Rest is essential. For most of us in the campaign and advocacy space, things started winding down in November. In this time of reduced client needs, career transitions, and a generally slower pace of work, it’s vital that we all step away from our computers, rest, and seek joy and purpose in areas outside of work.
When you’re well-rested and ready, it’s time for a reset. Here are three things to think about as your campaign enters 2023.
Is your campaign offering as much as it’s asking?
Fundraising can often be slow in Q1 of an odd year. Instead of blasting your supporters with generic asks and false urgency when little payoff can be expected, consider what you can offer them instead.
Is there a personal story worth sharing? Can you use your list to build community? Is there a resource you can share? Can you give people a new opportunity to be heard? What can you offer that people need right now?
Any grassroots donor will tell you they received countless campaign texts, ads, and emails in 2022, and few, if any, inspired them to act. When you’re only using your lists for fundraising, you’re leaving a lot of opportunities on the table.
There’s a lot of pollution in the digital campaign space, but if you’re thoughtful, your campaign communications can stand out and offer real value to supporters’ lives.
Are there ways you can build better relationships with supporters?
My team and I specialize in long-term movement building. We use digital tactics like email and text messaging to strengthen relationships with supporters, even those who will take longer than a few weeks to become donors or activists. We’ve seen that the long-term payoff is worth it.
A large majority of people who receive any single communication your campaign sends won’t convert to donate, but you’re still leaving them with an impression. How can you make those small interactions more satisfying?
One simple and effective way to build trust with supporters is to actually respond to genuine messages in the email or text inbox. Now, it takes time and attention to review these, and only some messages are worth consideration. But putting a process in place so you don’t miss opportunities is always worthwhile. When supporters take the time to send you serious questions or heartfelt personal stories, a simple reply can humanize your campaign and strengthen relationships with people who care about you and your work.
How do you want to engage with social media in 2023?
If you’re perplexed about the future of Twitter, you’re certainly not alone. For more than a decade, Twitter has been an essential part of every successful digital campaign, and now companies, candidates, and individuals are reevaluating how they engage with the app.
The upside is that the ambiguity surrounding Twitter gives you an excuse to test out those other social platforms you’ve been considering. As you’re focusing your digital strategy for 2023, think about which platforms feel most attuned to your campaign’s voice, as well as where your ideal audience members are spending their time.
It’s crucial to remember that Gen Z, millennials, Gen X, and baby boomers all use social media differently. If your campaign isn’t present in the right places and adjusting its message based on which age group it’s targeting, you’re likely to miss out on a huge segment of the online population. Just make sure your accounts are being managed by people who understand the trends and can strike the right tone.
Times of chaos and triage are inevitable. If you think through the big picture while you’re well-rested and have the time, your campaign will be ready to better withstand whatever 2023 holds.
Alesa Mackool is the founder and president of ACM Strategies, a team of strategists that specializes in helping progressive leaders and organizations build movements. To read more of her tips about digital campaign strategy, movement building, and workplace culture, connect with her on LinkedIn .
