The Campaign Workshop Feed

5 Reasons Why Your Democratic Direct Mail Consultant Uses Union Printers an Why You Should Too The Campaign Workshop Five Reasons Why Your Democratic Direct Mail Consultant Uses Union Printers and Why You Should Too. Democratic Direct Mail is one of our specialities here at The Campaign Workshop. As a direct mail award-winning firm, something that has always been important to us is to use Union Printers. There are a lot of obvious reasons why Democratic direct mail consultants almost exclusively use union printers. There is a long and important relationship between Democrats and unions based on shared values and interests. There are lots and lots of wonderful printers out there, but union printers have the experience and expertise to get the jobs done right every time. So here is our top five list of reasons why Democratic direct mail consultants rely on union printers: 1. Capacity: Most union printers have been around and have seen the changes in the printing industry. They have the equipment and staff to get the work done. 2. Quality: Union printers take great pride in the work they produce, their name is literally on each piece, in the form of their union bug or logo that identifies their union affiliation. 3. Turn around: Union printers are experienced at doing direct political mail, and they know the time sensitive nature of election-related direct mail. Not all printers have experience with political mail, but that’s never a concern with union printers. 4. Integrated capability: Union printers have had the longevity and foresight to keep up with the changes in the printing industry over the past twenty years. They’ve embraced new technologies and can seamlessly move from print to mail to digital. 5. Worker treatment and pay: The cornerstone of union shops is that the employees are highly skilled and experienced as well as being paid a fair salary and benefits for their work. With union vendors, we are assured that the work is produced right here in America, by skilled American workers and we believe that’s good for everybody.  To check out our award-winning democratic direct mail, click here! Thu, 23 Mar 2017 08:00:29 EDT
5 Books You'll Find in the TCW Library What do Political Consultants Read During Their Time Off? As political consultants, it's no secret that here at The Campaign Workshop we love words. We thrive on combining short, powerful phrases with impactful images to make eye-catching online ads. We dig into topics like GOTV, advocacy, and storytelling in our ebooks and guest blog posts. And in our office, we happen to have a tiny library (OK, so it’s really just a shelf in our conference room) where the staff can turn for inspiration, history or other political or consulting books once the crush of the presidential election is over. Here are a few of the titles that sit next to our Pantone catalogs and our political advertising awards (sorry, we had to brag for a minute there). Lyndon Johnson and The American Dream by Doris Kearns Kearns famously met LBJ when she was at Harvard and they both attended a White House dance. While their meet-cute might seem quaint now, Kearns’ has a journalist’s eye and was given full-time access to Johnson after his presidency ended. The Times said, “No other President has had a biographer who had such access to his private thoughts” and, indeed, those thoughts come across on the page. What’s the Matter with Kansas? by Thomas Frank Voting against your economic interests is one of the great paradoxes of modern American politics. Frank explores this serious question with depth and humor, making it a valuable read for the new political consultants on your staff. All the King’s Men by Robert Penn Warren The movie version of this Pulitzer Prize winning novel will take political consultants back to Poli Sci 101. While the Old South that Warren paints might feel dated, the themes of power, ambition, and struggle make it one those classics that has a certain vitality each time you pick it up. Youtility by Jay Baer Want to rise up in the ranks of Google results? Inbound marketing and a savvy SEO strategy can help. Youtility explains the world of content, and why giving away some of your secrets can actually be a good thing. Our staff read it together last year before our annual retreat, and we went on to write an ebook about harnessing the power of content marketing for nonprofit list-building. Although we wish we had more time to read, we also love to write and create content for you. Check out our ebooks here, and be sure to sign up for our blog to receive bi-weekly blog updates from yours truly! Mon, 20 Mar 2017 08:10:14 EDT
Conference Return on Investment: How to Get ROI Attending Conferences with One Simple Tip Joe Fuld One Easy Tip to Get A Return on Investment Attending Conferences Conference ROI is important to understand whether or not certain conferences are worth the investment and time. Every year my employees and I go many conferences for both learning and marketing. I believe every trip I go on I learn something. Prior to focusing on return on investment (ROI), we never a had a formal process for retaining knowledge from a conference. So a few months ago we implemented a simple plan to document conference ROI. Write down ten things you learned. I ask my employees and myself to write down ten things we learned at the conference. When I send multiple employees to the same conference, I still make them do it. It is a simple trick, but it works for a few reasons. Being intentional. Just by the simple act of asking folks to gather info makes them be more aware of their goal for going to the conference in the first place. Competition. A little competition is a good thing. By having employees, all have to do presentations it makes sure nobody's phoning it in. What is good for employees is good for the boss, too. Even when I go, I still take notice of things in a more deliberate way. I make myself create a presentation on ten things I learned, too. It has forced me to define goals and be able to share my new knowledge with my employees and clients too. Other tips for conference ROI: - Ask for contacts your team made—and make sure you follow through on meeting with new contacts. - Meet with your team before and after, and make sure it is clear that you care about a return on the cost of sending them to a conference. - Be prepared to implement new ideas. If folks come back with the idea that is good, don't just let it sit in a PowerPoint.  Make sure you work with your team to implement the ideas. - If there is no conference return on investment, act on that too. Sometimes it is a bad conference that is a waste of your time and money. Empower your employees to help make that judgement too. Have more questions on getting conference return on investment ROI from attending a conference? Ask it here: Joe Fuld is the President of The Campaign Workshop, a political uand advocacy advertising agency in Washington D.C. that provides strategy, digital advertising, content and direct mail services to non-profit and political clients. Fri, 17 Mar 2017 08:00:31 EDT
5 Tricks to Ensure Your Political Mail is Typo-Free Easy Ways to Get Rid of Embarrassing Typos in Political Mail Everyone hates typos. Yet everyone makes mistakes. So what’s the secret to producing error-free political mail? At The Campaign Workshop, we have a series of systems in place to check ourselves before going to press or hitting publish. Here are just a few of the ways we ensure our political mail (and our client's messages) are error-free. 1. Have proofing systems in place. There’s nothing worse than needing a spare set of eyes on a document and having no one around to look at it. At TCW, proofreading is built into our processes for political mail, blog posts, and other communications. That means a piece won’t be sent off to the printer unless a certain number of staffers and a professional proofer have laid eyes on it. By building the process into the system, we ensure there’s enough time to thoroughly check for errors in every piece of political mail we produce.  2. Get a fresh set of eyes on a piece. You’ve been toiling away on a proposal or a piece of political mail for days…and now it’s time for final proofing. When possible, we have folks on different teams, who’ve never seen the piece, look over the work. That way, the mistakes will jump out to the new eyes, not go unnoticed by someone who’s seen the work 65 times already. 3. Proof early, proof often. Literally. When possible, we try to get proofing done early in the day…or by 5 p.m. at the latest. If someone’s burning the midnight oil, they are simply less likely to see those hard-to-spot errors. After 8 hours at the laptop, everything starts to blend together, making mistakes harder to find. 4. Flag potential issues early. Creating a style guide for your organization is always a great idea. On top of that, consider creating 1-pages to let your staff know about unconventional spellings of names or addresses, and to remind them of essential dates, phone numbers or other critical information. 5. Get professional help. Our team has some real eagle eyes. But we still work with a proofreading company for every mail piece. Why? For a small fee, we have an extra backstop, and the staff can breathe a little easier. Politics is filled with pressure and while our team does obsess over commas, having pros back us up gives us an extra sense of security.     Check out our political mail work here Thu, 16 Mar 2017 08:00:58 EDT
5 Things to Look for in Political Photography Sophie Thurber Make Sure Custom Political Photography Matches Your Campaign Strategy A picture is worth a thousand words, especially in the world of political communications, where space is limited, and readers’ attention spans are minimal. This means that the images you choose for your campaign literature are critical and will likely require some level of investment. In any campaign, resources are finite, so it’s important that you’re able to maximize quality while keeping a close eye on your bottom line. Here are five tips to make sure you get the most out of your political photography. 1. Invest in a professional photographer. Your friend may have a great camera, but that doesn’t make them a professional. I’m sure we’ve all seen political campaign materials with photos that catch your eye for all the wrong reasons. Take the time to review portfolios and choose a photographer who has taken photos that look natural and well-composed. If you need more convincing, you’ll find a longer discussion of professional photography here. If you need to start your search for someone to take care of your political photography, check out the American Society of Media Photographers (ASMP) via our 100 Campaign Tools article. 2. Make sure your plan for your photo shoot reflects your overall campaign strategy. Your political photography should feature the people you’re trying to reach in a setting that makes sense within the context of your race. Are you trying to reach middle-aged residents in your district? Young families? Find supporters who reflect your audience and the diversity of your potential constituency. What’s more, choose locations for your shoot that are within the geographic boundaries of the seat you’re running for and choose identifiable landmarks where appropriate. 3. Get shots that will work for your political ads. This means thinking about content and framing. Framing is important, and it’s something you should discuss with your professional photographer in advance of your shoot. If all of the shots you get are tight on the subjects, you’re likely going to bump into trouble flowing text over photos. You’ll also run into difficulties regarding layout – you want to get shots that provide you with the flexibility to use them in multiple contexts. Content-wise, this means thinking about the structure of your communications program. If you’re sending out a mail piece that tackles a serious issue, you want facial expressions that fit with what you’re talking about. Make sure you get the kind of variety you’re going to need to visually highlight a variety of campaign issues. 4. Never underestimate the power of natural light. If you can swing it, shooting outside is the best thing you can do for your political photography. Find a great park and get your volunteers there early in the day. Cloudy days provide great light, so unless it’s raining, don’t be deterred.  5. Use Photoshop sparingly. It’s certainly tempting to fix everything you don’t like about yourself in Photoshop, but please don’t. People are already distrustful when it comes to politicians, so don’t lead with an image that is clearly altered to make you look like the embodiment of human perfection. Invest in quality political photography, and trust the people closest to you to help you pick out great photos – they’ll probably be more objective than you are.   Quality political photography is just one step along the road of any political campaign. Have more questions about running for office? Check out our ebook, Ready, Set, Go! Jump-start Your Political Campaign.   Mon, 13 Mar 2017 08:19:29 EDT
Campaign Theme vs. Campaign Slogan Joe Fuld A Campaign Theme Is The Road Map to a Winning Campaign We hear a lot about campaign slogans, but a campaign theme is the unsung hero of a political campaign. At first glance, these two concepts might seem to be extremely similar, but each has a defined place in a political campaign strategy. What is a Campaign Theme? A campaign theme is a compound sentence that links your issues together and contrasts you and your opponent. The key to a good campaign theme is the contrast. We can build a campaign theme using the Tully message box. (You can find more on how to create your campaign slogan, theme, and message by using the Tully message box here.) It is one of those fundamentals parts of any campaign that will make it more successful. From country to county-wide races, winning campaigns build their contrastive strategy, theme and campaign slogan using a message box. What is a Campaign Slogan? The campaign slogan is a distilled version of the theme that is short and punchy but still makes a contrast. A campaign slogan is the marketing tagline. The work you do to create a contrastive campaign message is the road map to a campaign win.We have seen slogans that overreach, slogans that fall short, and slogans that hit the mark. A typical mistake campaigns make when building themes and slogans, is to miss the holistic view of the campaign and only tangentially to link the theme and slogan to the actual campaign. The key to mastering the art of campaign slogans and themes is to have the words you use truly convey the needed contrast. To do that in a clear and compelling way (in less than eight words ) is tough but with some hard  work and creativity you can do it check out more on build a wing campaign theme and campaign message in our ebook: Fri, 10 Mar 2017 08:00:28 EST
13 Ways to Create Great Inbound Content for Your Association Joe Fuld Use Inbound Marketing as part of your content strategy to engage with and inform potential customers.  By setting goals, getting your team involved, using inbound marketing, and creating a content strategy, you can increase viewership of your blog, website, and other content channels.  Here, we’ll show you more ways your organization can begin thinking about content, whether you’re about to launch a content strategy or want to increase engage members in a better way. 1) Know your goal  The goal of inbound marketing is to get more people to join or engage with your organization.  Your content is an extension of your organization’s overall growth and engagement strategy. 2) Find engaging topics  Your organization has a wealth of experience and value. We are big believers in proactively answering questions that folks have about organizations and members. This tactic is called “you ask, we answer.” There are so many questions folks have about who you are and what you do, and they are searching for those answers on the web. As an association, you and your members are the experts on a few specific topics and can own those answers and searches with a little bit of focused work.    3) Care about keywords  A keyword is simply the combination of words that people search for online. With over two trillion searches being done this year, ignoring the phrases people search for around your issue can be a huge missed opportunity. You need to do basic research on the keywords folks are looking for and the language your ideal consumer uses. Think of it this way: a keyword is the way people phrase your issue not the way you phrase it. Working those words into your content (and trying other search techniques) will help your inbound marketing efforts.  4) Get everyone to create content   Most organizations have a lot of people creating a lot of different content across many different departments. There are likely people in membership, policy, communications and beyond who are writing about your organization in compelling ways. You should have one person in charge of overall content, so all of the great work that your team is doing isn’t lost or duplicated. That way, everyone else can focus on planning, curating and editing content. Check out our post on why everyone should create content here.  5) Social is not enough We love social media. It’s an easy way to share content, and it can increase traffic. But it’s important to think beyond a single tweet. You need good content to get customers to click, and more content on your site to keep them there.  6) Conversions matter more than traffic You can have an impressive amount of people visiting your site, but if those folks are not taking action or signing up, it is a waste of a lot of effort. Your goal for an organization is for folks to take action. So your content and website need to be focused around that. One way to encourage conversions is to think about calls to action that matter to you: Donate. Get involved. Sign up.  7) Think quantity and quality  How often should we post is a harder answer than on the surface. There is a consistent argument around content marketing about quantity vs. quality. Should I have a great 2,000-word post or four 500-word posts?   Our short answer is you need both quantity and quality. Consistency matters a ton. If you can consistently publish once or twice a week and do a big content offering once a quarter, do that. If you can do more than that great, but don’t start a blog and then stop six months later.    8) Consider both reacting and evergreen content Sometimes, it makes sense for you to create a piece of content that reacts to a specific event that’s occurring in real-time. Or you can write something that is just as relevant today as it will be six months from now. A mix of both is important because it drives different types of people. Some people are looking to solve problems, while others are looking to be entertained or informed on a current issue. Your content should answer all of these questions. 9) Have a content mix Think beyond writing. Video, audio, and infographics all have their place mix up the type of content. The goal of trying different approaches (like quizzes, games, and paywalls) is to reach and engage folks.  10) Plan out your content   It’s important to have a calendar. Since inbound marketing is a cross-department effort, you need to have the content be coordinated across departments. Use a content program like Teamup or the HubSpot content calendar to keep track of posts.  Bonus tips:  Hold a blog-a-thon I am a huge fan of the blog-a-thon. Get everyone around a white board and write 100 questions people would ask about your association. Then write out the answers, and you just created great content, fast.   Create a video booth at events Have trouble getting video?  A quiet room and a green screen is a way to capture good member video easily and quickly.   Use a whiteboard program   Whiteboard videos are easy to make and don’t take much time to create. Using a program like VideoScribe, you can take your best-written content and turn it into a video. Want more? We delved deep into how inbound marketing can help nonprofits grow membership bases in our new EBook with HubSpot, Sign Me Up! A Guide to Growing and Engaging Your Membership Base.  Originally posted on Hubspot's blog. Check it out here! Thu, 09 Mar 2017 08:00:49 EST
6 Political Newsletters Political Consultants Read Before Breakfast Start the Day Right With The Top Political Newsletters Political news moves at a breakneck pace. While following along on social media can be a great way to keep up with the latest blips on the screen, we also like to read a handful of political newsletters before stepping into the office. They give concrete analysis and offer a little more depth than a tweet, without being quite as long as a full-length article. Here are just a few that we subscribe to…. Politico Pulse Their morning missive serves up a huge host of political snippets and links to check out. Plus, their breaking news updates are handy for the work day, when you want to know what’s going on but don’t want to be distracted by social. FiveThirtyEight’s Significant Digits The news of the day distilled into numbers. SigDig is a fun read and goes beyond just the standard headlines to find insights you might not catch elsewhere. New York Times First Draft The Gray Lady’s online, political newsletter summarizes a couple of the morning essential news bites and then links to many more. We read alongside their standard daily newsletter. The Skimm Funny, sarcastic, informative, and easy to digest all wrapped up into one daily email. We cannot say enough about the Skimm, and it is certainly one of the favorite political newsletters in our office. It's a quick but effective deliverance of the top stories of the day.  Hubspot Marketing Blog This occasional newsletter from the inbound marketing gurus at Hubspot gives all kinds of business and marketing insights and more. Their dispatch might contain a list of essential TED Talks, Snapchat updates, web design ideas and more. It’s not politically focused at all, but it feels like a little B-school update when it arrives. The Campaign Workshop Blog Not one to miss the chance to toot our own horn! We post new, informative content three times a week on topics ranging from advocacy to political campaigns, to digital strategy. Stay up to date with the latest tips & tactics with our blog, sign up here to receive tri-weekly updates! Fri, 03 Mar 2017 08:00:26 EST
Wistia vs Youtube for Nonprofit Video Content Joe Fuld Youtube vs. Wistia: Which Platform Should You Be Using for Your Nonprofit Video Content and Why? YouTube is the core platform for many folks when it comes to nonprofit video content. There is a whole culture around YouTube, and many folks just assume that it is the only platform to use to host your videos. But as video becomes more and more important for politics, nonprofits, and associations as a way to connect with folks, get conversions, build an audience and grow authority, it is time for us to look at YouTube and say, is it the only way to go? Enter Wistia. Wistia is a video platform similar to youtube but with one core difference. It allows you to host a video on your website, rather than host it on youtube. This allows you to fully understand your video metrics and increase your SEO on your website. With YouTube, you can’t host the video on your site. Instead, it would link back to your youtube channel.  So, what are the pros and cons of Wistia vs. YouTube?  YouTube has its own universe. YouTube is a platform unto itself it has a built in audience, that can connect with your issue or cause. This is awesome, but sometimes it is limiting. YouTube has built-in ads. That can distract viewers or drive them to a competitor.  YouTube drives links elsewhere. If folks link to your YouTube video, they will drive traffic to YouTube, not to your site, so you are not building backlinks to your site or site authority. It is also not intuitive to integrate donations, and advocacy asks into ads for all sectors. Recently, YouTube incorporated donation cards for C3s and some C4s, but it is not available for all 501c4 and other political organizations. Wistia makes this easier. Don’t ignore YouTube. It has a built-in audience, and it is used a ton for a reason. Cost isn’t everything. Wistia has a added cost, but it is not outrageous, and it gives you more control over your nonprofit video content than with YouTube alone. So give Wistia by using a free trial, or email us, and we can chat with you about your options. Check Out The Campaign Workshop's Youtube Channel here, and our Wistia Channel here! Thu, 02 Mar 2017 08:00:50 EST
Tackling Your First Political Job Hunt The Campaign Workshop Tips to make your first political job search as painless as it can be. If political job hunting at any stage in life is a daunting process, searching for your first ever political job as a young person can be soul-crushing. While you may not be able to avoid all the headaches and meltdowns that accompany your transition into the Real World, these tips for your first political job hunt will at least help you breathe more easily (and maybe even sleep at night) as you navigate. 1. Know When to Start Applying When it comes to landing your first political job, the timing can be frustratingly unclear. I spent my entire last semester of college applying for D.C. jobs, only to realize that most of those positions required an immediate start date. If you send out applications too early, you can expect radio silence and rejections, not to mention plenty of wasted time and effort. With campaign or Hill jobs, it’s not out of the ordinary to apply for, interview for, and start a job within a time frame as short as a week or two. While the hiring timeline differs with every organization (I interviewed for months on end at some think tanks), know what you’re getting yourself into by asking questions and being honest about your own timeline for starting your first political job. 2.  Clean up Your Resume in Advance Before you embark on your political job hunt, make sure your resume is ready to go—updated, clean, and concise. Always keep it to one page by tailoring if necessary. If you have lots of experience to tout, include only what’s most relevant to the position you’re applying for (but keep a longer master copy of your resume to draw from for each application). Be sure always to save and send your resume as a PDF (not a Word document). This way, you can avoid any formatting nightmares that might arise if your prospective employer opens your attachment with a different version of Word. A sea of resume clutter might take even the most qualified candidate out of the running for a job. 3. Talk to Anyone and Everyone  Networking used to sound like a dirty word when people preached its importance to me—but all it means is talking to people you find interesting. It’s never too early to start, and there are lots of ways to go about it. I used to browse through the LinkedIn profiles of alums from my college and reach out to those whose jobs sounded awesome, asking to pick their brain sometime. If your friend’s parent, uncle, cousin, etc. works in politics or advocacy, chat about it with them over coffee. Go to lectures and roundtables with questions. Don’t be afraid to ask someone how they got to where they are in their career—most people remember all too well what it’s like to be starting out. If you express interest in someone’s work, the worst-case scenario is that they’ll be too busy to chat. More often than not, they’ll be excited to share some insight. Plus, they might keep you in mind if they hear of political job openings in the future. 4. Value Your Gut  In figuring out what to apply for during your first political job hunt, keep an open mind, but use your time and efforts wisely. It never hurts to put some feelers out in unexpected places during your search, but don’t spend hours applying for jobs that you know you’ll never want to do. If you’re not a numbers person and have no interest in changing that, don’t waste your time applying for data-heavy jobs. If you think you could be a data person if given a chance to learn, and the prospect of doing so excites you, take a chance and apply. And finally, if a political job sounds perfect on paper but turns out not to be what you’re looking for, don’t force yourself to want it. If something doesn’t feel like a good fit after an interview, it’s often because it’s not. 5. Don’t Rule Out Short-Term Gigs Don’t be afraid to apply for short-term gigs, like election cycle positions. You’ll learn a ton about the path in politics you’re trying out, and you’ll learn just as much about yourself and what kind of work is satisfying to you. If you don’t love your short-term political job, you won’t be obligated to stick around anyway. If you do love it and you make that clear to senior staff, there’s always a chance the gig could turn into a longer-term run. Either way, don’t avoid applying for a political job or turn down an offer just because the opportunity has an expiration date. Every experience, no matter the duration, will help you grow and put you in a better spot to plot your next move when it’s time to move on. 6. Tackle Every Interview with a Game Plan While you never want to recite robotic talking points from a piece of paper during any interview, have a few things prepared that you want to emphasize about yourself. Figure out which of your strengths will be most relevant to the political job at hand, and have examples of how those traits/skills have helped you excel in previous roles. Mastering the art of articulating exactly why you’ll make a great hire is crucial in any context.   7. Give it Time Don’t expect your first political job hunt to be without bumps along the way. If you learn productively from your mistakes as your search goes on, things will eventually fall into place, and you’ll land that first job—just give it time. Mon, 27 Feb 2017 08:00:51 EST
Campaign Volunteers| Get The Most From Your Grassroots Ben Holse   Get Those Grassroots Campaign Volunteers to Work! Once you get campaign volunteers into the office, it’s imperative that you push them to make as much voter contact as possible. Below are a few tips on how to get your campaign volunteers to work as hard as they can for as long as they can: Setting Shift Hours: When you schedule a campaign volunteer for a shift, set expectations by making sure they know what their shift hours are. This will ensure that campaign volunteers don’t try to leave after only a half hour of work. Chatty Volunteers: Inevitably campaign volunteers will engage in conversation while they should be doing voter contact. While some chatting is good, you can’t have it consume a volunteer’s entire shift, or worse, distract other, hardworking volunteers. If you notice that volunteer chatting is becoming excessive, simply act as though you haven’t noticed and politely check in with them about how the voter contact is going, what their responses have been so far, etc. They will feel embarrassed that they have not been doing voter contact and hop to it. Competition: While it may seem tacky, creating friendly competition between your campaign volunteers really does increase their amount of voter contact. Different organizers set up their competitions differently, but really all you need is a dry erase board that you can put up to display in your office. It also helps to remind volunteers of their progress on the board and have a neat prize for the winner. List Size: Make walk packets and phone lists bigger than you actually expect each volunteer to complete. While it’s possible a volunteer will finish an entire packet, it’s rare that they will come back for a second one. Location: Different people work best in different ways, so move around the settings of your phone banks and canvass staging locations. While it may be a bit more work for you, setting up staging locations at restaurants and phone banks in a volunteer’s home can produce surprisingly fruitful results. If you have any additional tips on how to get the most out of your campaign volunteers, please feel free to leave them in the comments section below. Fri, 24 Feb 2017 08:32:35 EST
Marketing Automation for Non-Profits: 7 Questions with Marcella Vitulli Joe Fuld 7 Questions with EveryAction's Marcella Vitulli on Marketing Automation for Non-Profits 1. Why should I care about non-profit marketing automation?  Short answer: because, with the right preparation, automation will take hours of work off of your to-do list and help you reach more supporters across channels automatically. Think of it like a crockpot waiting for the right combination of ingredients to help you create a delicious meal with minimum effort. Marketing automation for non-profits takes communications ingredients like the right audience segment, the best ask, compelling stories, and powerful calls-to-action and combines them to cook up smart, fruitful campaigns while you work on everything else. And, unlike a crockpot meal you make for your appreciative loved ones, automation software can offer unbiased feedback on how your marketing campaign tasted, er, performed. With marketing automation, the time and preparation made at the outset will pay dividends and help staff shift to other projects and priorities without worry - the phrase “set-and-forget” seems appropriate.  2. What is a common mistake with marketing automation for non-profits?  One of the most important pitfalls that nonprofits should recognize upfront and avoid is around expectations. Automation is not a cure-all for your comms and shouldn’t be billed as such. I won’t lie to you: the success of automation is contingent upon understanding your audience and having a solid implementation strategy. That said, automation can do a lot to refine your normal marketing practices.  The beauty of marketing automation for non-profits lies in the ability to create a long- or short-term campaign strategy ahead of time and implement it without having to dedicate additional resources later on. You can build a vision of what the campaign and all of its elements will look like, establish metrics for success, and then execute it without having to manually send each email, post each tweet, etc. And actually, I think automation can help make it easier for nonprofits to bounce back from mistakes. Marketing inherently requires trial and error, and automation can offer much more insight into how, where, and why some campaigns flop. 3. What is the coolest thing you have done with marketing automation for non-profits?    I’d say it’s cool when we can change the preconceived notions that nonprofit marketers have about it. Many think that automation requires advanced technical prowess, complicated logic trees, and expensive one-off software, none of which most small- to mid-sized organizations have access to. But once you break down those concerns, it’s exciting to see nonprofits setting up automated welcome email series for new subscribers, incorporating automation into their campaign planning, and feeling empowered to take on big projects knowing that their nonprofit software will be helpful instead of being another burden to bear. 4. What innovations have happened in marketing automation for non-profits?  Automation came about once marketers began to see the value of inbound, or the idea that creating valuable content will bring potential customers to you rather than the outbound efforts everyone was familiar with. As more and more brands adopted inbound marketing tactics, which favor a multi-channel approach, it became clear that to manage complex, far-reaching campaigns, marketers needed a way to automate their efforts and, in return, receive data and analysis on how they paid off. 5. How do you harness the power of social media with marketing automation? The ability to schedule social media posts is something most nonprofits are aware of, I think. Given that many of us use social media in our personal lives, it’s easier to imagine the benefits of automating social media. Where I think automation shines is when we look at advocacy. More and more, the role of nonprofits as advocates is hugely influential, and they’re bringing their fights to social media to maximize exposure and gain traction. With a tool like Social Advocacy, nonprofits have a way to mobilize their supporters on social media in a targeted way and amplify their efforts. They can simply choose the politicians, companies, or brands to engage and craft the perfect tweet about their cause or campaign. From there, supporters can easily enter their Twitter information and send off a barrage of tweets that are sure to get attention. It can even help them find their elected officials - that’s pretty powerful! 6. How do I get started with my nonprofit?  If you’re starting from scratch, I’d suggest checking out the free guide from Firefly Partners that compares several online engagement platforms (including ours) and offers unbiased assessments of their features. Already using automation? Make sure you have these basic email series in place to automatically do things like welcome new supporters, upgrade one-off donors to sustaining givers, keep your donor payment data current, and re-energize those donors who have stopped engaging with your organization. And if you’re unsure about whether automation is for you, Campaign Workshop’s own Joe Fuld wrote a great post that weighs the benefits and challenges of switching your CRM.  7. What is the future of marketing automation for non-profits?  I think we’re all interested in seeing how machine learning will play a role in automation’s evolution. In nonprofit marketing terms, I’m most excited about the features we’re developing at EveryAction to make use of this, especially related to optimizing donation asks - stay tuned! Truly, though, nonprofits are creating the future of automation every time they use tools, offer feedback, suggest features, and work with software companies dedicated to innovation (kind of like EveryAction!) Nowadays we see marketers using automated workflows for everything - growing email lists, cleaning up donor data, even optimizing their online presence for SEO. In the near future, as more nonprofit marketers adopt inbound, I’m excited to see organizations of all sizes, issue areas, and levels of tech-savviness doing the same. Marcella Vitulli is the Marketing & Community Manager for Digital Campaigns at EveryAction, a non-profit CRM provider that offers industry-leading fundraising, email, and advocacy features in the only truly-unified platform on the market. When she isn’t writing about trends in nonprofit technology, marketing, fundraising, and more on the EveryAction blog, Marcella enjoys reading sci-fi, rooting for the New York Giants, and all things cats. Have more questions on marketing automation for non-profits? Drop us a note...   Thu, 23 Feb 2017 08:00:16 EST
Facebook Video for Advocacy and Politics: 3 Can't Miss Tips Shelley Rees Make Your Facebook Video Ads Stand out on Newsfeeds Since Facebook video launched on newsfeeds, it’s become one of the largest video platforms in the world. Due to the natural social pressure of the environment, it’s also a great place to run ads to promote your branding, persuade voters, and gain support for your advocacy or political campaign. Make sure you’re getting the most out of Facebook video for advocacy and politics with my three can’t-miss tips. 1. Flip the Script Traditional TV ads are built to end at the most compelling message. But the world of online video, especially outside of a video viewing platform like YouTube or Hulu works differently. On Facebook, a view is counted when the first 3 seconds of the video plays, so you need to get your message in at the beginning of the video. Facebook’s newsfeed is also set up to be scrollable, so your message has to be eye-catching and clear from the start if you want anyone to see past those 3 seconds.  2. Silent Film is Back Facebook video is automatically played on mute. To turn the sound on, a user has to click on your video. A lot of people scrolling through their newsfeeds are in a location where playing audio requires them to put on headphones, like in their office or on public transportation. As a result, a lot of videos are played in full without the sound ever being turned on. If you rely solely on your audio to get your video’s message across, you’ll miss an important part of your audience. You can use Facebook’s Video Captions tool to add captions to your video when you’re uploading it to Facebook. You can also design your Facebook video with the platform in mind by using storytelling methods like animation to get your message across. No matter how you do it, you need to make sure the message of your video is clear, even without the audio on. 3. Calls to Action Facebook Video Views campaigns previously did not have the option to click out of Facebook to an external website. They’ve recently updated the platform to include that option, along with a call to action button. Like other Facebook campaigns, the calls to action are pre-set, like “Learn More” or “Sign Up.” You also have to have an external link added into your video ad to have a call to action, but it’s a great way to engage with your audience beyond the video and improve traffic to your site. Adding a call to action also tends to improve the click-through-rates on your ad, since it gives your audience a clear direction to take. Facebook gets frequently updated, from its user interface to its advertising capabilities, so you’ll want to make sure you stay up to date on the latest offerings. Even as it changes, you still want to get the most out of your Facebook video. Make sure your message to be obvious, with or without the sound on, and to engage with your audience with direct actions whenever possible.  Have questions on using Facebook video for advocacy or politics? Drop us a note and check out our Facebook page here! Fri, 17 Feb 2017 08:00:38 EST
7 Questions on The Future of Social Activism Margo Scott Dunn 7 Questions with Micah White on the Future of Social Activism This week we sat down with Micah White and picked his brain on the future of Social Activism. Micah is the lifelong activist who co-created Occupy Wall Street, a global social movement, while an editor of Adbusters magazine. Widely recognized as a pioneer of social movement creation, Micah White has been profiled by The New Yorker, The Guardian and Esquire have named him one of the most influential young thinkers alive today. Micah is the author of The End of Protest: A New Playbook for Revolution. 1. You say protest is dead. Does the success of the women's march make you rethink that?   Your question gets at the heart of what is wrong with contemporary progressive activism. We lower our horizons of possibility and then celebrate ourselves for small things. Social activism has been degraded into social marketing. The Women’s March is an example of what I call the end of protest: the proliferation of ineffective protest to the point where all revolutionary protest has ceased in America. I do not think protest is dead. On the contrary, I believe that protest is broken. 2. Why? Contemporary activists have become masterful at a certain kind of protest behavior. Especially in America, we have a knack for creating rebellious social street actions that spread throughout the body politic very quickly. We can get a meme to spread from Twitter to encampments in over 900 cities and 82 countries like Occupy Wall Street. And we can get 4 million people to march together on a single day. But we are unable, and often unwilling, to go further. It is time that we raise the bar and start acknowledging that success means seizing sovereign control of our government and instituting a new legal regime that is for the people. This can be accomplished in only one of two ways. We can, as Trump is demonstrating, win an election. Or we can, as ISIS demonstrates and the revolutionary left attempted in the 1970s, embark on an armed insurrection. I think that it is far easier, and a better idea overall, to create a social movement that can sweep elections. So, let’s do that. 3. How did protest die, or was it ever effective?  Protest hasn’t died. It will never die. Or rather, protest is undead. We will witness an increasing proliferation of protests, an increase in their size and their frequency but these protests will degrade further and further away from achieving positive social change. I’m not saying don’t protest. As a lifelong activist, I’d never say that. Instead, I’m saying that we must protest differently. To understand the situation, we must ask ourselves: why do people protest? Question the tactics, not the motives. In very brief and abstract terms, the people protest because they believe their collective action will manifest a general will capable of asserting a higher form of sovereignty. We want to believe that our social ritual of protest will enact a kind of spell over our democratic governments where they will be forced to heed our—the people’s—wishes. Today, looking back on the history of social activism since the failure of the February 15, 2003, anti-war march, we know that this story is not true. When you start thinking about the concept of sovereignty—and this is what I’m urging all activists to do in 2017—then you realize that “sovereignty” is very difficult to define. I think that from the perspective of Jean-Jacques Rousseau, it is sovereignty that has died. There are plenty of sovereigns—would be kings—but the democratic principle that grants these sovereigns power is dead. Or to be specific, the people’s sovereignty can no longer be exercised, or manifested, by contemporary forms of street protest. Rousseau says that we are only truly free as people during an election because that is the only time that our general will can manifest in a sovereign decision that determines who is elected. So, let’s take a protest and apply it to the problem of how to elect a social movement into power. 4. Why are progressive activists still using social protest as a tactic-- do you see any uses for it in our current political climate? There are two reasons. The first reason is historical. In the 18th, 19th and 20th centuries the left achieved a series of astounding revolutionary successes. We sparked the French Revolution, the American Revolution, the Russian Revolution, the Chinese Revolution, the Cuban Revolution. We decolonized Africa. We triggered countless insurrections from the 1848 European uprising to the 1968 wildcat strikes.  For three centuries, activists perfected the art of revolution, and we were quite successful. But then something terrible happened: our parent’s generation watched the 20th-century communist revolutions devolve into horrific crimes against humanity. It took a long time for many on the left to even acknowledge the truth about Stalin’s gulags. The trauma of these hopeful revolutions turned into negative events led many on the left to reject the possibility and desirability of revolution. Activists on the left today have therefore inherited a deeply ingrained anti-revolutionary sensibility. This helps explain why so many activists will celebrate protests that make us feel good but are generally uncomfortable discussing protests whose goal is the seizure of power. The second reason why progressives still use outdated forms of protest is that there is an industry—a protest industry—that encourages these behaviors. There are plenty of groups today that use the rhetoric of revolutionary protest to increase their email list size, raise donations or attract media attention without seriously contemplating revolution.   5. What current tactics inspire you? The most inspiring tactics right now are emerging in Europe with the birth of social movements that are using protest to win elections. I’m deeply inspired by Spain’s Podemos, Iceland’s Pirate Party, and Italy’s 5 Star Movement. These movements are showing us the way forward. 6. What advice would you give to progressive activists in 2017, hungry to do something but unsure about what to do? The first piece of advice is to sit with the uncomfortableness of not knowing what to do. Often, activists are so desperate to do something rather than nothing that they’ll do behaviors they know won’t change the situation. Activists overwhelmingly privilege action over inaction. But sometimes it is better to do nothing: to clear our minds, to gather our strength, to channel our fury. I would also encourage all of us to challenge the assumption that we are stronger when we create massive coalitions. This is one of the big myths of activism, and it is leading us astray. Working with coalitions does not increase the likelihood of victory. Instead, activists need to have the courage to experiment wildly, to put forward bold ideas and new protest tactics. Stop waiting for other established organizations to sign on first, if you have a theory of how to create social change then test it out—don’t ask for permission!  7. What's next? A pro-democracy populist social movement that is capable of winning elections and governing in multiple countries to carry out a unified global revolutionary agenda.     Thu, 16 Feb 2017 08:30:43 EST
Inside the Campaign Studio with Political Consultant Donna Victoria Joe Fuld Meet this week's political consultant: Donna Victoria Originally from West Palm Beach, Florida, Donna Victoria holds an undergraduate and master’s degree in Political Science from the University of Florida. She serves on the Board of Advisors for UF’s graduate degree program in Political Campaigning and Lectures on Political Polling and Survey Research to a variety of audiences. A long time political consultant and pollster, She is a member of the American Association of Political Consultants and the American Association for Public Opinion Research. Before founding Victoria Research, Donna Victoria was a principal at Lauer Lalley Victoria Inc.: a Washington-based public opinion and polling firm. As a Political Consultant, what is your least favorite campaign term? Why? “Modeling" Because a regression equation is not a model. Everything is called a model now. No one will tell you what is in their secret sauce, so you cannot prove or disprove it. No one verifies his or her models publicly with post-election analysis of its performance. If you did not work as a political consultant, what would your profession be? A smuggler, probably. During campaigns, what is your favorite voter contact method? Talking to cab drivers- now Uber drivers If you could create a new tactic/improve on a current one, what would it be/how would you do it? Use IVR’s for FR and engagement, not for measuring trial heats. Fortunately, looks like they are about to be outlawed by the Federal Communications Commission. What is your favorite state? Colorado, even though the “Potrepreneurs” are ruining it. What is your favorite restaurant outside of DC? Jelly in Denver, Colorado What is your drink of choice? Bourbon, neat What is the strangest purchase you have ever made for a campaign? Birth Control If you could go back in time and change one thing, what would it be? My brother’s death at age 41, trying to change history is inevitably disappointing. If you could invite three people to Dinner ( alive or dead) who would they be? Abraham Lincoln, Keith Richards, Lin-Manuel Miranda     Mon, 13 Feb 2017 08:27:14 EST
Campaign Strategy Tips from a Political Strategy Firm Joe Fuld Think Strategy First. Lessons from a Political Strategy Firm. As a political strategy firm that specializes in political and advocacy advertising, it is a consistent challenge to keep strategy as a primary consideration in a campaign. A variety of political concerns, such as creative and budget, can distract and even overshadow the pursuit of long term and short term strategic goals. Campaign tactics should compliment good strategy not impede it. Having clear defined goals can make a big difference. Why is campaign strategy so important? Campaign strategy is the road map to success. Your campaign will be lost without a good strategy. A good strategy is a team effort- not a solitary endeavor. Take the time for real collaborative input to piece together a winning strategy with your team and political strategy firm. What are your short-term and long-term strategic goals? Being able to balance strategy with good campaign tactics to reach voters matters a great deal, and can make a big difference in the outcome of your campaign. Don't lock in on a set of tactics until you are sure they will help achieve your short and long-term goals. What is the connection between a campaign message and strategy? A good campaign message is a natural extension of your strategy. It is the deliverable that most advocacy and political campaigns need from a political strategy firm. Most campaigns should ask the question: “What should I say to voters in order to achieve my goals?” What is your right coalition? We talk a lot about building the right coalition for your campaign. A strategically diverse coalition can make the difference between winning and losing. Who are the right messengers? Good messengers and storytellers are an extension of your coalition and persuasion targets. How do you make strategic decisions? The best strategic consulting firms can create a good strategy in a vacuum. In order to do so, we need real information to make good decisions including; research, goals, polling, and on the ground intelligence. Making these decisions should be a collaborative effort, and overall continue to advance towards the campaigns short and long term goals. How do you get started with a campaign strategy? Here is a quick checklist to begin forming a campaign strategy with a Political Strategy Firm or on your own: Start with a planning meeting Assess your resources Define the winning coalition you want Focus on list building Build a message box Define your targets Write down a plan to achieve your goals Define metrics to track Ask and know what success and failure look like Talk about your goals at every meeting and with every partner. Want to find out what a Political Strategy Firm can do for you? Drop us a note.   Thu, 09 Feb 2017 08:23:02 EST
Advocacy Message: Know Your Advocacy Campaign Goals Joe Fuld What Is an Advocacy Message and How Do I Get One? So, what is an advocacy message? Well, an advocacy message is a core statement that you would use to define your advocacy mission to the public. An advocacy campaign message is critical to ensuring folks understand what you are about and what you want to accomplish. Crafting an advocacy message is something that takes a lot of time, so you want to answer some strategic questions before you define your advocacy campaign message. What is your primary goal? Understanding what your actual advocacy goal is will go a long way to developing an advocacy campaign message. If you can accurately state what your goal is, your advocacy campaign message will be more clear, concise, and precise. What is your secondary goal?  It takes a long time to achieve advocacy goals, so understanding what your secondary goals are will help achieve your primary goal with checkpoints along the way. In order to achieve your secondary goals, you need to determine whom you need to influence.  Thus, a key rule is understanding who your audience is, and to whom are you talking. Once you have figured this out, creating your message will be a cinch. Who do those folks listen to? Who are the folks that will be influential in this advocacy project? Is it the lawmakers themselves? Is it members of the government? Is it professionals in the field? Understanding who the influencers are will also help you define your advocacy campaign message in a clear way.  An advocacy message emanates from your goals. Clearly define these primary goals, secondary goals, and the major players who can help you achieve your goals, and your advocacy message should come together quite nicely. Any more tips on developing an advocacy message? Drop us a note.  Mon, 06 Feb 2017 08:27:04 EST
Should I have an Event for My Campaign Kickoff? Joe Fuld Should I have an event for my campaign kickoff? No matter how much we all like a fun party, a campaign kickoff can be a big undertaking.  More importantly, if the party or event is a campaign kickoff, it can be hard to calculate the return on investment (ROI). Take it from someone who has learned this the hard way- planning events is tough. I got my start doing political campaigns. As a campaign manager, I would encounter a string of candidates who liked to do events. These events would tie up their campaigns with weeks of organization and little yield. We would rent out concert halls and boats; you name it. The end goal of these events was to raise money and awareness, but usually, the events did little to achieve either goal. After learning this lesson, I had candidates go out and spend more time on the phone to get support and reduced the amount of money we spent on events. When I started being a part of and running businesses, the same issues arose around the subject of events.  Candidates wanted to have big expensive events, but they rarely made the time to have a plan or calculate the ROI for that event.  I have seen people run great events, even very expensive ones with great outcomes, but it takes a plan, time and an understanding of how an event helps their overall campaign strategy to keep a keen focus on the ROI of an event. So here are some questions to ask before you plan an event: Why do I need an event? What will make the event a success? Do I have a plan to achieve that result? Do I know the ROI of the event? Is the ROI worth it? What will I gain? People, money, press? Do I have a written plan for the event? Do I have a plan for the event follow up? If you can answer these questions and can answer the yes/no questions with a yes, then go ahead and plan your event. If you cannot, then create a plan to get to the point where you can confidently answer yes to these questions. Events can be great, but a good one takes work, time, and follow-up. Have any questions about campaign kickoff events? Let's talk. Fri, 03 Feb 2017 08:27:26 EST
7 Questions with Dave Fleischer on Deep Canvassing Joe Fuld 7 Questions on Deep Canvassing After disappointing outcomes on Election Day for Democrats across the country, plenty of folks are wondering how we move forward and run better campaigns in the future. Dave Fleischer, the Project Director at the Los Angeles LGBT Center’s Leadership LAB,  has big ideas on how campaigns can improve their deep canvassing efforts. 1.    What is a deep canvass and how is it different from a traditional canvass? In a conventional canvass, campaigns try to control the message by sending volunteers out with a script to recite exactly as written. There’s this belief that if we just say the right words, the voter’s going to change their mind. With a deep canvass, we want to figure out what’s relevant to voters. There’s still a script, but it’s designed to help the canvasser build a good rapport with a voter. The distinguishing feature of a deep canvass is you take a lot more time to talk to voters and have a bona fide two-way conversation about real experiences that shape their thinking about the issues. Instead of a script that lasts 60 seconds, volunteers spend 10 or 20 minutes talking with each voter. 2.    Who can you reach with a deep canvass?  There’s no difference regarding who you can speak with in a deep canvass. Rather, the deep canvass is built on a different set of assumptions than a traditional canvass. In many campaigns, polling data and focus groups tell us that very few people are persuadable, so we ignore those voters and stick with talking to the voters who are already on our side. But many times this approach underestimates who’s persuadable. In a deep canvass, we go to the turf where voters have voted against our causes in the past, and we find out why. Then we try to convince them to change their minds.  In addition to being a strong persuasion medium, for some issue areas, the deep canvass can also help to serve as an effective voter research tool as well. Through a deep canvass, we can at times identify a voter’s deeply bias and prejudices, views that may not be identified through polling or focus groups but can be utilized by your opposition.  3.    What’s the coolest thing about this method of canvassing? There are three things. First, there’s the magnitude of the impact. We can change the minds of 1 in 10 people we talk to. Then there’s the duration and longevity of the impact. The effect of most campaign messaging is short-lived and can evaporate in as little as 3-5 days. But research shows that the impact of our deep canvass conversations can last nine months or longer. And finally, this method dramatically changes who volunteers on a campaign—we get a more engaged and self-motivated volunteer base when we tell volunteers to interact with voters as human beings rather than as robots. 4.    How long does a deep canvass program typically take? First, there’s a learning curve involved in setting up a deep canvass because this method is so different. It can take six months or more for an organization we’re partnering with to get the hang of the method and recruit and train volunteers to carry it out.  In terms of the length of the canvass program, you have to look at the outcome you are trying to achieve. For instance, Donald Trump won Michigan by 10,000 votes. If a group wanted to oppose him in the next election, you would want to have 50,000 conversations to change 5,000 voters’ minds. Over a 2-hour shift, our volunteers will complete an average of 5 conversations. But remember, the impact of these conversations can last nine months or more.  In our experience in 5 years of canvassing on same-sex marriage in LA, we logged 12,000 completed conversations. Deep canvassing is a long-term investment, but the impact is cumulative.  5.    How much does a deep canvass program typically cost? We are still in the process of figuring this out. Costs in the early training phases are somewhere around $200,000 - $250,000. You will also need a team of at least three full-time organizers, which is the majority of the budget, and you need a dedicated team of volunteers (ideally 200 or so). 6.    What are the drawbacks of this method? A lot of organizers don’t know how to motivate volunteers, and if they can’t rally volunteers around the urgency or desperation of an issue its difficult to mount a successful deep canvass program. It’s also a challenge to change a campaign’s habits and make the goal of canvassing be to successfully relate to other people. 7.    Why is deep canvassing relevant to the world we live in today? Does this give us any guidance on how to talk to folks we don’t agree with? The lessons from deep canvassing are that when you’re trying to talk to people that may disagree with you and change minds, you have to work as a team. Don’t try to change someone’s mind alone. This doesn’t mean that you all confront that person at once. You can do training and prep together prior to canvassing and then come back and debrief afterward.  The key to changing people’s minds is to be curious about what other people think. Think back to the last time you changed your mind about something important. It likely wasn’t because someone berated you. The biggest gift you can give someone whose mind you want to change is a supportive environment that lets them think about their experiences and how those experiences affect their opinions on issues. We’re just beginning to learn how to do this well, but it’s important. And the data shows it works. Have more questions about long form or deep canvassing? Check out Dave's Ted Talk here, or ask them below! Thu, 02 Feb 2017 08:19:32 EST
Digital Advocacy: Advertising Campaign Goal Setting Part II Sophie Thurber Digital Advocacy Advertising: Making the Most of My Campaign. In our last blog post, Digital Advocacy: Advertising Campaign Goal Setting Part I,  we talked about how to develop digital advocacy strategy, cost per acquisition (CPA) campaigns, email programs and the best ways to utilize ad testing. In today's post, we take a closer look at using tactics like paid digital advertising, social media and analytics for digital advocacy. You can also read more about this in our latest ebook, Guide to Digital Advocacy. Digital Advocacy Advertising There are a lot of different ways to approach paid digital advocacy advertising. Typical metrics for determining the success of a digital advocacy campaign includes, click-through rate (CTR), conversion rates (e.g. petition signatures, or another action that goes beyond simply clicking the ad) and impression levels. You might also be looking to increase quality site traffic (people who take the time to look through your site, take an action, etc.). With paid digital ads, it’s important to formulate your goals with your budget in mind. For instance, if you’ve got $10,000 to spend, you’re not going to be able to saturate an entire state with digital ads, or even target multiple legislators in their district. You may, however, be able to run ads in highly targeted publications or choose a very narrow audience to serve ads to (e.g. running ads in a political newsletter with a high open rate that you know is regularly frequented by political staffers). Remember, you’re never going to be able to do everything, so it’s better to be strategic with your money and do one or two things really well. Above all, your metrics for success and your digital strategy should track with your overall goals and, of course, your budget. Social Media Social media is a great tool – it’s comparatively cheap to have an impact, it’s interactive, and it’s a great way to create an audience for your message. A lot of people will argue that their goal with social media is visibility, maybe also engagement. Those are certainly important pieces of the puzzle (social media platforms are probably the cheapest and most pervasive tools you can use to plaster your digital advocacy advertising campaign across the internet), but they should not be the only things you come away with. In other words, your secondary goals are critical here. How is social media (both the paid and unpaid portions of your program) uniquely positioned to help you achieve those goals? Can strong engagements and repeated interaction help you to bring an online supporter to an offline, real-world volunteer event? Does a certain amount of social media engagement translate into an increase in the likelihood that a follower will donate? Take stock of your interactions and examine what’s driving the types of conversions you’re looking for to help optimize your plans, ads and interactions. Website Analytics Another important tool at your disposal is Google Analytics. It’s free for almost everyone, and it provides a wide variety of information about a site’s traffic. Digging into your site’s analytics can be illuminating, providing you with information that basic ad metrics likely won’t. For instance, you may be achieving a CTR that’s off the charts, but a look into your analytics may reveal a high bounce rate as well, meaning that you’re getting a lot of traffic, but that it’s not sticking. That may indicate that your ad’s ask doesn’t match the content on your landing page, or that most of the bounces are coming from mobile traffic and are attributable to fat finger syndrome – without a peek into your analytics, you wouldn’t necessarily know these things. These are just a few of the things you should keep in mind when setting goals for your digital advocacy advertising  campaign. If you have questions on digital advocacy strategy, feel free to drop us a line, check out our digital advocacy ebook, or check out our recorded webinar on Goal Setting for Digital Advertising. Mon, 30 Jan 2017 08:00:19 EST

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