Recently, email service providers adopted a new protocol as a best practice for email protection: Domain-based Message Authentication, Reporting & Conformance (DMARC). This new security policy works by ensuring that emails coming from a domain that publishes a DMARC policy (i.e., @Yahoo!, @Gmail, @Hotmail, etc.) also originate from an email service provider who publishes a DMARC policy for their domain and NOT through a third-party server.
In a report published by the technology “thinktank” Lincoln Initiative, innovators state that “if organizations don’t embrace a digital and analytics oriented strategy, their respective issue...will be left behind”. If your organization is not incorporating data (and analysis) to inform its staff’s decision-making process on advocacy strategy, it’s time to start. Digital advocacy efforts that lack a way to track and measure advocate engagement, email data, and other important metrics hinder your government relations team from making informed or strategic decisions. In a data-driven world, the analytics behind digital advocacy efforts are nearly as important as the initiatives themselves.
If you manage the communications program for a nonprofit or association, you have successfully accumulated supporters and members through a smart, well-designed email marketing strategy. Congratulations! But the work isn’t over. Now, you need to put the same amount of effort, if not more, into maintaining and engaging your membership that you worked so hard to build (just to clarify, your membership is the group of your supporters, not your internal employees).
So now begs the question: How often is too often to email your members and supporters?
For leaders of advocacy organizations, no matter what issue you are advocating for, your supporters are crucial to your success. To build your supporter base, you have probably sent your fair share of emails educating citizens about relevant issues, asking them to join your advocacy group. So, why are a majority of your recipients still not opening your emails? One possibility is that your subject lines just aren’t working. In fact, 69% of email recipients report email as spam based solely on the subject line.
But there is good news! Subject lines are extremely easy to change and make heavily influence open-rates. Here are some tips and examples of effective subject lines for advocacy.
Constituent communication is an essential part of the policymaking process. Legislators rely on receiving feedback and requests from their voters in order to craft policy that reflects the wishes and needs of the community they serve. Successful grassroots campaigns can effectively shape lawmaker behavior and legislative outcomes. However, grassroots campaigns can also be unsuccessful if executed without considering several important factors, as this blog post outlines below. The single most important piece of advice to remember when developing a grassroots campaign is to aim for authenticity. Constituent communication derives its power from the sincerity behind genuine citizen engagement. It is vital that a massive grassroots campaign doesn’t bury authenticity and that individual constituent voices are not lost in the noise.
If you are the leader in your organization facilitating grassroots campaigns, there are several measures you can take to increase your advocacy efforts' influence.
A key step in creating an effective advocacy campaign is an intriguing email subject line. Powerful subject lines compel recipients to open an email upon receiving it, meaning that subject lines are essentially the lifeblood of an advocacy campaign. Unopened emails = no actions taken, so we curated a list of important tips to assist you in creating effective subject lines to increase open rates, specifically when pushing out advocacy alerts.