eAdvocacy Training Handout

eAdvocacy: Building Your Base Online
Supplementary Materials and Resources

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© A.L. Chandler Consulting, Inc.

Assessing Your Current Audience
Website Audience Metrics

Questions to Ask about your Metric Description
Current Web Audience
What is the size of your web audience?
How many living, breathing Unique Visitors (not This is the number of actual
human beings are coming to hits or just visits) individuals that visited your website
my website every month? as opposed to hits (which simply
count files served, including images)
and visits (which don’t adjust for
repeat visitors).

How do visitors find my website?
Are they typing my URL Referral Source Indicates how a web visitor got to
directly into their web your website:
browser? Are they following  By typing your website
a link from another website, address into their web
or maybe an email, Twitter browser
message?  By clicking on a link (from
another website, email
message, or twitter message)
 From a search engine

Are they finding their way to Top Keywords and For web visitors who found their way
my site from a search Phrases to your website from a search
engine? If so, what are they engine, what keywords or keyword
typing into the search box phrases did they type into the search
that ultimately leads them to box? You should generally identify
me? the top 5 and track their changes
over time.

How engaging is my website content to visitors?
When people visit my Average Page Views The total number of page views
website, do they come to my divided by the total number of
homepage, get nauseous and visitors over a specified time period.
then leave? Or do they hang
out a bit and look around?

Besides by homepage, what Most viewed pages What are the pages most viewed on
other pages on my website your website. It’s generally good to

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do people tend to view the track the top 5 pages over time.
most?

What documents do people Most downloaded What documents are downloaded
download the most? documents the most by your web visitors. It’s
generally good to track the top 5
downloaded documents over time.

Where are my web visitors geographically located?
Are they in my city, in Geography Where are your web visitors
California, or in Bangladesh? geographically located? In tools like
Google Analytics, you can drill down
all the way from the country level, to
the state and city levels.

Tools for Measure your Website Audience
To get the Web analytics for your website, you should contact your webmaster, IT department, or the
company that hosts your website. Sometimes, these statistics are “server-reported” statistics available
from your web host versus those obtained from “tagging-based” services. The most robust analytics
tool that is available for free is Google Analytics (available at http://www.google.com/analytics/).
Server-reported statistics are generally inferior and often prone to inaccurate counting. If you’re relying
on server-reported web data, you may want to consider transitioning to a tagging-based service like
Google Analytics. See below for more explanation of these types of tools and popular vendors.

There are basically two types of web statistics tools:

Analytics Tool Vendors
Basic Tools
 AWStats
1. Log-File Analyzers (Server-Side Data  Webalizer
Collection): statistics packages provided by  Mint
shared web hosting providers.
2. These tools are typically accessed through
your hosting provider.
3. They are generally inferior to more advanced
Tag-Based packages like Google Analytics

Advanced Tools  Google Analytics (free)
 Webtrends
1. Tag-Based Analytics (Client-Side Data  Omniture SiteCatalyst
Collection): Javascript page tags collect data

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via a website visitors’s web browser. The
tags, also called “beacons” are placed on How to install Google Analytics
each page of your website, and http://www.google.com/analytics/education.html

Email Metrics
These data should be available from your Email Service Provider (e.g. Constant Contact, Vertical
Response, MyEmma, etc.). You should review these statistics for the current month and last 6 months
to identify trends.

Initial Email List Assessment:
 How many email addresses are in your list?
 How many are bad addresses (undeliverable)?
 How many people on your list are from identifiable organizations (work addresses)?
 Where did the majority of my email list subscribers come from (website, event sign-ups, conference,
business cards, etc.)?

Questions to Ask About Your Email Metric Description
Audience
N/A Messages Sent The total number of messages sent for a
particular mailing
When I send out an email, how Bounce Rate Percentage of email messages in a mailing
many bounce because I’ve got a bad that was undeliverable due to bad
address in my database? addresses. Total messages sent minus total
email messages that bounced equals the
total messages delivered.
When I send out an email blast, how Unsubscribe Rate The percentage of email message
many people subsequently recipients who unsubscribed from your list
unsubscribe from my list? out of all email messages delivered

Of those who receive my email, how Open-Rates The percentage of email messages in a
many actually open it? mailing that were opened of those that
were delivered.
Of those who open my email, how Click-Through The percentage of email messages that a
many are interested enough to click Rates user clicked a link in of those that were
on a link in the message either to delivered.
read something or respond to a call-
to-action?

Of those who click in a message and Response Rate Of those who clicked through on a “call-to-
reach my website to take an action (also called action” email (total click-throughs), how
that I’ve requested of them, how conversion rate) many took the requested action (whatever
many actually take the requested you asked them to do)
action?

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Facebook Metrics

The metrics described below are available through the Facebook Page Insights analytics tool.
Facebook Insights measures user exposure, actions, and behavior relating to your Social Ads
and Facebook Page. To learn how to access Facebook Page insights for your Facebook page,
follow this link: http://www.facebook.com/help/?page=915#!/help/?page=1030

Questions to Ask About your Facebook Audience Metric

How many people are fans of your Page or have indicated they “Like” it? Total Likes (formerly fans)
An interaction occurs when a fan writes on your Wall, comments on your Total Interactions
posts, or likes your content
How many comments were made on your facebook page? Comments
How many new fans/likes has your page received in the past month? New fans
How many people have chosen no longer to be a fan or “like” your fan Unsubscribes
page?
How many times has your Facebook page been viewed? Page Views
How many individual people have viewed your Facebook page? Unique Page Views
How many times have your Facebook photos beens viewed? Photo Views

Twitter Metrics

There are several tools for analyzing your Twitter audience and mentions of your organization
or Tweets on Twitter.

 Graph Edge: http://www.graphedge.com/
 Twitalyzer: http://www.twitalyzer.com/
 Twitter Counter: www.twittercounter.com
 Tweetstats: http://tweetstats.com/
 Twitter Analyzer: http://twitteranalyzer.com/
 Tweeteffect: http://www.tweeteffect.com/

Metric Description
Total Tweets Your total tweets
Followers Your total followers
Unfollows The total number of followers who opt to no longer follow
you. Check out Graph Edge to track this metric.
Follower Growth Rate The increase in your followers over a specified time frame
(e.g. monthly)

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Total Retweets The total number of your tweets that others have re-
tweeted to their followers
Follower Retweet The percentage of your total re-tweets that are tweeted by
Percentage those following you versus those who are not currently
following you.

Benchmark Metrics
Benchmark

1. These data are summarized for a non-random sample of nonprofits of varying size mailing lists and
missions and tend to come with the following caveats: 1) small sample size; 2) vendor bias; 3) use
different non-comparable summary measures (average vs. median, etc.)
2. Nonprofits with smaller email lists tend to have higher benchmark performance on average

Benchmark Metric eNonprofit Benchmark Studya Convio Online
2009 Average per Mailing Benchmark Studyb
2009 Average
Email Benchmarks
Annual List Growth 51% (n=31) 27% (n=499)
% of Email List that is Unusable 44% of email lists were
unusable in 2009 (back
email addresses or
unsubscribed)—lower for
membership orgs
Email Newsletter Open-Rates 14.5% (average) 20% (median) (n=420)
Newsletter Click-Through Rate 2.5% 3.3% (median) (n=420)
Unsubscribe Rate .25%
Web Benchmarks
Unique Visitors ~11,000 (n=166)
Email Sign-Up Rate per Month ~2% (down from 3% in
(of total unique visitors) past few years)
Advocacy Benchmarksa
Response Rates 4%
Page Completion Rates ~80% (generally lower for smaller
email lists)
Facebook Benchmarksc
How often do orgs post on average 6 times per week
Facebook
Subscriber (fans/like) Growth 3.8% average per month
Unsubscribe rate (fans/like) Average 2% per month (removed
themselves or hid news feed)
Page views per week (per 100 10

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Benchmark Metric eNonprofit Benchmark Studya Convio Online
2009 Average per Mailing Benchmark Studyb
2009 Average
fans)
Unique page views per week 2
(per 100 fans)
% Fans Views per Org Page ~.5% of a pages fans viewed a
Post page per Org page post
Average weekly Fan Rate 2.5%
(number of actions per fan per
week)
Twitterc
How often do orgs post on 4-5 times per day
Twitter
Subscriber (follower) growth 9% per month
Sources:
a
See 2010 eNonprofit Benchmarks Study: An Analysis of Online Messaging, Fundraising and Advocacy Metrics for
Nonprofit Organizations (2010), M+R Strategic Services and NTEN
b
See The Convio Online Nonprofit Benchmark Study (March 2010), Convio
c
See 2010 Nonprofit Social Media Benchmarks Study: An Analysis of Growth and Social Engagement Metrics for
Nonprofit Organizations (2010), M+R Strategic Services

General Social Media Tracking Tools
SocialToo: http://www.socialtoo.com
SocialMention: http://www.socialmention.com
BlogPulse: http://www.blogpulse.com
PostRank: http://www.postrank.com
BoardTracker: http://www.boardtracker.com
Xinu Returns: http://xinureturns.com

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Online Presence
Facebook: Add the Static FBML Page and Designate Your Landing Page

1. Add the Static FBML App

The tabs at the top of your Facebook Fan Page are apps. Some, like your wall and photos are built into Facebook.
Others are essentially plug-ins where fans can view external content, like YouTube videos, Flickr photos, etc.

The app you need for your custom page is called “Static FBML,” located here. If you’re logged into Facebook, you
can add it to your Page. It is essentially a blank canvas where you can add whatever content you want, including
custom graphics and links via standard HTML.

2. Set Up Your Tab

Once you’ve added the Static FBML app, click “Edit Page” below your company’s profile image. This will bring up all
your settings and apps. Look for the FBML app and click the “Application Settings” link.

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The app can function in two ways: As a set of boxes, or as one dedicated profile tab. If you’re building a splash
page, you’ll probably want to use it as a tab, so go ahead and make sure that the “Box” setting is removed, and the
“Tab” setting is added. You can always experiment with boxes later if you find them more useful.

3. Add Your Content

Once you’re in tab mode, go back to your settings and click the “Edit” link under the Static FBML app. This opens a
standard text field where you can add your content.

“Box Title” will be the name of your tab, so you’ll want to change it to something appropriate, like “This Week’s
Deals,” “Special Offers,” or simply “Welcome,” depending on how you plan to use your Page.

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The main text field is where your content goes, and you can add standard HTML to the page as you would any
website, including images, text, links, and other formatting. No need for HTML, BODY, or HEAD tags.

Note that your images must be hosted elsewhere (on your company’s website, for example) and only referenced in
your HTML code.

4. Make It the Default Landing Page

If you want this new tab to be the “face” of your business Fan Page, head back over to your page settings and edit
your “Wall Settings.” There is an option for “Default Landing Tab for Everyone Else.” From that menu, select your
new tab.

SOURCE: http://mashable.com/2010/02/22/build-facebook-landing-page/

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Facebook: Add an Email Sign-Up Form to Your Landing Page

Do you want to add an opt-in email form to your site? In the search pane, type in “Static FBML”
and then click on the application. Once you are on the application’s page, click on the link in
the upper left that reads “Add to my page” → then a pop up menu will appear prompting you
to select your page → after selecting your page, go to your business page and click on the link
under your profile photo that reads “edit” → from here you click on the “static fbml”
application and click edit → copy and paste the code given to you from your email marketing
company → save your settings. Once you have saved the code, go back to the main page and
click on the + sign at the top of your page and from here you can add the tab for your form. If
you use Vertical Response, they have a video tutorial highlighting the process – should only
take a few minutes to set up.

Twitter

 Create a custom twitter background that reflects your organization’s mission and brand
 List the twitter handles of the staff contributing to your orgs feed
 Create a twitter list of your organization’s staff, partners or supporters
 Use twitterholic to connect with the top 50 tweeters in our city
 Build real relationships by replying, retweeting and joing discussions, especially with those who
tweet about your issues
 Make your tweets retweetable
 Recruit new staff and volunteers via Twitter
 Monitor your organization’s name on Twitter
 Piggyback on Twitter’s trending topic if they are related to your issues or cause
 Promote an event, campaign or movement with twitter hashtags (#)
 Start, organize and join conversations on Twitter with hasthtags
 Empower your followers with actionable information in support of your mission
 Organize a Tweetup
 Use bit.ly to track effectiveness

YouTube
Use the YouTube Nonprofit Program to Create Money for Advocacy

 Premium branding capabilities and increased uploading capacity
 The option to drive fundraising through a Google Checkout "Donate" button
 Listing on the Nonprofit channels and the Nonprofit videos pages
 Ability to add a Call-to-action overlay on your videos to drive campaigns
 Posting a video opportunity on the YouTube Video Volunteers platform to find a skilled YouTube
user to create a video for your cause.

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Mobilizing Your Supporters: Taking Action
An Online Mobilization Scenario

Ideally, this hypothetical messaging strategy for mobilizing a set of supporters would be integrated
across all of your messaging tools (Facebook messaging, Twitter, Blogging/RSS Feed, etc.). Email,
however, would be the central vehicle. Messaging on Facebook, Twitter and your blog/rss feeds would
be more informal in tone, smaller and punchier, and would lead back to your website for more
information. Those audience members should all be encouraged to sign up for email.

Timing Goal Email Message
8 weeks out from Inform our audience about the problem, the  Problem
legislative vote policy and pending vote.  Policy
 Vote in 8 weeks
Call-to-Action: Tell 3 friends about this issue and  Take Action: Tell-a-
the need to act Friend

[REPEAT for each week of
messaging: More informal
message added to
Facebook; compelling
headline with a link on
Twitter; full message
posted to your blog with a
compelling headline]

6 weeks out Inform your audience about the politics of the  Create sense of urgency
policy (Who the bad guys are). to act
 Give sense of the
Update them on what the campaign is doing: political players and
getting endorsements, speaking engagements, their latest
meeting with legislators, gathering allied maneuverings
support.  Provide campaign
updates
Call to action: write your legislator, or tell-a-  Remind about the vote
friend in that legislator’s district. in 6 weeks
 Take Action: Write
these legislators and
urge them to act

REPORT BACK: Tell your
supporters what happened.
How many letters were
sent? Declare victory and
positively spin the results.
Forge ahead.

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4 weeks out Create a greater sense of urgency and report on  The vote is rapidly
the variety of campaign activities underway. Set approaching and we
explicit goals to have impact over the next week. need to rachet up our
efforts
Call-to-Action: Make clear in your calls-to-action  Discuss media
this month that you want your supporters to coverage, new
strive for specific goals. For example: 1) We endorsements, new
want 200 people to attend a rally two weeks tactics being pursued
out; 2) We want to generate over 300 calls to on the inside
these target legislators, etc.  Emphasize emerging
priorities of the
campaign (e.g.
fundraising, more
phone calls, etc.)
 Take Action: Help us
generate a rally of 200
people; or, help us
generate 300 calls to
these legislators from
their constituents

REPORT BACK: Tell your
supporters what happened.
How many people attended
the rally with ample
photographs posted on the
website? Describe the
number of calls generated
and if possible pull out a
story of a particular
supporter. Declare victory
and positively spin the
results. Forge ahead.

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3 weeks out Update on building momentum and pending  Our campaign
campaign goals. Provide an update on the momentum is building
political situation. Provide quotes from with just 3 weeks left
supportive and opposing legislators. Frame the until the legislative
opposition more stridently (or the failure to act vote
of uncommitted), Provide additional media  Overview of the politics
coverage. of the policy
 Media Coverage
Call-to-Action: Whatever is crucial at this  Take Action:
juncture from an organizing standpoint (e.g. join
a rally in front of the statehouse; write a letter to REPORT BACK: This was
the editor) what you all achieved and
helped us move closer to
our goal which is getting
the vote we need in 3
weeks.

2 weeks out Taking stock of the campaign. What we need to  We’re in the final
win. Help us get there. stretch
 How many votes do we
Call-to-Action: Whatever is crucial at this need
juncture from an organizing standpoint (e.g. join  This is what we need to
a rally in front of the statehouse; write a letter to get those votes
the editor)  Take action: to help us
get those votes

1 week out Create urgency regarding the vote this week.  The vote is this week.
Emphasize what’s need for victory and make a  Who are the hold-outs
strong cal-to-action that we need to win
 We must act now or
Call-to-Action: Whatever is crucial at this never.
juncture from an organizing standpoint (e.g. join  Please take the
a rally in front of the statehouse; write a letter to following actions and
the editor) make your voice heard.

After Deadline Has Postscript: Victory or Live to Fight Another Day Victory or The Fight Goes
Passed On…
Explain the vote and its outcome. Declare Declare victory (or declare
victory if the goal is accomplished. Declare that this is the first battle in a
the fight goes on if not. Create a sense of long war)
continuity going forward. Thank supporters for their
amazing efforts to carry to
victory (or note the support
shown is a victory in its
own right)
Congratulate the legislators

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who carried it to victory (or
note the legislators for
whom this vote will haunt
them)

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