Learn how to create effective online advocacy campaigns with these seven essential steps for nonprofits and associations.
Regularly running online advocacy campaigns is an increasingly important part of supporter and member engagement for nonprofits, associations, and grassroots groups. These impactful campaigns influence public policy and provide incredible value to your supporters and members by empowering them to use their voices on your behalf.
Read on to learn how to set up an advocacy campaign for online grassroots action in seven steps.
In the old days, you'd ask your supporters to go look up their elected officials, write or copy and paste a message (maybe even make a phone call), then cross your fingers and hope for the best.
When searching, look for a provider that makes it easy for you and your team to create the advocacy campaigns you need. This could include the ability to target local, state, and/or federal officials, submit regulatory comments, create petitions, click-to-call advocacy, and more. It's also important to consider your budget when selecting a provider. Some solutions are more all-in-one solutions, while Muster is flexible and allows organizations to purchase the solutions they need.
Running an online advocacy campaign can have many objectives, but the core goal is often to influence public policy or a regulatory issue. Other objectives can include driving general awareness around an issue, thanking or expressing disappointment with an elected official for not supporting a bill, capturing supporter engagement, and providing value to supporters and members.
Your organization will most likely have its finger on the pulse of key policy issues, but if you are looking for tools to help close the gap, legislative tracking services like BillTrack50 or GovHawk can quickly provide updates on policies and regulations and alert you to any changes.
Who do you want advocates to send messages to? Those are your "targets." These targets can be Federal legislators and regulatory bodies like Congress or the National Institutes of Health, for example, or local levels of government like a city council or school board.
Creating effective messaging for advocates is crucial for your campaign's success. It should include clear goals, concise talking points, educational materials, and attention-grabbing marketing. This equips advocates to engage confidently and amplify your campaign's impact.
Crafting a compelling message for your supporters to send to elected officials is a pivotal step in your advocacy campaign. Begin by adopting the voice of your organization and its supporters, ensuring the message resonates with authenticity and passion. Clearly state the name or bill number of the legislation you are addressing, such as "Support Bill H.R. 1234," to provide a precise focus. Incorporate relevant statistics that underscore the urgency and importance of the issue, like "Over 70% of our community members are directly affected by this policy."
Additionally, weave in real-world impacts to create a narrative that legislators can connect with, such as personal stories or community testimonials that highlight the tangible benefits or consequences of the proposed legislation. This approach not only informs but also persuades, making it more likely that your message will sway decision-makers and drive meaningful change.
It's essential to visually entice your advocates with compelling imagery that embodies your organization's brand and mission. A well-crafted visual narrative not only captures attention but also communicates the urgency and importance of the cause, making it clear why advocates should take action. By using consistent branding elements, such as colors, logos, and typography, you reinforce your organization's identity and create a cohesive experience that resonates with your audience. This visual impact serves as a powerful tool to engage supporters, making them more likely to participate and spread the word, ultimately amplifying the reach and effectiveness of your campaign.
Using a powerful image or video in your advocacy campaign is essential for capturing attention and driving engagement. Visuals convey complex messages quickly, evoke emotions, and inspire action, creating an immersive experience that resonates with your audience and boosts supporter mobilization.
An essential part of great grassroots advocacy is giving your supporters a forum to tell their elected officials how a policy or issue is directly impacting them. Hearing and understanding how their constituents are affected is what moves the needle. While your pre-written language is great, it is also important to be able to capture personal stories, so make sure to enable personal stories from advocates in addition to your pre-written letter when designing your online advocacy campaign.
Want to capture extra data about your action-takers? Add a custom field to your form when creating your campaign! Something to note is that you want to limit the number of fields you add to your advocacy campaign form as it adds to the work an advocate needs to do to participate and send a message.
Customizing your thank you page is a crucial yet frequently neglected step in crafting an effective advocacy campaign. This page is not just a polite conclusion to an interaction; it's a strategic opportunity to deepen engagement with your supporters.
By tailoring your thank you page, you can seamlessly transition advocates from one action to the next, whether it's encouraging them to make a donation, sign up for a membership, or participate in another campaign. This approach not only reinforces their commitment but also maximizes the impact of your advocacy efforts by keeping the momentum going. A well-designed thank you page can transform a simple acknowledgment into a powerful tool for sustained advocacy and support.
Integrating your advocacy campaign into your website is a crucial step in effectively spreading awareness and attracting new advocates. By incorporating a "take action" button that links directly to your campaign, you provide an immediate call to action for visitors, making it easy for them to engage. Additionally, embedding an action form on a dedicated landing page can streamline the process, allowing supporters to participate without navigating away from your site.
For a more comprehensive approach, consider using a widget that showcases all of your campaigns. This strategy will offer visitors multiple opportunities to get involved, enhance visibility, and facilitate seamless participation, ultimately expanding your network of advocates.
Once your advocacy campaign is live, the next crucial step is to share it widely to drive grassroots action. Start by leveraging your CRM to reach out to your existing contacts through targeted email campaigns, ensuring your message lands directly in the inboxes of those most likely to engage. You can complement this with SMS text marketing to deliver timely updates and calls to action, capturing the attention of your supporters on the go.
Social media platforms are also invaluable for spreading the word; craft compelling posts that encourage sharing and interaction, expanding your campaign's reach beyond your immediate network. By utilizing these diverse channels, you can effectively mobilize a broad base of advocates, amplifying your campaign's impact and fostering meaningful change.
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