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BUILDING AN ACTIVIST LIST
This is me. Roz Lemieux.I am a partner at Fission Strategy.
You can learn more about us at:www.FissionStrategy.com
What lists are we talking about?
1. Email Action Alert List
2. Social Networks
3. Mobile Action Network
4. Other Supporter Lists
Part I: Email Alert List
1. Have a good campaign.
Ask yourself…
Why me?
Why now?
Why this?
2. Look for “moments”.
Immigration > Arpaio Video
Moms > Mother’s Day
3. Be innovative.
Case Study: HealthyToys
Case Study: MomsVote
Case Study: Act.ly
4. Test!
Case Study: Yes/No
Case Study: First Name
No first name:0.17% donation rate
First name:0.22% donation rate
Adding the first name to the subject line lifted open rates by 6%, click rates by 12% and donation rates by 30%
Case Study: Talking Points
Bullets on what to say to personalize:6.94% action rate28.36% emails personalized
Normal (‘low’) request for personalization:7.65% action rate5.50% emails personalized
Giving people concrete bullets to talk to on landing page suppressed action rate by 9% and lifted personalization rate by 400%
5. Segment.
Case Study:
6. Seek out allies.
Organizations
Organizations
Bloggers
Part II: Social Networks
1. Make the case internally.
Email Open Rates Are Declining
According to M+R:
Email open rates declined almost
63% between 2004 and 2008.
Social Network Use Is Growing
According to Pew:
35% of adult Internet users are social network users –
up 4x from 2005.
Integrated Online Communications Strategy
Social Network Use Is Growing
Integrated Online Communications Strategy
Social Network Use Is Growing
2. Research your supporters.
Rapleaf Reports
Social Media Scans
Social Media Scans
2. Do the easy stuff first.
Case Study: MomsRising
Case Study: Google Groups
3. Follow these Twitter tips…
Top-secret Twitter Tips
Advocates
Journalists
Congress
Industry Leaders
Case Study: Twitter
3. Follow these Facebook tips…
Feed the News Feed
Status Message Saturation
Pervasive Profile Pics
Day of Action
4. Cultivate your geekiness.
Stay on top of tech news.
Learn SQL
Part III: Mobile Action Network
Technology
Mobile Network in Action
Part IV: Other Supporter Lists
What is modeling?
You start with a list of supporters, about whom you have some information, e.g. marketing or voter data.
Then you do a short poll to a large sample of the list, to find out who is (and isn’t) a supporter.
Then you create a “model” of a typical supporter. The model is a description based on the data that you have about your list – e.g. demographics, voting history, location.
Then you rank how likely each person on your list is to be a supporter, based on the model. You can focus on those most likely to be supporters, so your outreach is more targeted, more efficient.
Catalist Enhanced Voter File
230,000,000 records
Catalist Enhanced Voter File
230,000,000 records
How does modeling work?
Universe of Likely
Supporters
Universe of Likely
Supporters
Patch-Thru Calls
Patch-Thru Calls
Model of a Likely ActivistModel of a
Likely Activist
Apply ModelApply Model
Universe of MOST Likely Supporte
rs
Universe of MOST Likely Supporte
rs
Call CongressTxt 2 JoinSign
Petitions
Call CongressTxt 2 JoinSign
Petitions
MOBILIZEMOBILIZE
Q & A
roz@fissionstrategy.com
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