Digital Advocacy Campaigns: A Data-Driven Approach

September 21, 2018

In a digital advocacy campaign, organizations are typically measuring the volume of actions taken—how many advocates participated, how many messages did we send, how many congressional offices did we reach? But there’s more your organization could be doing with data in your digital advocacy strategy.

Here are four ways to take a data-driven approach to digital advocacy:

Identify Grasstops Advocates

It’s important to identify grasstops advocates so you can equip them with the proper tools for engaging with legislators.

Measuring activity of grassroots advocates can alert you to the individuals you should be targeting to be more involved as grasstops advocates. Look at which grassroots advocates are taking the most actions and reach out to them to train them to be more involved grasstops advocates and take on more substantial responsibilities.

Build Targeted Email Lists

If your organization is launching campaigns frequently, you can use data to build targeted email lists and reach the advocates most likely to participate in a given campaign. For example, if you’re running a campaign asking advocates to call their member of Congress, see which advocates have made the most phone calls during your past campaigns and target them with emails to take action on this particular campaign.

It’s important to find a balance of how frequently you email advocates—email too often, and they may begin ignoring your messages, but email too infrequently and they may forget why it’s important to be engaged on your issue. By targeting your lists based on engagement data, you ensure you are sending advocates relevant information and not overloading them with requests.

Re-Engage Advocates

By tracking activity levels, you can find ways to reactivate advocates who haven’t taken action in recent campaigns and increase their level of participation.

First, see which advocates have taken the fewest number of actions. Then, provide them with resources to energize them to take on a more active role in your organization’s advocacy efforts. Consider sending them an email on the impact of advocacy campaigns or with updates on important legislation in Congress to reiterate why they need to engage with their legislators.

Second, measure the length of time between actions taken by each advocate and identify the advocates whose support has fallen off. For disengaged advocates, try sending a more personal email to ask them to reach out to their legislator on a new campaign. Using Quorum Outbox, you can send personalized messages to hundreds of advocates with just one click.

Incentivize Competition Amongst Advocates

To entice more grassroots actions some organizations have used Quorum’s visual analytics to create competition among different regions of advocates by showing which state or district accounts for the most grassroots actions. Grassroots program managers can download a heat map of actions from Quorum and include it in an email to advocates to consistently keep them updated on who is leading the way. The American Society of Anesthesiologists runs an annual competition to identify at the end of the year which state has taken the most actions, giving its advocates an additional incentive and pride to take action on campaigns.

By embracing a data-driven approach to grassroots advocacy, your organization can better identify grasstops advocates, build targeted lists to segment advocates by issue or campaign type, identify and activate disengaged advocates, and bring a competitive edge to your advocacy campaigns.

See how the American Society of Anesthesiologists uses Quorum to manage and grow its advocate database.

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