Post on 17-May-2015
description
making campaigning count...
Ecampaigning Review
e-action review and e-campaigning practices surveyJess Day
2010
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The eCampaigning Review aims to help digital campaigners in their work by providing publicly accessible, actionable benchmarks for online campaigning through three linked research projects:
• an analysis of anonymised emailing and action data• a comparison of public e-campaigning practices• a confidential survey of e-campaigning internal
practices
2010 e-campaigning review
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E-action review
• 81 online actions reviewed and scored
• 51 pre-election actions reviewed
• Looks at the details of individual e-actions
• Based on public information
• Subjective!
Practices survey
• 41 organisations, self selected
• Range of organisation sizes
• Looks at what doing and how
The research
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• Understand best performance• Pick up ideas• Spot gaps and weaknesses• Celebrate strengths• Inform budget and strategy decisions• Meaningful benchmarks, based on confidential
data• For more tailored insights – talk to FairSay
How can it help you?
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• Average campaign email list: 40k
• Average campaign total list: 84k
• Range more interesting: 27% have under 5k email campaigners
• More sophistication and personalisation
• Growth in use of social media
• Budgets and staffing holding steady
Campaigns email list size
12
10
7
6
2
4
0
2
4
6
8
10
12
14
<5k 6-10k 10-25k 25-50k 50-100k >100k
Practices - headlines
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Conversion12% use data about user preferences to inform action
requests to donors.17% use user data to inform donation requests (up from
5%)
Testing22% are split testing (up from 7% last year)Only 7% are not testing at all (down from 18%)
Sophistication
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Social media
• 68% using blogs to campaign
• 73% actively use a social network presence (up from 64% last year)
• 51% engage directly with supporters (38%)
Practices - social media
Which social networks
40
36
26
18
6
2 2 1
0
5
10
15
20
25
30
35
40
45
Facebook Twitter YouTube Flickr MySpace Habbo SecondLife
Ning
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Budgets• Average total budget 57k• 57% have held static, 30% increased
Staffing• Average total staffing 6.5• 32% had 1 or fewer campaign staff, over half had 1 or
fewer new media staff• 53% held static, 40% added new staff
Budgets and staffing
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• Elected representatives still most popular target• Government targets most popular• Email actions the most popular• Petitions slightly more popular than last year• Strongest: campaign aggregators (eg 38 degrees),
unions, environment and animal organisations• Weakest: health/medical, consumer and international
poverty organisations
E-action review – headlines
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• 78% of actions targeted Prospective Parliamentary Candidates (PPCs)
• 7% targeted voters directly
(Excessive?)anxiety about charity law• Only 13% of actions referred to party policy in message
text• Only 24% provided information about relevant party
policies
E-action review – election headlines
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Timeliness• Lots of references to the 'election just weeks away'• 63% had update on the site after 2 weeks• Ten actions were still live after 2 weeks!• Friends of the Earth – great nimble campaigning
Devolution• Over half the actions were on devolved issues (eg
health, education)• Only a third of those were handling it well
E-action review – election headlines