Post on 12-Sep-2020
2/17/2015 Footer 1
Extend Your
Advocacy Reach!
Presented February 17, 2015
Bev Stanton Online Producer
Megan Cantrell Senior Coordinator for Online Communications
Extend Your Reach
As a Bill Becomes a Law (or Not)
Encourage reps to
support or oppose
legislation
Thank reps or
express
disappointment
Ask Supporters to:
Online Tools • Alerts
– Via email
– Pushed out on twitter and facebook
• Tweet Your Rep – Landing page after email alert when
constituent has been matched
– Standalone page with lookup
• Facebook Ads
• Thank/Spank via vote center
Just a Handful of Social Media
Comments Can Grab the Attention
of Congress, Study Shows
http://connectivity.cqrollcall.com/just-a-handful-of-social-media-comments-can-grab-attention-of-congress-study-shows/
Viral Action!!
• Supporters encouraged to tweet their representative
after taking action! Magic script enabled this to happen
at the click of a link!
Insert Your Reps Contact Info When in a pagebuilder page: Component > Advocacy > Your Representative
Twitter Handling
[[S93:federal representative:raw:___twitter____]]
Output = http://twitter.com/RepsHandle You want @RepsHandle
The Magic Code
Added this to body tag attributes
step 3 of wrapper
Outside The Beltway Not Everyone
Knows Who Their Rep Is!!!
When pushing out call or tweet your rep alerts on social media, make sure you provide a legislative lookup:
Add a Search Component
You can edit the lookup
Click to Tweet in Action
Facebook Ad vs. Boost
• Facebook Ads
– Target Facebook Universe
– Drill down on type of user
– Website engagement focus
– Longer campaign
• Boost your post
– Goal is to maximize reach
– Short time frame
Facebook Ads
• Need Budget
• Test, test, test
• Facebook’s algorithm is your friend
• Target your audience
• Test, test, test
Facebook Ad Campaign Campaign Goal: Target key congressional districts to
gain new online supporters.
Facebook Ad Campaign Campaign Goal: Target key congressional districts to
gain new online supporters.
Campaign Outcomes
• Campaign ran for 2 months
• Reached 242,701 people
• 4,102 website clicks = 1.128% CTR
• 1,258 actions taken = 30.66% completion
Used UTM tracking to enhance Google Analytics and understanding of where traffic and users were coming from.
Closing the Feedback Loops
• DELIVERABILITY: Make Sure You Check Deliverability both before and after alerts are sent
• CUSTOMER SERVICE: Make sure your membership team have information they need when users experience issues
• MOVING RIGHT ALONG: Make use of alert expired pages to inform and redirect.
DELIVERABILITY: Check if the
Message will be Received
http://customer.convio.com/site/PageServer?pagename=advo_scorecard
DELIVERABILITY: Retry Deliveries
CUSTOMER SERVICE: Guide the
Gerrymandered or Update the
Database? • When Supporters complain they have contacted the wrong rep, it can be
either – Redistricting
– Lack of civic awareness
– A database issue
• Check house.gov and follow up with a polite email to supporter or blackbaud trouble ticket
KEEP THEM MOVING: Follow Up
and Next Steps
Vote Center
• Convio vote center
used to generate
congressional
scorecards so
supporters could
see how their reps
voted or just use
for individual votes
If you have thank/spank alert set up
they will be linked to action
Accountability
Thank and Spank
Find Your Vote
Configure Vote
Fill in the Form
Important selections
Format Landing Page
Vote Action Page
Magic Code to make image
<script>
function myFunction()
{
var str=document.getElementById("legVoteConsRepVote").innerHTML;
var n=str.replace("Take Action Now!","<img src='https://secure3.convio.net/npca/images/content/pagebuilder/give_feedback.jpg'>");
document.getElementById("legVoteConsRepVote").innerHTML=n;
}
</script>
Alert Message
Global Pages to Format
GLOBAL PAGE: Vote List
GLOBAL PAGE: Legislator
Scorecard
GLOBAL PAGE: Combined
Legislator Scorecard
GLOBAL PAGE: Congress
Scorecard
Link from email
Testing 1-2-3 Testing!
• Test the user experience from different
districts
Easy User Experience!
CAUTION
• If using the vote
center, be mindful of
501c(3) Guidelines,
particularly around
an election cycle.
Consult afj.org
and/or legal counsel
for more information
Signed Sealed Delivered
• Letters can be downloaded for offline
congressional visits
Alert Summaries
CONCLUSION
• Action Alert + Social Media
• Social Media requires Extra tools for Congressional Lookups and Twitter Handling
• Close the Loops – Retry Deliveries
– Make Sure You Have Time to Help the Gerrymandered
– Use Expired Pages as a New Opportunity
– Report to Staff
• Vote Center as Follow Up
Links to the slides, webinar recording and resource page will be sent to
everyone that registered for today’s webinar either late this afternoon or
tomorrow morning.
Be sure to search “February webinar” in the Community to post any
questions you may have about today’s topic.
Be sure to visit our Community Webinar page at
customer.convio.com/webinars to watch past webinars or register for
upcoming ones
Thank you for attending!