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Advocacy Tools to Help You Achieve Results
Laura Lacy
Web Consultant
TerpSys
www.terpsys.com
www.linkedin.com/in/lauramlacy
About TerpSys
• We Delight our Customers!
• We Help You Use Technology to Achieve Your Mission
• We Offer Networked and Web Based Solutions Including:• Website Design & Development
• Interactive & Visual Design
• Branding
• Database Integration
• Founded in 2000, Profitable Since Inception
• 235+ Employees, $20+ Million in Annual Revenues
• “Great,” “Best,” “Most Philanthropic” in 2007
• SharePoint Development
• Application Development
• Search Engine / Usability Evaluations
• End User Support / Network Services
Where Do You Start?• Define your goals
• What needs to happen for this
campaign to be considered a
success?
• Make sure that they are
measurable and not abstract
• Who is your target audience?
• Research
• Where does your audience get
their news?
• What are people saying about
your topic?
• Get Your Message Heard
Define Your Goals
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http://www.flickr.com/photos/12968938@N00/3026219304/
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Research
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Research your constituents
http://www.forrester.com/Groundswell/profile_tool.html
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• Setup Google Alerts -
http://www.google.com/alerts
Research: Listen
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Research: Listen
• Search Technorati for blogs on your topic
Research: Listen
• Get an RSS Reader
• Google Reader
• iGoogle
• Outlook
• MyYahoo!
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Research: Listen
• Monitor Twitter
• Twitter Search
• TweetBeep
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Get Your Message Heard
Sending your message out through multiple
channels will get you the best results.
• Social Media
• Text Messaging
• Email Marketing
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Get Your Message Heard: Participate
• Setup personal profiles on major social networking
sites and begin to build a community
• MySpace
• Flickr
• Comment on Blog posts
• Rate videos on YouTube
Social Marketing will only be effective if you have an engaged audience!
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As of 1/4/2010 - http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
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Niche Networks: Care2
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Niche Networks
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Niche Networks: Change.org
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Blogs
• Require time and commitment – Should be
updated at least once per week
• Should be written in a more personal tone
• Benefits
• Frequent updates to your site means more visibility in
search engines
• Promotes conversation
• Helps users relate to the cause through personal stories
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Blogs
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YouTube
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Text Messages
The response rate for call-in advocacy text
messages (text messages urging a supporter to
make a call to a decision-maker on behalf of the
organization) was 4.7% –nearly 6 times the 2009
benchmark response rate of 0.82% for call-in
advocacy emails. – 2010 Nonprofit Text Messaging Benchmarks Study
• Mozes
• Mobile Commons
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Email Marketing
• Testing
• Subject Lines
• Frequency
• Time of day/week
• Segmentation
• Personalization
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Email Marketing
• Email Marketing Only
• Constant Contact
• MagnetMail
• iContact
• Advocacy Focused
• Democracy in Action
• CapWiz
• voterVOICE
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Closing Thoughts
• Define clear and measurable goals
• Do research to determine which
methods to move forward with
• Understand that participating in Social
Media takes time
• Become personally involved - The
most effective results are linked to an
individual and not an organization
• Test, test, test
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Thank you
Contact Information:
Laura Lacy, Web Consultant
www.terpsys.com
www.linkedin.com/in/lauramlacy
