Is your online campaign going to succeed?
Monday, July 12th, 2010 by Michael CervinoThe notion that list growth, fundraising and/or advocacy is “a campaign” with a finite start and end date is something of a misnomer. There are rare, exceptional cases where a perfect storm aligns in which a campaign succeeds spectacularly. In these cases when people have a deep personal concern about a policy problem that is covered in the media (or emerging in the media), the marketplace is ripe for a campaign. That personal concern is highly motivating, critical to a campaign and something we think of as the “Do I Care” factor.
When the “Do I Care” of constituents meets with a spectacularly simple, compelling campaign message and call to action, rapid and radical growth is possible. This “perfect storm” is truly for the vast majority of organization. For most, the break-through campaign is difficult to achieve and not necessarily something that their online marketing strategy should be based. Fortunately, the experiences of the past have taught many organizations that the “online (more…)
