Discussion of campaign impact monitoring and evaluation, focusing on online campaigning mechanisms like email and social media.
Convened by: Jeremy
Setting targets
- Based on capacity / activities or what will have impact?
- Changing targets – moving goalposts can be seen as cynical but also motivational
- Critical for being accountable to activists
Delivery Strategy
- Needs to be set in advance & impact focussed
- Online isn’t always the best way
- Feedback to activists to build relationship and to give next action
- Think about involving people affected by issue to target those with decision making power
- Online organising for offline action
Risks
- How close to the script do people need to stay?
- Better if the response is personal, authentic
- Too scripted = less genuine
Measuring Impact
- Ask government target
- How many?
- Position change?
- Organisational change, eg. now PR team
Value added by e-campaigning?
- Engagement journey
- Changing the debate
- Blogger outreach
- Word of mouth monitoring
- Radian6
- Viral heat
- Social mention
- Build relationships with bloggers
- Negative responses in blogs can sometimes be turned into positives
- How to measure e-campaigning using Google Analytics? [Ask the Torchbox guy!]
- How to track which supporters take what action? – “It’s a tech thing”
Data
- Plan carefully what you want to collect & how you’ll use it
- Be transparent about why you’re asking for data.
- Know data protection laws
- Opt ins vs opt outs
- Consistent policy on opt ins needed
- Separate databases for activists and supporters?
- Give people the choice
- Coordination between teams
- Segment carefully on things you can deliver to maximise impact
- multivariant testing of emails
- Vary email tactics
- Email tracking -> analyse external context
- List growth rates
- Surveys to check with activists that you’re relevant
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Attendees:
Guy Cruls, Housing Justice
Clifford Singer, MyDavidCameron/Sparkloop
Sapi Ullrich, Clean Clothes Campaign
Shely Bryan, Humane Society International UK
Seb Cumberbirch, Amnesty Australia
Sam Strudwick, Amnesty UK
Mark Gale, Mencap
Aggy Hall, ActionAid UK
Katie Turner, Leonard Chesire Disability
Trish Groves, Trocaire Ireland
Mari Dupar, RSPB
Edward Kay, Torchbox
Jeremy Bloom, Amnesty International
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