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

Tweet your Rep Tool

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

Thank and Spank

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

Vote info

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!