengths and/or capitalize off of your opposition’s weak point
  • Give attention to a single motivational difficulty that has a direct affect in your supporters’ lives.

2. What’s your concept of change?

It’s extremely essential to indicate your supporters that their actions can have an infinite affect.  

In our analysis report on Full Spectrum Engagement, we discovered that it is important to indicate how change is feasible. Offering a blueprint for that path — and exhibiting the way you get from A to B — will assist supporters perceive the steps it takes to win, and so they’ll instantly see their position in that change. 

Google’s research into civic engagement attitudes exhibits that those that don’t take motion are held again partially as a result of they did not imagine their actions would have an effect. When individuals see how their small motion performs into a bigger strategic plan, they are going to be extra prone to be part of.

Right here is how the #StopAdani illustrated their concept of change:

#stopadani campaignThe large #StopAdani marketing campaign used this graphic for instance the speculation of  change of their marketing campaign to cease a brand new coal mine in Australia.

3. Who’re your targets?

Now that you’ve got a purpose, ask your self, who’re the important thing decision-makers answerable for making your purpose grow to be a actuality? Who do you want in your facet to make it occur? A superb train for narrowing in on decision-makers is named power mapping.

To conduct energy mapping, observe these steps:

  • Brainstorm: Checklist all the individuals concerned in your marketing campaign, together with stakeholders, influencers, decision-makers, and constituents who’re instantly affected by the difficulty.
  • Energy Map: Subsequent, place them on a grid and map them primarily based on how a lot energy they’ve over your difficulty, and the way sympathetic they’re to your trigger.
  • Choose a Goal: As soon as every thing is on the grid, you’ll be able to see who could be the perfect particular person to focus on in your marketing campaign. Bear in mind — it does not need to be probably the most highly effective particular person. Relying on how lengthy you’ve, it’s possible you’ll go for a extra sympathetic particular person first, and even do an evaluation of probably the most highly effective particular person’s community. It’s essential to analyze the pathways and relationships that may get you entry to those decision-makers, and find out how to put strain on them by means of a bigger community.

Right here is an instance of an influence mapping brainstorm. The purpose is within the pink sticky notice, and all the actors associated to the purpose are in yellow sticky notes and have been mapped:

power mappingA Screenshot of an influence mapping board. The marketing campaign purpose is to eradicate proof of immigration standing when enrolling in class so that they course of aligns with the statewide sanctuary coverage. The vertical axis maps the extent of affect/energy every actor has over the choice associated to the marketing campaign. The horizontal axis maps the extent of assist every actor has to your marketing campaign. Template impressed by Anita Tang’s work at The Commons 

To get extra in depth directions on energy mapping please try our Advocacy Targeting with Intention Manual to present you step-by-step directions and nice prompting questions to your brainstorming.

4. How will you attain your purpose?

You could have decided your purpose and your concept of change … however how will you place this plan into motion?

New/Mode gives a platform for supporters to succeed in decision-makers and for his or her voices to be heard. We provide a number of avenues and channels to succeed in decision-makers.

Reaching a CEO or a financial institution? Maybe they might be extra receptive to the general public and a hashtag on Twitter calling them out.

Want to succeed in a neighborhood consultant? They’ve employees devoted to opening, studying, and responding to their constituents. New/Mode has built-in datasets that mechanically match supporters with their elected officers so not one of the guide work falls in your shoulders.

Try the forms of digital advocacy instruments you should utilize to attain your targets:

Tweet Storm

Use Tweets to construct a strong public narrative, develop assist, and make your marketing campaign go viral.

Find out how the Regional Transportation Authority used the tweet storm to win funding for transit.

Letters to the Editor

Make the headlines! Encourage supporters to write down letters to native publications and supply a platform to your collective story… decision-makers will make sure to discover!

Learn how organizations such because the Warren Democrats, Stand Up America, and New Hampshire Democratic Get together have used this useful gizmo.

Focused Emails

Enter a number of e mail topic strains and messages into the system to extend deliverability and open charges. Create conditional messages which might be depending on the decision-maker’s present vote or place. Give your supporters an applicable script for the given scenario.

Learn how Defund the Police campaigns throughout North

America used e mail actions to present their supporters a robust voice.

Personalised Calls

Name your native, state/provincial, and federal officers, and candidates and inform them what issues most.

Learn how BattleForTheNet used the decision software to advocate for open web for all.


Give your supporters one thing to imagine in! Present a simple approach for them to take motion and get in contact with native decision-makers.

Learn how Safe Passage used a mix of the petition, tweet and letter to the editor software to reunite households.

5. What’s your follow-up plan?

Campaigning is an extended and devoted effort. In your digital advocacy marketing campaign you’re creating and furthering a relationship with each your supporters and decision-makers. You should have a plan for each of those relationships.

Easy methods to Nurture your Relationships with Supporters

You should have an inventory of supporters who participate in your advocacy marketing campaign and you’ll have a chance to deepen your relationship with them.

Utilizing New/Mode in tandem with a buyer relationship administration software program is de facto efficient to maintain monitor of and nurture relationships. As soon as an action-taker makes use of New/Mode, their contact information will sync to HubSpot. In HubSpot you’ll be able to see who has taken an motion, and what number of actions they’ve taken.

With this data you can begin to follow-up with these individuals each couple of months and ask them to take part in an motion they’re able to take. For instance, if somebody begins with a low-barrier motion similar to a petition, you might ask them to do one other easy motion like sending an e mail to a consultant or ask them to escalate their motion and ask them to Tweet at their consultant.

A useful option to visualize this can be a pyramid of engagement/ladder of engagement which is utilized by campaigners and organizers to outline a collection of duties for supporters, often escalating in issue or dedication required.

Completely different advocacy instruments could be higher relying on which stage a supporter is at, as proven on this image:

pyramid of engagementFor extra recommendations on find out how to interact your supporter base, try this Campaign Engagement Checklist, developed from a long time of expertise main advocacy campaigns throughout the globe.

Easy methods to Nurture your Relationship with Resolution-Makers

As soon as your supporters contact their decision-makers that you must be able to follow-up with them, make your ask once more, and/or maintain them accountable. It is best to ask supporters to inform you of the response they get so you’ll be able to maintain monitor of how receptive the decision-maker is.

Relying on how responsive the decision-maker is it’s possible you’ll wish to ask them for a gathering and invite supporters alongside so you may make your asks and calls for face-to-face. If they are not responsive, maybe it is time to strive one other communications channel if they aren’t receptive to the primary request.

If they aren’t responding to emails, would they be extra attentive in the event that they noticed their title in 1000’s of tweets or within the newspaper? For those who do obtain a dedication from a decision-maker, make notice of this and provide you with a plan to test in and maintain them accountable.

Time to Get Began

You’re formally arrange for fulfillment since you now have a purpose in thoughts, a plan to get there, targets to succeed in, a option to attain them and a plan to observe up in your efforts.

Good luck, and glad campaigning.

At New/Mode we’re offering know-how to assist main social good organizations minimize by means of the noise and win campaigns. We offer digital advocacy software that’s designed to turn engaged supporters into advocates that achieve tangible wins for our communities.

We assist a whole bunch of cause-based organizations and up to now have facilitated over 17,000 campaigns and 60 million civic messages to decision-makers with our software program– we all know what works and wish to share the highest 5 questions it’s best to ask earlier than launching your marketing campaign to make sure you have a profitable one.

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