Effective Advocacy tools with Engaging Networks

• More actions taken• More page completions from emails• More engaged supporters• Fewer unsubscribes / lapsed supporters• Greater chance of achieving your campaign

goals

Why do you need effective advocacy campaigns?

We will cover• Campaign basics consistent with best practice• Linking of actions• Dynamic content

• Not covering: design, templating, widgets

Types of actions

The theory

Summary – action re-directYou can redirect to any action. Email a friend, email to target, data capture or even a donation page

Full set up the action that you want to redirect to and set its status to LIVE

Go to the build of the ‘starting’ action and then click on ‘action re-direct’

Select the action to redirect to from the drop down list (or you can redirect to an external URL)

You can go to ‘start page 2’, if you want to bypass the form on the action you are linking to

You can either have an action re-direct or a thank you page, not both

Widgets can also use ‘action redirect’

Summary – dynamic content Two options: reference data and ‘re-direct and filter

Redirect and filter allows you to display different messages, or go to a totally new action, based on the type of supporter or the advocacy target(s) relationship with your organisation

Reference data allows you to insert statistics or individual comments into the campaign target’s messages

Summary – re-direct and filter

Create and select all the required messages in ‘message content’

Go to ‘re-direct and filter’ and then select the type, assign the criteria and insert the relevant message (or campaign) for each redirect

If you have more than one, make sure to confirm the priority order

Select all the redirects you have set up and ‘submit’

If you go back to message content you will see an icon by the side of any message that has a redirect in place –

If you are duplicating a campaign make sure you adjust or deselect the redirects

If your advocacy action has multiple targets, think about using a ‘contact list’ type that displays all the messages on the page.

TEST!

Summary – reference dataIn ‘libraries’ > ‘manage reference data’, download the data set you want to match your data with

Add the information to each cell in the spreadsheet

Upload the data set into your account

In ‘message content’ in ‘build’, use the insert tool to insert the reference data tags into the relevant messages, your data starts at ‘column 3’.

When your supporter takes action, the relevant details will be displayed in the message

TEST!

Summary – best practiceConsider using a sub domain

Ensure that a correct and consistent opt in question is in place

Make sure all error alerts are in place and wording for them is correct

Make sure address blocks are included

Format your form

Once the basics are set up, duplicate that campaign

Think about copy (including social tags and buttons)

Don’t copy text directly from Word

Think about’ email a friend’ or linking to another action rather than just a thank you page

Dynamic is good

TEST!

Greater success if part of a wider advocacy campaign

• Media

• Events

• Lobbying

• Offline advocacy

• Fundraising? • Timing