Advocacy Effectiveness and ROI

What Makes Online Advocacy Most Effective?

We’ve spent years researching and experimenting to find out the characteristics of successful online advocacy. Here are the 14 factors that we have discovered contribute most to wins:

1. Successful Online Campaigns Have Easy-to-use Forms

“In tests comparing forms with real-time feedback to those without, usability testing firm Etre and I measured a: 22% increase in success rates, and a 31% increase in satisfaction rating.” – Luke Wroblewski, UX expert

Features That Multiply Your Results

It’s obvious and yet so often overlooked. If your supporters are put off by the form they have to fill in, there’s not much hope of success.

Certain features are proven to multiply the number of people who make it to your ‘thank you’ page. Our software has been built to include all of them:

  • Instant error messages – this reduces form abandonment rates.
  • Editable labels for forms
  • Use of “optional” on non-required fields
  • Sensible error checking on form fields (we don’t tell your donor off for putting spaces in a phone number, for example)
  • Ability to style or change the layout of forms in response to usability tests

2. Successful Online Advocacy Involves The Supporter In A Story Where They Are The Hero

Your supporter wants to know that their action makes a difference. Tell a great story, cast them as a star character in the plot, and you have won their lifelong support. Imagine taking them on an adventure where they can speak to royalty, slay dragons and come to the rescue. Doesn’t everybody secretly want to be part of a story like that?

Create A Sense Of Adventure

Combine a sequence of personalized emails with corresponding actions to involve your supporters deeply in your campaign. Especially if you can demonstrate how the target of your advocacy is responding.

Respond Rapidly To The Changing Political Landscape

If you’re familiar with advocacy, you know that events can sometimes take unpredictable turns. The Engaging Networks platform is there for you to set up new petitions, pledges and email-your-representative campaigns in minutes. You can then react quickly to sudden developments.

Make The Process Automatic

For even more impact, add an automatic email sequence using our triggers feature. Or set up emails that are sent in response to your supporter’s actions.

The combination of all these things can make your supporter the star of a lifetime love story with your cause…

3. Successful Online Campaigns Are On A Platform You Own – And Can Customize

Using third-party petition sites can interfere with your messaging and affect your brand in unpredictable ways. Make sure you can use your own designs. Insist that you can freely communicate with your supporters directly in the manner you choose.

Have Your Pages Exactly How You Want Them

Our platform allows you to customize and design your campaign pages exactly how you want them. No competing branding. No rigid forms. No tight structures that you have to work around. You keep and control ALL your data, too. By using our platform, your supporters are safe from being enticed away by other non-profits.

Even without technical knowledge, you can customize:

  • form fields that are included in any page
  • format of the fields
  • labels
  • error messages and error checking (or validation)
  • buttons
  • default content for form fields
  • grouping and placement of form fields
  • changing the form instantly depending on what users select – also known as dependencies (for example, a supporter selects ‘United States’ as their country and the ‘region’ field changes from a list of provinces to a list of states)
  • number of pages in the sequence (for example, a campaign could be on a single page, or split over three pages, with content and fields on any page)
  • page content
  • If you know Cascading Style Sheets and HTML, you can also change the styling of any element that appears in your visitor’s browser (such as forms, fonts, and so on).

4. Successful Online Campaigns Are Built For Sharing

“The Humane Society of the United States (HSUS) experienced major list growth success with the Petition for Poultry, an online petition that took advantage of a highly effective list growth technique known as “viral list building.” Viral list building puts recruitment tools into the hands of existing online constituents, enabling them to recruit other subscribers themselves. The Petition for Poultry grew HSUS’s e-mail list virally by over 16,000 new members (7 percent) in just three weeks. Thousands signed the petition, surpassing its original goal of 25,000 signatures to reach more than 57,000 signatures by Thanksgiving, and 146,000 signers to date.” – eNonprofit Benchmarks Study, M+R Strategic Services, Advocacy Institute

Life (And Advocacy) Is Built On Friendships

When you build a campaign using Engaging Networks, it’s ready to share. You can automatically include social sharing links. You can make your campaign page redirect to an ‘email to a friend’ page once a visitor has taken action. You can send a thank you email which is personalized for the user and ripe for forwarding around.

5. Successful Online Campaigns Are Integrated With Other Media

“Data strongly suggests that involving your online subscribers in real, on-the-ground activities will make your subscribers more active in your online program as well.” – eNonprofit Benchmarks Study, M+R Strategic Services, Advocacy Institute

Use Other Channels

Online campaigns that succeed tend to use a number of different channels (whether web, telephone, newspapers, TV or adverts on buses). Co-ordinating these different activities can sometimes be tricky. Our platform offers you a number of different features that help with this:

You can duplicate and edit entire campaigns quickly and easily if your PR team get a sudden win like an interview with a major newspaper.

You can collect all sorts of data from your supporters including phone numbers and locations. This allows you to connect with them across different channels. For example, if you want to use a telephone marketing agency to call supporters and see if they would volunteer for you, you can export a list of phone numbers easily.

We have an API that allows you to draw data in and out of our database. This means you can do things like use SMS to communicate with your supporters and then store their responses.

6. Successful Online Campaigns Are Tied In To Fundraising

People Want To Do More Than Sign Petitions

This may sound obvious, but your supporter is a person who believes in your campaign. They may want to support you in other ways than adding their name to a petition. Offer them the opportunity to give, show the impact of their donation, and you have a solid friend. Do this repeatedly, and you have a lifelong relationship. Plus, a great bonus: more donations!

Giving Money And Taking Action Should Be Offered Together

Our platform is built to integrate online advocacy and fundraising. The two work together seamlessly. At the point when your supporter is feeling the warm glow of satisfaction from signing your petition, you can ask them to put their money behind it as well.

An Integrated System Means Increased Donations

Not only are supporters more likely to give at this point, but pre-filling their data in the donation form also increases your chances of a gift. This is only possible when you have a properly integrated system like the Engaging Networks platform.

7. Successful Online Advocacy Makes Use Of Social Media

In some cases, our clients receive 50% of their email actions from Facebook. They have also found that, depending on the campaign, Facebook supporters are twice as likely to take the action.

Track Your Campaigns From Social Media To Thank You Page And Beyond

Use Engaging Networks’ campaign widgets to enable your supporters to sign your petition directly on Facebook. Keep up with the results using our tracking and reporting tools. Feature social sharing tools on your campaign thank you page.

8. Successful Online Campaigns Are Personalized To Supporters

“Targeting based on geography and issue interest area increased e-mail open rates, click-through rates, page completion rates, and response rates as compared to messages sent to the whole list. Targeting by geography had a particular impact, increasing overall click-through rates by 3 percent, page completion rates by almost 7 percent, and response rates by 4 percent.” – eNonprofit Benchmarks Study, M+R Strategic Services, Advocacy Institute

Your Supporters Should Understand That You Know And Care About Their Circumstances

The more your supporters understand that you know and care about their personal circumstances, the more likely they are to interact with you. Use our segmentation, personalization and profiling tools to send out messages that are tailored to individuals. For example, if your supporter is based in Kentucky, you can grab their attention by talking about local events there.

9. Successful Online Campaigns Get Tested And Improved On An Ongoing Basis

“It’s never over. It’s a process of constant evolution. We keep track of things we’d like to learn how to do or get better at, and we revisit that list a few times per year in order to quickly cycle from sticking point to solution.” – Will Horter, Dogwood Initiative and chair of Conservation Voters of BC

What If Your Email Subject Lines Were Costing You Thousands Of Petition Signatures?

The 2012 Obama campaign discovered through vigorous testing that one subject line received 6 times as much response as another. Look at these two subject lines and guess which was more successful:

Was it: ‘I will be outspent’

Or: ‘The one thing the polls got right’?

Actually, the first one outperformed the second by a factor of six!

Testing Is The Only Reliable Way To Pick A Winner

This is perfect proof that testing is the only sure-fire way to choose a subject line.

“Nonprofit organizations of even modest size can meet the challenges of advocacy… by using innovative and aggressive tactics to spread their word, expand their subscriber base, and market themselves online. What is especially key is being able to measure the successes (and failures) of online initiatives through proper tracking of key metrics, such as e-mail message open and response rates, in order to maximize the benefits of the Internet as a key tool to a nonprofit’s communications success.” – eNonprofit Benchmarks Study, M+R Strategic Services, Advocacy Institute

Testing Is The Only Way To Know What Works

The Engaging Networks platform uses built-in split A/B testing so you can see which email subject line (or sender, or opening paragraph, or link style) results in the greatest response. More importantly, it also tracks results from clicks on links in emails right through to successful form completions. That’s the only way to know which email is most persuasive overall.

10. Successful Online Advocacy Is Agile And Responsive

Supporters love it when you act quickly

Supporters love to be involved in a campaign that is alive and changing as your targets respond. It’s this responsiveness that demonstrates to your supporters that their actions are having an effect. The ability to change and update your pages and thank you emails whenever you want is crucial. Our platform provides this.

11. Successful Online Advocacy Requires Investment Of Time And Resources

“The organizations that invested more resources into their programs were more successful, in both generating advocacy activity and raising significant funds online… , the most successful organizations were those that prioritized investments in online communications” – eNonprofit Benchmarks Study, M + R Strategic Services, Advocacy Institute

Invest For Results

The web makes advocacy seem effortless, but you will need to invest time in your campaign. To reap the biggest returns, invest your time and resources in planning, strategy and tools.

12. Successful Online Campaigns Use Email Strategically

“Along with an organization’s Web site, e-mail messaging is the most important component of many nonprofit organization’s online communications programs.” – eNonprofit Benchmarks Study, M + R Strategic Services, Advocacy Institute

How To Make Email Work For Your Supporters

Great advocacy requires more than just a single email to your supporters at launch. Your supporters want to be thanked. They want to know how the campaign is going. They want to know the target’s response. They want to see the effects of their action. And they do actually want to know if there is anything else they can do…

Make Email Work For You While You Sleep

You need a system that has the capability to send out updates quickly and easily. Using our platform, you can set up emails to be sent to your supporters automatically, depending on their actions. This could be as straight forward as a thank you email. But it could also mean sending them an email if they haven’t been active in a while, to find out why they’re not responding. Or you could send a ‘what happened?’ style email if they took a first action but not a second.

13. Successful Online Campaigns Draw Supporters Into A Deeper Relationship, Action By Action

“When we identify a volunteer or a potential volunteer we always hold a one on one meeting. Then we ask our volunteers to make deeper commitments. Once someone has succeeded at an organizing activity we ask them to try their hand at leading a voter contact activity. Mostly we are interested in how well they train fellow volunteers to make phone calls or knock on doors. If a potential leader is a successful trainer then we meet with them again to ask them to take that next step and become a Team Coordinator or Team Leader.” – Jackie Bray, Field Director, Obama Campaign Ohio

Nurture Your Relationship With Supporters

The phenomenal success of the Obama campaign 2012 was due in large part to the way they nurtured supporters step by step all the way up from one-time donors to team leaders.

To build a real movement, replicate this process online.

Take A Supporter From One Action To The Next

Start with something simple, like a pledge. If your budding activist completes this, see how far you can take them by making a more involved request. You could go from there to a ‘send to a friend’ and after that redirect to a ‘write to your local newspaper’ style action. Our platform allows you to do all these things.

Tailor Messages Depending On Your Supporter’s Level Of Activity

On top of that, it also allows you to group supporters based on their activity level and send them tailored messages based on this. (This is also known as profiling or segmentation.) Thus if somebody got to one stage but hasn’t managed to make it any further yet, you can send them encouragement by email – or perhaps even a phone call.

14. Successful Online Campaigns Work Directly With More Engaged Supporters

“When supporters open emails and click on the links, data about these events flow directly back to the CRM database, so that organizers can quickly identify not only the most effective emails when testing, but also the most engaged activists and what they care about.” – Matt Price and John Stahl, Engagement Organizing

Pinpoint Your Best Supporters

Seek out those people who are most likely to make fantastic volunteers. This requires a database that knows what actions each individual supporter has taken and how they have responded to various messages. Our platform has such a database built right in.

Chloe Green is a copywriter and digital campaigner with almost a decade of experience in the charity and political sectors. She’s delivered campaigns, copy and consultancy for a raft of good eggs including Anthony Nolan, the National Union of Students, St Mungo’s, and Hillary for America. She was Social Media Manager at the Labour Party between 2016–2019 and now she’s Head of Creative with the lovely team at Forward Action. She leads on fundraising emails, UX copy, and all creative facilitation. She’s an expert in email list growth, digital strategy, organic and paid-for social media, and digital mobilisation.

Rachel founded the specialist charity web agency, Rechord, in 1999. Between 1999 and 2012 they created hundreds of different web applications for organisations in the UK and internationally.
In 2013 she became the 'Donor Whisperer' and focused on helping small to medium-sized non-profits to reach new donors and activists and from there increase their income. She uses a unique process that combines the benefits of consultancy with capacity building.
Her clients include Traidcraft Exchange, the Overseas Development Institute, Jubilee Debt Coalition, the Leprosy Mission of England and Wales, Tax Justice UK, The Canary, Humanity and Inclusion, the Anti-Tribalism Movement, BRACE, New Family Social, Arseh Sevom - and that's just the last year.
She also feels weird writing about herself in the third person.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Hannah is Senior Campaigns Officer at the MS Society, working on their local campaigning programme, Local Action for MS and also on social care and carers. She’s worked at the MS Society for a year and a half, and was previously at the MND Association and National Voices.

Executive Director of C6 Digital, London based agency

Emily has worked at Guide Dogs for the Blind Association since 2019, working on a range of campaign areas to empower people with vision impairments to live the life they choose. Prior to this, Emily working in parliament and severed as a borough councillor.

Brani Milosevic ia a digital consultant and coach at
She helps individuals, teams and organisations to learn how to seize the opportunities offered by digital and navigate its challenges.
Brani set up the Digital Leadership Forum, is an NCVO trainer, a CharityComms mentor and a qualified executive coach.

Rhiannan Sullivan is the Vice President of strategy and partnerships of social action network, Over the past 10+ years, she has worked with hundreds of UK and EU charities helping them grow and develop their digital fundraising programmes. Prior to working for Care2, Rhiannan worked at then political campaigning agency Blue State Digital, a global leading digital strategy agency who has helped many organisations build and engage online communities, clients included political and advocacy campaigns, non-­‐profit organisations, cultural institutions and global consumer brands.

Calum manages social, email and some digital campaigns at CPRE, and is CPRE’s expert Engaging Networks user, working on development and helping other teams make the most of the platform. Happiest working on campaigns for change or rambling around in the countryside.

Brandon Fuller is Engaging Networks alumni and owner of Raise the Roots, a digital agency that has supported over two dozen organizations on Engaging Networks - helping them to maximize their digital engagement using this powerful platform. He previously managed global online advocacy campaigns for the Pew Charitable Trusts and has worked in the nonprofit community for nearly two decades.

I joined the Woodland Trust in 2018 and now lead on policy and engagement campaigns working to improve protection, restoration and high quality creation of woods and trees. Prior to campaigning for trees, I worked in Peterborough, tackling fuel poverty in the community. I care deeply about the climate and nature crises and the many, intersectional impacts and solutions. Endlessly inspired and energised by the dedication and passion of our supporters and the public who take action time and time again.

Hannah Mudge is Digital Innovation Manager at The Leprosy Mission England and Wales and has had the privilege of seeing the 147-year-old international development charity evolve over the last decade, from sending out its first online fundraising appeal to achieving record levels of income despite the challenges faced since the start of the pandemic. She is based in Peterborough and enjoys running, cooking and reading in her limited spare time when not parenting two lively boys. During 2020 she added ‘homeschooling’ to her skillset although what Ofsted rating she would achieve is probably best left to the imagination.

I am a campaigner in the Woods Under Threat team at the Woodland Trust. My role is to help protect ancient woods and trees from damaging developments across the UK. Ancient woods and trees are irreplaceable, so we work hard to stop any further loss of these precious habitats and ensure they are protected for the benefit of people and wildlife.

Matt Strong is the Campaigns and Engagement Officer for the Ramblers.

He has recently run campaigns on increasing the number of new green walking routes in some of our biggest cities, including London and Manchester. He has also been leading on the Ramblers’ campaigns work around the Environment Bill. Matt has a background in politics after spending a decade as an elected councillor on Manchester City Council and having previously worked for two Members of Parliament and a political party.

Claire Warner is a former charity Fundraising Director & Senior Leader, turned Culture & Wellbeing consultant.

It was in trying to throw herself back into her beloved Fundraising Director role after 12 months' treatment for aggressive breast cancer, that Claire realised the focus & memory loss and heart condition side effects she'd been left with after her treatment, plus the life-changing experience of the illness itself, meant (guttingly!) a 300% commitment, 50+hours a week Fundraising Director role was no longer an option.

On looking into what others do in this situation, Claire discovered the field of workplace wellbeing, the research work of Prof Cary Cooper, the Gallup Organisation and Simon Sinek, and hasn't looked back since.

In 2018, Claire created her own piece of research into the wellbeing of fundraisers and when it concluded in 2019, over 700 fundraisers had taken part. The results of the research were used to further inform and refine the work Claire does with organisations and individuals in the charity sector.

In 2020 Claire won the Best Digital Leader Award at the Social CEO Awards and in 2021 curated the first Charity Wellbeing Summit.

Today, Claire works on organisational culture and wellbeing projects with charities and offers coaching and mentoring programmes to sector professionals.

Becky has spent the last decade building people power and people-powered movements to hold the most powerful to account for a fairer, more just, and cleaner future.
She helped build 38 Degrees UK into a movement of over 1 million citizens and led many of the biggest campaigns. As part of OPEN’s senior team, she helped build and sustain a network across 19 different countries, by supporting, coaching, and building fast-growing digitally facilitated organisations.

She's currently Senior Strategist at The Sunrise Project leading the Global Banks Program and building grassroots activism on finance around the world. She’s on the board of Skiftet, Sweden’s biggest online campaign community and Left Foot Forward in the UK.

Andrew Taylor-Dawson is Development Manager at Liberty, where he leads on member and support engagement. He has been in fundraising for around 13 years. In this time he has worked in the human rights, homelessness and social justice sectors as well as having been a freelance consultant.

He has held board positions with Global Justice Now and the adoption support organisation We Are family.

Rebecca is a Digital Project Manager, who recently led the redesign and redevelopment of The Children's Society's website.

Rebecca worked closely with senior stakeholders, subject matter experts, and digital agencies to create a new platform that demonstrates the organisation's refreshed vision, mission and brand. There has already been astounding results in the 6-months since launch.

I have worked as a web developer for about 20 years and for Which? since 2015, primarily on their WordPress sites. This has involved integration with a variety of different APIs, most recently the Engaging Networks API, along with the creation of APIs to allow sites to talk to one another.

Glyn Thomas is a digital strategist and web developer. He built his first website in 1997 and has been working in digital communications since 2002.

For the past 12 years, Glyn has almost exclusively worked with charities and non-profit organisations. Almost all the projects he works on are focused around campaigning, fundraising or supporter recruitment, and often a mixture of all three.

Now based in Berlin, Glyn works with organisations in the UK, Europe and North America.

Rhian is the Strategic Programme Manager for Physical Activity at Versus Arthritis. Alongside Sport England under the Richmond Group ‘Movement for All’ programme, Rhian is co-developing a long-term, sustainable programme to support those living with Musculoskeletal conditions to increase their physical activity levels and improve their quality of life. Rhian has over 15 years’ experience of supporting people with long term health conditions to become more active. She is passionate about prevention, working in partnership and using an effective knowledge base to create impactful change at scale.

Having gotten his start organizing with anti-war veterans and working as Sala Labs, Sales Engineer, and Partner Manager, Bryan now brings his expertise to non-profit and mission-driven clients as 4Site Studios Director of Digital Strategy. Specializing in challenging and complex projects, Bryan works with each client to craft holistic approaches tailored to goals, budget, and outcomes.

Mary Margaret Callahan is the Chief Mission Officer for Pet Partners, where she is responsible for leading mission delivery including the therapy animal program and grassroots advocacy program. She joined Pet Partners in 2013 and has worked to establish the organization as both an influencer and a resource within the animal-assisted intervention (AAI) and human-animal bond (HAB) community. In 2018 she was named one of PetAge Magazine’s Women of Influence. Mary Margaret lives on a small farm outside Seattle with her husband, daughter and menagerie of animals including dogs, cats, guinea pigs, chickens, goats and miniature donkeys.

Joe Derry Hall is a freelancer working on creative digital and communications. His interests include tech innovation, upending power and reimagining different futures. Joe has been the winner of a Mozilla Creative Media Award and the joint winner of a BAFTA digital award. He was previously in-house in campaigning and communications roles at Amnesty International, the Climate Coalition, the Ecocide campaign, Save the Children, Scope and others. He is one of the initiators of Right Way Up, an experiment to create a radical, practical new vision for the social change sector.

Anna Chowcat is the Digital Manager at Refuge and oversees the charity’s digital function and output. Since joining Refuge, Anna has been instrumental in introducing a number of digital engagement programmes including digital campaigns, bespoke email supporter journeys and user friendly donate/campaign pages. Before joining Refuge, she has worked in digital engagement and campaign roles at The Labour Party and Leonard Cheshire Disability.