10 tips for your advocacy marketing
If you've ever worked on an issue advocacy campaign, you know that convincing person to even listen to your message can be a difficult task. Now, more than ever, public opinion has become harder to shape when people tune out information more than they tune into it. Below are 10 tips that can make your advocacy marketing communications more effective and accessible to your audience.
10. Set clear communications goals: As simple as it sounds setting goals is an important part of advocacy marketing, but it is a consistent problem in marketing that folks gravitate to tactics instead of goals. We need to all do a better job at setting goals and matching the tactics to achieve these goals.
9. Have a clear call to action. Defining the action for advocates and members is incredibly important. Often folks make the mistake in thinking that their constituents know what they want them to do without explanation. That is not the case! You must tell folks what you want them to do. A strong call to action also encourages action.
8. Incorporate fundraising into your advocacy asks: folks often look at advocacy and fundraising as separate things. Done right you can actually allow advocacy marketing to help fund itself.
7. Define a funnel for your members and advocates. The advocacy funnel can be a great way to move folks from online to offline action or from advocacy to donors. Read more about the advocacy funnel here.
6. Build storytelling capacity. Storytelling capacity can increase your advocacy marketing outcomes. By getting folks involved in emotional stories you can great more conversions and actions in the process.
5. Know your goals for each tactic: a tactic is only good if achieves a goal you want. So, for each tactic, you use, ask why? If you don’t have a reason for a tactic don’t use it and focus on the tactics that achieve your goals.
4. Create sponsored campaigns: individual campaigns can have a big impact on advocacy marketing by getting donors to sponsor a specific campaign from the outset to help increase your donor and advocacy capacity.
3. Set goals for your board: a board can have a great impact on building a nonprofit or building advocacy marketing for the organization.
2. Be consistent in outreach whether you are doing grassroots or grassroots, online or offline tactics. Consistently communicating with your list will help keep your folks engaged. One of the biggest mistakes we see is when folks acquire action takers, but don’t communicate with them. Eventually, they will go off your list if they don’t value the goal of consistent communication as a means of showing that you value the folks on your list.
1. Test both online and offline tactics: some groups only do digital and some groups only do in person organizing. These days you need a mix of tactics that drive your strategy and round out your advocacy engagement by using real advocacy metrics and testing for outcomes. You can decide what works and what doesn’t work for your group.
Have questions about advocacy marketing? Ask them here.