Guide To E-campaigning.pdf

Engage, Evaluate, Promote, Sustain, and Change are key aspects of e-campaigning. Over the past seven years, e-campaigning has become more sophisticated and integrated into overall campaign planning. The "e-campaigning ideas guide" provides inspiration through case studies and tips from clients to help avoid mistakes. Four main areas of interest are: engaging supporters, maintaining online communities, promoting online campaigns, and evaluating campaigns.

To promote campaigns, organisations should take care of existing e-campaigners, develop a promotional plan, and team up with other departments. Evaluation is often difficult, so establishing other criteria such as growing the community or building awareness is necessary.

Engaging supporters involves using email to encourage action, with careful consideration of subject lines, split testing, and personalisation. Maintaining the community requires regular communication and feedback to prevent drop-off rates.

A case study of Save the Children's recruitment program shows success in leveraging events and activities to sign up supporters. Action Cards have been effective in collecting details of supporters at events or via direct mail.

Techniques to engage supporters include highlighting the impact of their actions, creating email templates, and using a personal tone in communications.