Let’s say you’ve organized your membership list, activated your advocates utilizing a digital advocacy platform and sent an online Action Alert. The last step is to examine the progress of your grassroots advocacy campaign and measure its success. But how do you know which metrics to analyze? This blog post outlines three important metrics to monitor as you grow your grassroots advocacy campaign.
Analytics are critical to understand how effective your organization’s grassroots advocacy initiatives are, and provide insights on how to improve your grassroots advocacy engagements. Many nonprofits and associations rely on analytics to monitor outreach efforts, but do not understand the importance of post-advocacy campaign analysis in order to develop stronger outreach strategies in the future. Here are three important metrics of your campaign to monitor:
Point 1: Number of People Who Took Action
Supporters provide the essential voices that your grassroots advocacy campaign should amplify. Knowing which members took action, how many, and to what extent they engaged are important metrics to evaluate. These factors will help you understand the effectiveness of your action alerts and overall message. The number of action takers you need will depend on your campaign goals.
A quick pro tip: over the course of your grassroots advocacy campaign, analyze how the quantity of individuals taking action grows (or diminishes).
Point 2: New Supporters
It’s important to track how many new supporters are signing up for your email Action Alerts. Track new supporters who are taking action for the first time. Did they sign a petition? Did they write a letter or phoned their elected representatives? Did they tweet at an elected official or about the issue being advocated? How many new supporters are joining your membership? How many are donating?
Point 3: Total Engagements
What is the email open-rate among supporters? How many unique visits to your Action Alerts? The engagement rate among supporters? The number of letters, phone calls, emails, or Tweets sent to elected officials? Using an Action Alert or Call-to-Action on social media, you can see how many advocates liked or shared your post.
Analyzing campaign-specific metrics will help you develop and tweak your advocacy strategy around your grassroots campaign so you can better reach your legislative goals!