Over the past 3 years e-campaigning has really taken off. We've seen a huge increase in the number of groups using to the Internet to effectively mobilise supporters, and a huge increase in the number of people engaging in issues online. So what's it all about?

One of the big driver's has been a real shift in the thinking about the benefits of e-campaigning. While the primary reason groups should e-campaign is the potential to change policy, there is also a growing acceptance that e-campaigning can help to recruit new supporters, define or re-define a group's brand, increase public profile, and raise money. And why not? If you're all about changing policy, you should also leverage the other benefits of e-campaigning at the same time. Just don't lose sight of the primary objective!

E-campaigns can convey a sense of outrage and urgency. By giving all of your supporters the opportunity to take action you will strengthen the relationship you have with them as well opening up opportunities to bring new people on board. Get your supporters to feel like they are part of your organisation rather than just campaigners - or donors - and it's more likely that they will stay with you.

Recent US benchmarking statistics (taken from NTEN's 2008 eNonprofit Benchmarks study) tell us that 14% of campaigners are likely to donate and 8% of donors are willing to campaign.

But there is a risk...

The one thing you shouldn't do is 'e-campaign because you can'! Like any other area of communications, you need start with good strategy and good planning. What's the point of investing resource in recruiting new supporters if you don't have an ongoing plan to keep them engaged? Will the campaign you're running really be helped by online activity? Is the structure of your online campaign 'ask' aligned with the objective - e.g. if you are trying a specific tactic to grow your list have you picked the 'right' issue?

Bottom line.... e-campaigning can deliver huge benefits across your organisation, but start with strategy and involve all of the decision-makers that can help 'join up' your online campaigning.

And finally...

Several years ago, e-campaigning was an after-thought for many organisations. It's all change now. One of the big drivers of investment in this area is the ability of the campaigns teams to get buy-in from other areas within their organisations. Build a good plan to bring marketing, media, web, and policy teams on board. Then keep them on board and make sure that they are integrated in your e-campaigning strategy and tactics.

And welcome to the exciting world of e-campaigning!

jonathan@advocacyonline.net

Jonathan Purchase is Head of Client Services and Support at Advocacy Online, a leading provider of e-campaigning technology and services.