Deep Dive Breakout 2

Thursday, August 2, 2018


What have you done for me lately? The ‘Ladder of Engagement’ approach rewards repeat activations, higher quality engagements, and community connections. Mine your medium data, (ie: action center, event tools, member database, and email platform) to empirically identify your future champions.

What to Track and Why

  • It’s important to have a baseline before starting any advocate engagement
  • It’s important to know who isn’t engaged; This is your target
  • When reviewing and segmenting, look at the actions that have been taken and segment your advocates base on what they have done.
    • People who have taken email actions
    • People who have taken social actions
    • People who have taken phone actions

Finding Your Future Champion

  • We identify who has taken minor action, train them and then through communications, move them up the ladder of engagement, transitioning them into champion advocates.
    • Minimal Action > Grasstops Participation > Grassroots Participation > Full Political Participation
  • Our core advocates are based on 3+ actions or more

Know Your Top 10 Advocates

  • Our organization has regional affiliates. We use money incentives to encourage actions.
  • Active Companies – The actions they ask companies to do
    • Plant Tours
    • In-District Messaging

Once Champions are Identified

  • Give them a direct call to establish a relationship. I want to learn more about the advocate. I then want to educate them more about the campaign and find ways to get them more active. Example:
    • Write a story
    • Write a LTE
    • Testify
  • Then thank them. This is important to show appreciation for their advocacy. I then provide them with a survey where we can learn more and optimize our system
  • Fast action > Education > Future Engagement (use a CRM as a way to tag users)
    • First we ask for advocates to sign petitions. This is a simple task. Then we use ads to lead the users to the landing page.
    • Once they have signed the petition, we begin the education process. Once they are educated, ask them to action when ready.
    • We repeated this multiple times and ended up doubling our advocate goals

Build Your Pride

  • End goal is to build and cultivate your grassroots network
  • We have a Government Affairs Academy that gives our active advocates training. To get this invitation to participate, the advocate must send an email to their legislator. The incentive for advocacy is advanced training.

Educating Leaders

  • We mold our board members into advocates. We do this to a credential course. The course has a curriculum. The course is one day that focuses on maximizing their grassroots tactics.

What Recognitions and Rewards Work

  • Opportunities to attend events
    • Meetings with the administration
    • Spectacle Events
    • Member priorities
  • Fun gifts people use as incentives
    • Patches
    • Pins
    • Meetings
    • Discount to organization’s store