1. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 1 Making Noise and Cashing In: Strategies for Internet Advocacy

2. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 2 Impact of Internet Advocacy In the last decade, the volume of email and postal communications to Congress has increased 300%, and doubled in the last five years alone In 2004, the House received 99,053,399 messages via internet and the Senate received 83,000,000 79% of congressional staff believe the internet has made it easier for citizens to be involved in public policy The internet became a key force in politics for the 2004 elections

3. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 3 Why Use Online Advocacy Easier to recruit advocates Quicker to take action Better tracking Message deliverability – multiple channels Convert activists into donors

4. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 4 How Can Online Advocacy Work for You? What do you need to keep in mind for a successful campaign: Build community Foster relationships Create an engagement path Ask the right thing at the right time Integrate your online and offline efforts Difference in being noticed and having an impact Personalized messages have more influence on Congress and your members

5. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 5 Online Advocacy Strategy 101 1.Develop a campaign plan 2.Personalize communications 3.Create an Engagement Plan 4.Integrate online and offline activities

6. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 6 Develop a Campaign Plan Coordinate across departments Create a messaging schedule Plan content, design, and segmentation strategy Establish criteria for success

7. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 7 Develop a Campaign Plan One alert is just a date A campaign is the beginning of a relationship

8. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 8 Sojourners: Campaign Example 64,000 sent 43% Open Rate 18% CTR Email to Petition 74,000 participants 170,000 page views 32% conv 1 1 2 2

9. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 9 $164,000 dollars raised Ads placed in newspapers across the US Follow up email 4 4 3 3 5 5

10. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 10 Personalize Communications Address your audience Use information you know about your members Continue the conversation Recognize what your members have done

11. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 11 Personalized for Senator Direct appeal based on location

12. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 12 Create an Engagement Cycle Launch a Campaign Recruit new and existing members Report on results Solicit a donation Organize an event Send a reminder newsletter Thank & ask again

13. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 13 Engagement – always have an action

14. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 14 Encourage Community Building Leverage your individual members network of contacts Encourage viral marketing Have tell-a-friend functionality within your system Make it easy for people to forward, and for new members to subscribe

15. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 15 Integrate Online and Offline Activities Phone calls from VIPs Constituent visits Town Hall Meetings Direct Mail Advertising

16. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 16

17. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 17 Consistent Branding Targeted two states Newspaper ads and online advocacy campaign Featured in online newsletter Over 3500 online responses, 350 offline

18. © 2004. GetActive Software. All rights reserved Proprietary and Confidential 2/10/2014 page 18 Top Ten Advocacy Tips 1.Always have an alert active, promote it everywhere 2.Personalize your messages 3.Create persuasive recruitment campaigns 4.Create a messaging campaign. Connect your messaging – action alert, e-newsletter, event invitation 5.Style is substance 6.Follow up – let your members know what happened 7.Ask, ask, and ask again 8.Collect additional information on your members 9.Integrate offline and online activities 10.Find your super advocates and give them something to do