Supporters are the lifeblood of any organization, and one way to get folks actively engaged in your cause is through online actions such as petitions and targeted actions.
But, here’s the crux – many online actions aren’t effective in achieving offline results and don’t grow your list. In fact, only about 10 percent of people complete an online action (like signing a petition). You’re going to need a lot more than that to bolster your grassroots campaigning.
How do you make your online actions more effective and grow your base through your advocacy efforts? Here are nine tips that can help:
- Make all actions shareable. We’re all highly influenced by others, and shifts in public opinion are often influenced by a critical mass of “easily influenced” individuals. People pretty much do whatever their friends are doing, which is why your content needs to be shareable.
- Use tools that let readers easily share your content with one click on Facebook, Twitter, Pinterest, and so on (if you are a Salsa user then you’ll know that our platform includes sharing configuration for pages).
- Create custom messages that supporters can easily send to their networks.
- Include powerful images in your messages.
- Create compelling content. This is key to the success of online advocacy and should influence your readers – quickly – to care about your issue, inspire action, and motivate them to share with their networks. For tips, check out this short video: Content Marketing for Nonprofits.
- Online actions need to be credible so that people will take part and share it with their friends. Don’t just promote actions for the sake of building a list.
- Provide sign-up pages. Try to get the contact information of everyone who takes action and make these calls to action prominent on your website. Be authentic as you do this: don’t capture names while masquerading your intentions as something else. Let your subscribers know what to expect next and how you plan to stay in touch and use their information.
- Find and thank your messengers. By this, I mean: find those who are spreading the word and influencing their profession or community. Thank them for being an advocate and get to know them, especially if they are bloggers.
- “Like” and “Follow”. Again, identify influencers on social media whether they are influential individuals or targeted groups such as your local animal group. “Like” them and comment (usefully) on what they post.
- Online ads and list-building services. Targeted Facebook and Google ads, purchased with the right keywords and pointing to an effective landing page can often inspire strangers to take action and share their contact information. If you have the budget and have hit a brick wall with your organic growth, organizations like Change.org and Care2 can send a targeted message to their supporters on your behalf.
- Have a rapid response plan in place. Stay on top of current affairs, and be ready to respond and take advantage of any news that you can.
- Cross-promote with other organizations or coalitions. Find like-minded organizations to send messages on your behalf to their supporters. The average conversion rate is five percent – not bad!