E-Advocacy 2.0

Mike Dean

Tipping Point Strategies

Agenda for Today

• Why e-Advocacy?

• Key Principles of Success• Anatomy of an e-Advocacy campaign• Q & A

Everything Has Changed

Source: Pew Internet & American Life Project

1. People go to the Internet to get information2. Harder to reach people through traditional means3. More interactive 4. Supporters can get involved anytime, anyplace 5. Proven to work

Why e-Advocacy?

It’s Where People Go…

It’s the Messenger…

• Integrate e-Advocacy with:– Traditional grassroots– Member communication– Media outreach– Fundraising

• This ensures that the message is reinforced• Avoid competing messages

Can’t Exist in a Silo

Creating Buy-in

• Improves the speed and efficiency that your information gets to supporters

• Your messages will spread to a wider audience

• Saves time and money

• Advocates expect it

• You can evaluate and target impact

• Be Interactive and Empowering• Create Engagement Pathways• Integrate! Integrate! Integrate!• Create Community• Provide a Service

Key Principles of Success

1. Website2. E-mail3. Advocacy Activities4. Testing 1…2…3…5. Segmentation6. Use Multiple Mediums7. Develop Evangelists8. Micro-Organzing

Anatomy of an e-Advocacy Campaign

Step 1 - Website

Step 2 – E-mail

Step 3 – Advocacy Activities

3. Test

Step 4 – Testing 1…2…3…

• Targeted messages• Create manageable chunks

Step 5 – Segmentation

Step 6 – Multiple Mediums

Step 6 – Multiple Mediums YouTube

• Obama 14,548,809.05 hours; • McCain 488,093.01 hours

Step 6 – Multiple Mediums YouTube

Step 6 – Multiple Mediums Tools

• Give supporters the tools to organize themselves – "In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.“

• Used Social Networks to create conversations

Step 6 – Multiple Mediums MyBO

Step 6 – Multiple Mediums Training

Step 6 – Multiple Mediums Reward

Step 6 – Multiple Mediums Tax Calculator

Step 6 – Multiple Mediums Text Messaging

• Used different mediums to reach different audiences

• Text messaging is a very democratic medium because of the low cost of cell phones

• A new online political elite is emerging as 23% of campaign internet users, or 14 million people, became online political activists.• 8% of campaign internet users posted their own

political commentary to a newsgroup, website or blog.

• 13% forwarded or posted someone else’s political commentary.

• 1% created political audio or video recordings.• 8% forwarded or posted someone else’s political

audio or video recordings.

Step 7 – Develop Evangelists

Source: Pew Internet & American Life Project

Step 7 – Develop Evangelists

• Recruit them• Split them apart from you regular list• Communicate on a regular basis• Engage them – survey them, ask for feedback• Develop tools for them to use

– Include key messages– Tips on organizing– List of potential activities

• Elevate them• Develop a relationship

Step 7 – Develop Evangelists

• Ask for feedback regularly• Incorporate their feedback• Make it easy to participate• Be able to act quickly and jump on issues as they

develop• Integrate, integrate, integrate • Give up the control and empower supporters• Personalize and customize communication

Step 7 – Develop Evangelists

Step 8 – Micro-Organizing

Fight the Smear

Lessons Learned

• Have a balanced approach• Technology makes it much easier• Quality vs. Quantity• Use a theme to build excitement and support• Provide “Inside Information”• Engage supporters year-round• The more you put in the more you will get out

The Age of Collaboration

1. In tight economic times we are going to be forced to share resources

2. We don’t know everything3. Think Open Source Nonprofits and

Government

More Information

Visit – www.TippingPointStrategies.org

Mike@TippingPointStrategies.org