In 2017, we’ve already seen a 67 percent increase in the number of Americans participating in Phone2Action advocacy campaigns, and that energy isn’t dying down anytime soon. So what are some ways your organization can leverage this captive audience? Read a quick summary below of our 8 tips to take advantage of the urgency of this moment, and be sure to download our new whitepaper to get all the details on how to build an effective grassroots advocacy campaign.
1) Know (and segment) your audience
Your 75-year-old mother-in-law may hold the same views as a millennial college grad, but you’d probably use a different approach to reach them and ask for their help to do something, right? Different audiences need to hear tailored messages. It’s critical to know who you’re talking to before asking people to take action in support of your cause.
2) Make sure your campaign is accessible
It’s 2017: If your campaign doesn’t look good and isn’t easy to engage with on a smartphone, there are a lot of potential advocates who aren’t going to participate.
3) Create a ladder of engagement
Would you ask someone you just met to help you move? Create a ladder of asks that starts off small and builds to more involved actions over time. Give your supporters options so they stick around.
4) Develop a compelling ask
People won’t take time to call their legislator just because you ask them to do it. They need to know why your cause is urgent and how it will impact their lives.
5) Make it visual!
TL;DR. Avoid lots of text and stick to what you intuitively know works best. Visual posts perform better across virtually all digital platforms. Graphics and short videos will help you tell your story in an authentic and convincing way. This is key to creating an effective grassroots advocacy campaign.
6) Measure your impact
Once a campaign ends, it’s not just your team that needs to know about the results of your supporters’ efforts. Supporters also want to hear about the impact of their efforts. Report back on how many people took action and how their involvement made a difference.
7) Use and promote live engagement tools
Live engagement tools make it possible for people around the world to feel like they are together in the same room. Find creative ways to use Facebook Live, Twitter chats, and texting tools to connect offline and online engagement.
8) Create a plan for long-term engagement
Once a supporter takes an action for your campaign, you can plug them into your work for the long-haul. Don’t lose touch.
An effective grassroots advocacy campaign harnesses the latest trends and best practices for connecting with key audiences in this new era of grassroots activism. Our research on what’s working and what isn’t will equip you with the data and tools your organization needs to stand out as a campaign that people feel compelled to get involved in.
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