Building an Activist List
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Transcript of Building an Activist List
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BUILDING AN ACTIVIST LIST
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This is me. Roz Lemieux.I am a partner at Fission Strategy.
You can learn more about us at:www.FissionStrategy.com
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What lists are we talking about?
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1. Email Action Alert List
2. Social Networks
3. Mobile Action Network
4. Other Supporter Lists
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Part I: Email Alert List
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1. Have a good campaign.
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Ask yourself…
Why me?
Why now?
Why this?
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2. Look for “moments”.
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Immigration > Arpaio Video
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Moms > Mother’s Day
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3. Be innovative.
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Case Study: HealthyToys
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Case Study: MomsVote
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Case Study: Act.ly
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4. Test!
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Case Study: Yes/No
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Case Study: First Name
No first name:0.17% donation rate
First name:0.22% donation rate
Adding the first name to the subject line lifted open rates by 6%, click rates by 12% and donation rates by 30%
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Case Study: Talking Points
Bullets on what to say to personalize:6.94% action rate28.36% emails personalized
Normal (‘low’) request for personalization:7.65% action rate5.50% emails personalized
Giving people concrete bullets to talk to on landing page suppressed action rate by 9% and lifted personalization rate by 400%
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5. Segment.
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Case Study:
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6. Seek out allies.
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Organizations
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Organizations
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Bloggers
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Part II: Social Networks
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1. Make the case internally.
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Email Open Rates Are Declining
According to M+R:
Email open rates declined almost
63% between 2004 and 2008.
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Social Network Use Is Growing
According to Pew:
35% of adult Internet users are social network users –
up 4x from 2005.
Integrated Online Communications Strategy
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Social Network Use Is Growing
Integrated Online Communications Strategy
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Social Network Use Is Growing
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2. Research your supporters.
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Rapleaf Reports
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Social Media Scans
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Social Media Scans
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2. Do the easy stuff first.
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Case Study: MomsRising
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Case Study: Google Groups
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3. Follow these Twitter tips…
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Top-secret Twitter Tips
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Advocates
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Journalists
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Congress
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Industry Leaders
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Case Study: Twitter
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3. Follow these Facebook tips…
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Feed the News Feed
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Status Message Saturation
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Pervasive Profile Pics
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Day of Action
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4. Cultivate your geekiness.
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Stay on top of tech news.
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Learn SQL
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Part III: Mobile Action Network
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Technology
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Mobile Network in Action
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Part IV: Other Supporter Lists
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What is modeling?
You start with a list of supporters, about whom you have some information, e.g. marketing or voter data.
Then you do a short poll to a large sample of the list, to find out who is (and isn’t) a supporter.
Then you create a “model” of a typical supporter. The model is a description based on the data that you have about your list – e.g. demographics, voting history, location.
Then you rank how likely each person on your list is to be a supporter, based on the model. You can focus on those most likely to be supporters, so your outreach is more targeted, more efficient.
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Catalist Enhanced Voter File
230,000,000 records
Catalist Enhanced Voter File
230,000,000 records
How does modeling work?
Universe of Likely
Supporters
Universe of Likely
Supporters
Patch-Thru Calls
Patch-Thru Calls
Model of a Likely ActivistModel of a
Likely Activist
Apply ModelApply Model
Universe of MOST Likely Supporte
rs
Universe of MOST Likely Supporte
rs
Call CongressTxt 2 JoinSign
Petitions
Call CongressTxt 2 JoinSign
Petitions
MOBILIZEMOBILIZE
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Q & A