Crafting a Practical Online Advocacy Strategy
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Crafting a Digital Strategy for Practical Political Advocacy Tactics without strategy is the noise before defeat - Sun Tzu
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How can organizations craft a practical and effective strategy to put the internet to work to create real change in the world, based on their own needs, goals and resources? How do they sort through the wide array of available tools and tactics to identify the ones that best match their strengths and circumstances? This presentation will help you choose the right tools and techniques on which to focus, based on your own organizational skills, culture and capacities. Presenter: Colin Delany, Epolitics.com RELATED LINKS: Epolitics.com https://www.salsalabs.com/support-community/blog/essential-guide-online-advocacy-nonprofits
Transcript of Crafting a Practical Online Advocacy Strategy
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
@epolitics
+1 202 422 4682
