Digital Advocacy

Advocacy, defined in the simplest terms, is about fighting for something you believe in. When we talk about advocacy, the issues and tactics may change, but the core is about supporting a cause or policy and working to create the change we want to see in the world.

Advocacy tactics and advocacy campaign strategies will continuously change with the times and so must we. Public affairs campaigns are now common on smaller federal issues as well as state and municipal issues.

When it comes to digital campaigns an organic approach is often overlooked. The first place most of us look to answer a question is online. But often digital advocacy campaigns and political campaigns forget about search especially organic search in their digital strategy.

Digital advocacy seems to be the term of the moment, but achieving real online advocacy results can be tough in both execution and budget. If you are at a nonprofit where money is tight, (when is it not?), spending money on hiring a digital advocacy consultant to manage your digital and online presence can seem like an easy line item to cut.

Every digital advocacy campaign is different and has unique goals. Therefore, there are a variety of metrics that you should focus on depending on your goals. There is not a one-size-fits-all benchmark or metric to track the success of every digital advocacy campaign.

When entering  the digital advertising world without any prior experience or  background in the field, one of the largest challenges you will face would be getting the hang of all of the digital advertising acronyms. Digital advertising has its own language DSP, DMP, CPM, CPA, CTR... What do all these ad terms mean?

Whether you are working on a political or advocacy campaign, a digital campaign will likely be a major part of your communications budget. If executed well, digital—from organic social media posts to programmatic advertising—gives you the ability to communicate with voters that you never could otherwise reach, and to hyper-target ads to specific lists or segments of voters.

If you work for a health advocacy group and are in search of advocacy strategies that apply to your specific industry, then you’ve come to the right place. In this blog we outline strategies that will help you maximize your impact, increase engagement, and move people to the polls on your behalf.

If you're running a campaign on a tight budget and have an important story to tell, Instagram can help. Not only is it completely free, but it’s also easy to use. With more than one billion monthly active Instagram users, it would be wise to get on the “Instagram train” now!

We often find that a digital advocacy campaign is expected to meet multiple organizational goals at once. Unfortunately, you can’t really have it all. So how do you choose an objective and what digital strategy is likely to achieve it?

When you are setting up your digital campaign budget for advocacy, how much should you spend on digital advertising? Per unit, digital advocacy advertising is comparatively cheap – while you may spend several hundred dollars (or more) per point on TV, your cost per thousand impressions (CPM) can be as little as a dollar or two for digital advertising. That means that digital advertising can be a fantastic way to reach out to supporters and promote your advocacy campaign when you’re working with limited dollars.

Today, we’ll talk about a little-known but very powerful tool for advocacy campaigns - the Youtube Brand Lift Study. Standard metrics such as views and clicks are great ways to track how many people have viewed and interacted with your video ads online.