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Engaging Activists Locally: Transforming National Interests Into Local Movements

Learn how a fictional charity leverages national campaigns to fuel local activism. Discover strategies for engaging supporters through targeted regional data, converting them into grassroots activists efficiently. Dive into the innovative use of reference data to enhance user engagement in community initiatives.

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Engaging Activists Locally: Transforming National Interests Into Local Movements

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  1. From a national interest to a local activistTake reference data for a spin 19 June 2019 • COMMUNITY CONFERENCE 2019

  2. WTF is Pedal UK? A fictional charity – campaigning to get more people cycling WHAT WE DO • Most campaigning is done locally by activist groups • Currently 30 groups throughout UK (and growing) with active, motivated membership • Head office provides PR, admin and operational support to the groups • National campaigns while important are seen as a way to increase participation at a local level • Campaign victories locally are tangible, more quick and agile. • COMMUNITY CONFERENCE 2019

  3. Our new national campaign The money used for HS2 could dramatically improve lives. Imagine what £50 billion could do if invested in cycling. • COMMUNITY CONFERENCE 2019

  4. We’re aiming to get 1 million signatures to take to the Transport Minister asking him to ditch this big silly waste of money. We’ll reach out to our current database of 98,000 supporters, and from that we hope to attract 250,000 new supporters (opted in) and from that we hope 10% will join a local group. New sign ups will come from social media channels. • COMMUNITY CONFERENCE 2019

  5. Campaign aims HS2 is a hot topic and will give us exposure to a new audience The supporter journey is quicker by bike • We will be out to get new supporters, and we will know little about them • We want to convert them into local activist group members as quickly as possible • Challenges • To create a tailored journey from a national campaign • With 30 Local groups we want to avoid setting up dozens of redirects to dozens of versions of confirmation pages • COMMUNITY CONFERENCE 2019

  6. User journey flow chart Email/Social media Petition Postcode generates one of the following pages Local info 1 Local info 3 Local info 4 Local info 6 Local info 2 Local info 5 Local info 7 Local info 8 Local info 10 Local info 11 Local info 13 Local info 9 Local info 12 Local info 14 Local info 15 Local info 17 Local info 18 Local info 20 Local info 16 Local info 19 Local info 21 Users then link to local group pages and/or actions • COMMUNITY CONFERENCE 2019

  7. Reference data Sounds exciting, and it is • We can match information to a region in a spreadsheet. It can be text, images, iframes, whatever you like • For our petition we’ll be using the MP database and matching local group information to constituencies • There are more constituencies than groups, so each group will match up with several constituencies • Reference data can be displayed on the message page of an email to target action • The petition will have an action redirect to page 2 of the ETT - the ETT is an ETT in name only (we’re not emailing any MPs). Its purpose is to harness the power of reference data to supply highly relevant content to the user • COMMUNITY CONFERENCE 2019

  8. The spreadsheet • Download the most recent data set – in our case MP database • Add our new columns and populate with content • Limits: you can currently have 10 columns • COMMUNITY CONFERENCE 2019

  9. Uploading the data • Admin settings -> Target Settings for an Email to Target campaign • You can also edit records individually within the UI • COMMUNITY CONFERENCE 2019

  10. Added on the Target Block on your ETT action The tags • COMMUNITY CONFERENCE 2019

  11. Simple form page which when signed, redirects to the ETT page 2. Lets give it a whirl with a few postcodes… * The petition • COMMUNITY CONFERENCE 2019

  12. Summary • Reference data lets us target supporters with relevant content • This relevance is geographic – but lets assume that people do care more about issues local to them than to other people. You can find out more about their other specific interests later. • It’s a hook to quickly engage people after their first action • It saves us creating multitudes of redirects to duplicate pages, and doesn’t require any profiling • To be used in conjunction with other methods of engaging supporters • A little skill in HTML is useful • Test your spreadsheet by populating just a few rows before adding all your content. • COMMUNITY CONFERENCE 2019

  13. Thanks! • John Robertson, Links Street Digital • john@linksstreet.co.uk • Any questions? • COMMUNITY CONFERENCE 2019

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