5 Inquiries to Ask Your self Earlier than Launching a Digital Advocacy Marketing campaign Kavasystems


Digital advocacy efforts are important for enabling nonprofit organizations to chop by means of the noise and win campaigns.

With out digital advocacy, it may be tough to measure the success of your campaigns — and even know in case you’re successful, in any respect. The truth is, 94% of advocacy campaigners consider the opposing facet is successful, and 86% consider they need to embrace extra impactful techniques.

It’s time we step up our digital advocacy efforts.

Whether or not you are a seasoned campaigner trying to return to fundamentals or are utterly new to digital organizing and do not know the place to begin — you are in the precise place.

Right here, let’s discover 5 questions you may need to ask when beginning a digital advocacy marketing campaign.

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5 Inquiries to Ask for a Profitable Digital Advocacy Marketing campaign

1. What’s your objective?

Earlier than beginning any digital marketing campaign, it is essential to grasp what you are making an attempt to attain. 

Take into consideration what you need to accomplish. Do you need to flip the tides on a coverage resolution presently on the desk? Do you need to assist de-stigmatize a difficulty in your group? Do you need to mobilize your supporters to publicly help your concern forward of an upcoming election?

Marshall Ganz is a scholar at Harvard and activist who has studied highly effective actions and what led to their success. Via his analysis he discovered a framework for setting targets.

Ganz decided that efficient marketing campaign targets ought to:

  • Be measurable and tangible to enhance the lives of your supporters. You must be capable to clearly measure the incremental progress in the direction of the objective.
  • Focus sources strategically to attain your objective. Contemplate what you could have in your again pocket– can you set your group’s expertise and strengths to make use of to attain a single final result?
  • Construct capability on your group internally. For instance, when working in the direction of this objective will you recruit and interact volunteers? Will you achieve beneficial expertise or sources, publicity and clout that can provide help to together with your subsequent objective?
  • Use factors of leverage the place you need to use your communities strengths and/or capitalize off of your opposition’s weak point
  • Give attention to a single motivational concern that has a direct influence in your supporters’ lives.

2. What’s your principle of change?

It’s extremely essential to point out your supporters that their actions can have an unlimited influence.  

In our analysis report on Full Spectrum Engagement, we discovered that it is important to point out how change is feasible. Offering a blueprint for that path — and displaying the way you get from A to B — will assist supporters perceive the steps it takes to win, and so they’ll immediately see their function in that change. 

Google’s analysis into civic engagement attitudes reveals that those that don’t take motion are held again partly as a result of they did not consider their actions would have an effect. When folks see how their small motion performs into a bigger strategic plan, they are going to be extra more likely to be part of.

Right here is how the #StopAdani illustrated their principle of change:

#stopadani campaignThe enormous #StopAdani marketing campaign used this graphic for example the speculation of  change of their marketing campaign to cease a brand new coal mine in Australia.

3. Who’re your targets?

Now that you’ve got a objective, ask your self, who’re the important thing decision-makers accountable for making your objective change into a actuality? Who do you want in your facet to make it occur? A very good train for narrowing in on decision-makers is known as energy mapping.

To conduct energy mapping, comply with these steps:

  • Brainstorm: Record the entire folks concerned in your marketing campaign, together with stakeholders, influencers, decision-makers, and constituents who’re immediately affected by the problem.
  • Energy Map: Subsequent, place them on a grid and map them primarily based on how a lot energy they’ve over your concern, and the way sympathetic they’re to your trigger.
  • Choose a Goal: As soon as all the things is on the grid, you possibly can see who is likely to be the perfect individual to focus on in your marketing campaign. Bear in mind — it does not should be essentially the most highly effective individual. Relying on how lengthy you could have, you could go for a extra sympathetic individual first, and even do an evaluation of essentially the most highly effective individual’s community. It’s essential analyze the pathways and relationships that may get you entry to those decision-makers, and the best way to put stress on them by means of a bigger community.

Right here is an instance of an influence mapping brainstorm. The objective is within the pink sticky be aware, and the entire actors associated to the objective are in yellow sticky notes and have been mapped:

power mappingA Screenshot of an influence mapping board. The marketing campaign objective is to eradicate proof of immigration standing when enrolling in class in order that they course of aligns with the statewide sanctuary coverage. The vertical axis maps the extent of affect/energy every actor has over the choice associated to the marketing campaign. The horizontal axis maps the extent of help every actor has on your marketing campaign. Template impressed by Anita Tang’s work at The Commons 

To get extra in depth directions on energy mapping please try our Advocacy Concentrating on with Intention Guide to present you step-by-step directions and nice prompting questions on your brainstorming.

4. How will you attain your objective?

You’ve gotten decided your objective and your principle of change … however how will you set this plan into motion?

New/Mode offers a platform for supporters to achieve decision-makers and for his or her voices to be heard. We provide a number of avenues and channels to achieve decision-makers.

Reaching a CEO or a financial institution? Maybe they might be extra receptive to the general public and a hashtag on Twitter calling them out.

Want to achieve a neighborhood consultant? They’ve workers devoted to opening, studying, and responding to their constituents. New/Mode has built-in datasets that routinely match supporters with their elected officers so not one of the handbook work falls in your shoulders.

Try the sorts of digital advocacy instruments you need to use to attain your targets:

Tweet Storm

Use Tweets to construct a robust public narrative, develop help, and make your marketing campaign go viral.

Find out how the Regional Transportation Authority used the tweet storm to win funding for transit.

Letters to the Editor

Make the headlines! Encourage supporters to write down letters to native publications and supply a platform on your collective story… decision-makers will you should definitely discover!

Find out how organizations such because the Warren Democrats, Stand Up America, and New Hampshire Democratic Celebration have used this useful gizmo.

Focused Emails

Enter a number of e mail topic traces and messages into the system to extend deliverability and open charges. Create conditional messages which are depending on the decision-maker’s present vote or place. Give your supporters an applicable script for the given scenario.

Find out how Defund the Police campaigns throughout North

America used e mail actions to present their supporters a robust voice.

Personalised Calls

Name your native, state/provincial, and federal officers, and candidates and inform them what issues most.

Find out how BattleForTheNet used the decision software to advocate for open web for all.


Give your supporters one thing to consider in! Present a straightforward approach for them to take motion and get in contact with native decision-makers.

Find out how Secure Passage used a mixture of the petition, tweet and letter to the editor software to reunite households.

5. What’s your follow-up plan?

Campaigning is an extended and devoted effort. In your digital advocacy marketing campaign you’re creating and furthering a relationship with each your supporters and decision-makers. It’s essential to have a plan for each of those relationships.

How you can Nurture your Relationships with Supporters

You should have a listing of supporters who participate in your advocacy marketing campaign and you’ll have a chance to deepen your relationship with them.

Utilizing New/Mode in tandem with a buyer relationship administration software program is basically efficient to maintain observe of and nurture relationships. As soon as an action-taker makes use of New/Mode, their contact info will sync to HubSpot. In HubSpot you possibly can see who has taken an motion, and what number of actions they’ve taken.

With this info you can begin to follow-up with these folks each couple of months and ask them to take part in an motion they’re able to take. For instance, if somebody begins with a low-barrier motion comparable to a petition, you might ask them to do one other easy motion like sending an e mail to a consultant or ask them to escalate their motion and ask them to Tweet at their consultant.

A useful technique to visualize this can be a pyramid of engagement/ladder of engagement which is utilized by campaigners and organizers to outline a collection of duties for supporters, normally escalating in issue or dedication required.

Completely different advocacy instruments is likely to be higher relying on which stage a supporter is at, as proven on this image:

pyramid of engagementFor extra recommendations on the best way to have interaction your supporter base, try this Marketing campaign Engagement Guidelines, developed from a long time of expertise main advocacy campaigns throughout the globe.

How you can Nurture your Relationship with Resolution-Makers

As soon as your supporters contact their decision-makers you might want to be able to follow-up with them, make your ask once more, and/or maintain them accountable. You must ask supporters to inform you of the response they get so you possibly can maintain observe of how receptive the decision-maker is.

Relying on how responsive the decision-maker is you could need to ask them for a gathering and invite supporters alongside so you can also make your asks and calls for face-to-face. If they don’t seem to be responsive, maybe it is time to attempt one other communications channel if they don’t seem to be receptive to the primary request.

If they don’t seem to be responding to emails, would they be extra attentive in the event that they noticed their identify in 1000’s of tweets or within the newspaper? If you happen to do obtain a dedication from a decision-maker, make be aware of this and provide you with a plan to examine in and maintain them accountable.

Time to Get Began

You might be formally arrange for fulfillment since you now have a objective in thoughts, a plan to get there, targets to achieve, a technique to attain them and a plan to comply with up in your efforts.

Good luck, and blissful campaigning.

At New/Mode we’re offering expertise to assist main social good organizations lower by means of the noise and win campaigns. We offer digital advocacy software program that’s designed to flip engaged supporters into advocates that obtain tangible wins for our communities.

We help lots of of cause-based organizations and to this point have facilitated over 17,000 campaigns and 60 million civic messages to decision-makers with our software program– we all know what works and need to share the highest 5 questions you must ask earlier than launching your marketing campaign to make sure you have a profitable one.

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