e-campaigning in the new political landscape. what is the new landscape? what is the new coalition...

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e-Campaigning in the new political landscape

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Page 1: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

e-Campaigning in the new political landscape

Page 2: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

What is the new landscape?

What is the new coalition government?

How long will the coalition last?

A third of MPs are new

Potential debate on policy issues

NGOs need to keep voice heard

Encouragement for social action

The role for each MP has now been amplified

Page 3: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Think about the targets and the targeting

Are MPs members of committees or the cabinet?

What interests do MPs have either inside or outside politics that could relate to your campaign?

More localised ‘asks’ or constituency based campaigning

Target by political party or activity

Get personal with your MP!

Page 4: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Redirect and filter

If MPs are part of different groups, committees or parties they should get different supporter messages

This will help to increase the message’s impact to the campaign target and the supporter too

Use these ‘filtered messages’ to help influence politicians. You’ll know that they have been receiving specific questions from their constituents so there is no excuse if they don’t reply!

Page 5: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Data mapping

Find out who your supporters’ MPs are and then send them segmented emails

This could be especially important if you know that certain constituencies are vital to your campaign’s success (e.g. marginal seats, wavering support etc)

The outbound emails to your supporters will need to explain the urgency of the situation and tell them they need to take action now

The landing page of the action should highlight the specific urgency too. Don’t forget to send different messages to MPs too.

This should help to increase your email open rates and e-action effectiveness

Page 6: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Call your MP!

An example of a ‘widget’

This could be an ask for your ‘super activists’

Based on ‘profiles’ you can just send emails to these supporters asking them to take action

If you have a strategy for your ‘supporter journey’in place, this could be a good test

The action should be linked to a feedbackmechanism so your supporters can let you knowwhat the MP said

You can then feed this information into your campaign. It will also help to engage your supporters!

Page 7: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Direct emails to politicians

Send emails directly to MPs, rather than getting your supporters to always do it

Ask them to support your cause directly, invite them to events, send them information etc…

Use similar tactics to supporter emails. Follow up if they have yet to reply and thank them if they have taken action or if they are interested in specific issues

Use reporting tools to analyse open rates, click through rates of emails

Let your supporters know what their MP’s responses are – pull this information into supporter actions

Page 8: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Use of webforms

If an email address isn’t available for a politician, set up an action that submits into a web form instead.

Or ask your supporters to go directly to that site.

The form fields that are on your action will need to be the same as the form that they are submitting into

And the character limit for the message will need to factored in.

For example the limit for the Number 10 site is 1,000 characters including any salutation or address blocks.

Be concise with your message!

Page 9: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Summary

Different messages for different MPs - ‘redirect and filter’

Communicate with your campaigners using conditional content

Get your supporters to call their MP – use widgets

Direct communications with MPs

Use of ‘webforms’ if you can’t get email addresses

Page 10: E-Campaigning in the new political landscape. What is the new landscape? What is the new coalition government? How long will the coalition last? A third

Contact

Jonathan Purchase

Head of UK Market Development, Advocacy Online

[email protected]

020 7287 6864