Crafting a Digital Strategy for Practical Political Advocacy

Tactics without strategy is the noise before defeat - Sun Tzu

Colin Delany

Former political staffer (Texas)

Founder/editor Epolitics.com

Online communications consultant

Political advocate

The Essentials

What IS online advocacy?

The Essentials

What does effective online advocacy look like?

Examples

Rules of thumb:

-- relationships

-- content

The Essentials

Where online advocacy fits in a communications strategy

Amplifier Force-multiplier Key aspect: integration

Key resource involved: time

The Essentials

Typical structure of an online advocacy campaign:

Online hub (website, Fb page)

Ongoing communications with supporters (email, social media, SMS)

Outreach (recruiting, influencing the conversation)

The Essentials

Rule #1: Know your goals

The Essentials

Typical Goals:

Long-term agenda-setting

Short-term policy opportunity/threat

Recruiting

Supporter mobilization (ex: voter turnout)

The Tools

Choosing the right tools:

Rule #2: Base the tools you choose on your goals and capabilities

The Tools

The secret tool: databases

The Tools Website (persuasion/recruiting hub)

Petitions (outreach, recruiting, engagement)

Email (sustained contact/mobilization)

CRM (enables email, sometimes social media)

Social media (persuasion/recruiting outreach + sustained contact/mobilization)

Advertising (persuasion/recruiting outreach)

Direct contact (blogger/influencer outreach)

Strategy

Creating an online strategy in a fast-moving political/policy environment

Identify pressure points

Identify channels

Identify resources

Strategy

More rules of thumb:

Leverage existing narrative/conversations (media outreach, hashtags, memes, infographics)

Integrate your communications – be relentless in your messaging

Keep up the pressure – keep your advocates busy

Strategy

Good content matters!

Strategy

Relationships matter!

Direct outreach

CRM/email

Social media

Strategy

Managing supporters

Regular contact (but don't overdo it)

Ladder of engagement

Tiered actions

Super-volunteers

Strategy

What's next in digital advocacy?

What's next for your organization?

Thank You

Colin Delany

Epolitics.com

cpd@epolitics.com

@epolitics

+1 202 422 4682