October 19, 2009

Highlights from new report on online campaigns

Amy Sample WardAs I announced recently, Advocacy Online and Fairsay have jointly produced a benchmark report to examine key e-campaigning performance measures. The benchmark data is derived from the activity of over 2 million supporters from 50 campaigning organizations in the UK, Canada, and several other countries. In addition to the benchmark data, the project also includes an e-campaigning survey that has been carried by Jess Day, an independent e-campaigning consultant. (I also referenced the report in my latest presentation slides about social media use by individuals in nonprofit organizations.)

The report, titled “2009 eCampaigning Review Insights & Benchmarks,” was released this past week at an event in London (and via webcast). I want to share some of the highlights from the launch presentations of Duane Raymond and Jess Day, but if you want to skip ahead to the download, you can scroll to the bottom.

Report highlights

65% of actions reviewed in the report asked people to add their own message (whether this was a petition, or post, etc.). This is great because letting your supporters personalize or otherwise get more involved in your actions will only help build a commitment to the outcome of your campaign or action as well as encourage your supporters to ask their friends or colleagues to participate as well.

Only 43% of actions linked to background information. People may worry that if someone clicks on an action button, say, on your home page, and then you provide them links to more information about the topic of the action, that they will click away and never actually complete the action. Nope. People may want more background information but that’s because they are interested! Most all of the actions reviewed in the report that even those that did link to background information, those pages didn’t link back to the action. That’s why people aren’t completing the action. Remember to link to actions from everywhere on your site that is related to the action! Continue reading