5 Things Every Political Campaign Should Be Doing Digitally for 2020

digital campaign

People Are Searching for Your Political Campaign Online; Do You Have Your Digital Ducks in a Row?


From a small, local candidate race for city council to a statewide campaign, every political campaign needs to have a digital presence these days. It’s easy, cheap and one of the best ways to stay engaged with your supporters. Here are five things we think every political campaign should be doing digitally for 2020 (and beyond).


read more »

Content Marketing is a Team Sport

Diverse group of individuals working together to improve their content marketing efforts

How Small Teams Can Leverage Content Marketing to Reach Their Business Goals

Five years ago, we started The Campaign Workshop blog to share our knowledge with an online community of advocates, nonprofits, labor unions, staffers, campaign operatives, political candidates, and progressive groups and organizations. Today, we have over 650 blog subscribers and 20,000 monthly unique page views to our website, which has far exceeded our expectations.

read more »

Do Nonprofits Need Online Advocacy Campaign Consultants?

online advocacy

Online Advocacy Campaign Consultants: Is It Worth the Cost to Hire a Consultant to Manage Your Online Presence?

Online advocacy seems to be the term of the moment, but achieving real online advocacy results can be tough in both execution and budget.  If you are at a nonprofit where money is tight, (when is it not?) spending money on hiring a online advocacy consultant to manage your online presence can seem like an easy line item to cut. But don’t be so quick to count campaign consultants out. Depending on your nonprofit’s size and goals, an online advocacy consultant could be extremely beneficial (and we’re not just saying that because of our line of work).

read more »

Digital Advocacy Metrics: Success by the Numbers

digital campaign metrics

Do Digital Advocacy Metrics Matter?

With all the folks out there doing advocacy, defining what makes a digital advocacy or lobbying campaign successful is not one size fits all. That's why digital advocacy metrics are important.

Every campaign will have a different set of goals to define what success means for their advocacy campaign. Every campaign (traditional or digital) needs to start with a conversation about what success really means. In advocacy, there are lots of markers for success. I’ve listed some common benchmarks for your campaign to shoot for below.

read more »

Harnessing the Power of Negative Keywords

negative keywords

Negative Keywords Can Help Prevent a Whole Lot of Confusion

Do you know what a negative keywords are? As anyone who has ever used Google can attest, what comes up in your search is not always relevant to what you were actually looking for. Negative keywords are very specific words or phrases that you want to block from your target keyword list in an ad campaign to ensure that your ads will not be shown around those specific words. These words often share grammatical similarities to keywords you would like to target, but have a vastly different meaning. 

read more »

How Cheap Is Digital Advocacy?

digital advertising

Digital Advocacy Advertising Is Comparatively Cheap, but an Effective Buy May Still Cost You

Per unit, digital advocacy advertising is comparatively cheap – while you may spend several hundred dollars (or more) per point on TV, your cost per thousand impressions (CPM) can be as little as a dollar or two for digital advertising. That means that digital advertising can be a fantastic way to reach out to supporters and promote your advocacy campaign when you’re working with limited dollars.

read more »

What Is Digital Programmatic Buying?

programmatic buying

Programmatic Buying Helps You Find the Right People, Wherever They Are

There is a lot of talk these days about programmatic buying and how digital advertisers use it as the primary way to buy digital advertising.

What does programmatic buying mean exactly? 

read more »

Digital Advertising- How Much To Spend?

digital advertising

Putting Together Your Digital Advertising Advocacy Budget? What Is a Realistic Amount to Make an Impact?

It’s no longer news that digital advertising should be incorporated in any successful advocacy campaign. However, when building your budget, just how much should you dedicate to digital advertising in order to make a real impact? If you are going to incorporate television into your campaign, a good rule of thumb is that you should dedicate 10% of your TV budget to digital. This might seem like a high amount to some, but let’s consider what you are getting with a digital buy.

read more »