M O D U L E 0

I S Y O U R O R G A N I Z AT I
OND IGITAL READ
Y?

Digital Advocacy Center Training

 GOAL OF THIS MODULE

Difference between digital marketing

and digital advocacy.

Identify which areas of training your

organization needs to run an effective
digital campaign.
 D I G I T A L M A R K E T I N G v s D I G I TAL AD V O CAC Y

PURPOSE PLATFORMS
DIGITAL MARKETING DIGITAL MARKETING
Impacting public opinions, attitudes, behaviors Website, Facebook, Twitter, Instagram, YouTube, Tumblr,
PBNs (personal blog networks for SEO), Google Ads,
DIGITAL ADVOCACY Facebook Ads, etc.
Engaging public audiences to impact a policy -
DIGITAL ADVOCACY
making process
Facebook, Twitter, YouTube (supplementary),
website/microsite, Medium/WordPress, email,
Mobile SMS

APPROACH
DIGITAL MARKETING
Blogs, online competitions, brand story videos, mass
media public service advertisements, impact reports
disseminated online, op-eds, social media content
designed to increase awareness
DIGITAL ADVOCACY
Petitions, Online to Offline gatherings, using social
media to engage the public to target decision makers
online, op-eds, blogs, videos to tell your story of change,
etc.
MEASUREMENT
DIGITAL MARKETING
Measure by reach, engagement and conversion only. i.e.
How many people did my message reach, Pre and post
polling to measure change in opinion .
DIGITAL ADVOCACY
Did I achieve my policy goal? E.g: Did the tactics impact
the ultimate outcome of the policy passing or being
implemented?
 INTRODUCTION
Before deciding whether digital advocacy is
correct for your organization, it’s important that
we go through a series a questions to determine
your organization’s readiness for digital advocacy.
In this module, we will evaluate your
organization’s Digital Strategy, Digital Capacity
and Digital Execution Ability. Completing this
questionnaire is essential for you to be able to
fully utilize the training and engage in successful
digital advocacy campaigns.
STRATE G
Y
 MODULE 1: USING DIGITAL TO WIN
YOUR CAMPAIGN

Q: Is there a precedent for digital advocacy campaigns in your country?

GUIDING THOUGHTS:

Social media is a trend in countries all over the world but unless it has been
effectively used to engage the public and to engage decision makers in advocacy
efforts in your country, it’s not considered advisable to campaign online. Answer
YES, only if you have a strong understanding of organizations in your country that
have used online campaigning for advocacy successfully. Answer NO, if your
country has no record of successful digital campaigns or if your target audience is not
online.
 MODULE 2: CREATING A POWER
MAP

Q:Have you conducted research to identify which decision-makers have the

power to advance your policy goals and which opinion leaders, influencers
and audiences can impact them?

GUIDING THOUGHTS:

Many decision makers may be using Twitter, while influencers and grassroots
might be using Facebook. Answer YES or NO depending on whether you have
researched decision makers and who influences them online.
 MODULE 3: DESIGNING A DIGITAL
CAMPAIGN

Q:Have you designed a digital campaign that identifies our targets and your
grass tops and grassroots supporters and how they can help you win your
campaign objective?

GUIDING THOUGHTS:

Many organizations don’t have a formal campaign plan for social media. Think about if you
have a guiding document for engaging online. Answer YES or NO depending on whether
you have a written campaign plan to influence your targets online.
 MODULE 4: CREATING A MESSAGING
FRAMEWORK

Q:Have you designed key messages for the audiences you have in your
campaign plan and power map?

GUIDING THOUGHTS:

Key messages are intentionally crafted to advance campaign goals and respond to
opposition messaging. Answer YES or NO depending on whether you have a messaging
document or framework to guide your online outreach.
CAPACIT
Y
 STAFFING

Q:Do you have at least one staff person who can dedicate at least half of
their time to a digital campaign?

GUIDING THOUGHTS:

Campaigning online takes time and expertise. Please answer YES if you have a person on
staff with oversight over digital or are planning to hire someone for this campaign. Please
answer NO if you do not have any such position and are not hiring for one.

NOTE: If this staff member completes the DAC Training program, he/she will be much better
prepared to handle online advocacy.
 MODULE 5: MANAGING CONTENT
AND COMMUNITY

Q:Are you ready to build a community and solicit feedback about your
organization and/or issue from the broader public community?

GUIDING THOUGHTS:
Using social media for your advocacy campaign means that the public will have the
opportunity to engage with your arguments and asks. Some of this might be positive but a
lot of it will also be negative. Your community manager and team must be willing and able
to engage with these people online. Engaging with the feedback may entail
explaining your case, educating people as well as modifying approach to suit public
demand.
 MODULE 6-9: P LAT F O R M S AN D
C HAN N E LS

Q:Have you identified 1-2 key social media outlets or platforms to start with?

GUIDING THOUGHTS:
Modules 6 & 8 focus on Facebook, while 7 & 9 focus on Twitter. Answer YES, if you have
the basics already set up or know if either platform you will be using is Twitter or
Facebook and NO if you are yet to identify key platforms.
EXECUTIO
N
 MODULE 10&12: PLATFORMS AND
CHANNELS

Q:Do you have written or visual content for your platforms & channels? ?
Is there a petition to drive public support and deliver to targets?

GUIDING THOUGHTS:
One of the most important components of your online campaign will be your content. If you
answer NO, these modules will take you through the content development process.
 M O D U L E 1 1 : MO NI T O RI N G I NDI CAT O R S
OF SUCCESS

Q:Monitoring and Analytics are the most important ways to see if you are hitting
your campaign goals. Do you have Key Performance Indicators (KPIs) and a
method to track them?

GUIDING THOUGHTS:
The best way to improve and advance a campaign is testing tactics against indicators of
success, if you don’t have a method to evaluate tactics you can’t know what is working . If
you answer NO, this module will take you through setting up indicators of success and
how to monitor them with analytics.
 MODULE 13&14: LOBBYING FOR
POLICY AND
INF LUE NC ING POLI CY
I M P L E M E N TAT I O N

Q:The end goal of a digital campaign is policy passage and/or policy

implementation. Do you have a clear understanding of how to use digital
for these goals?

GUIDING THOUGHTS:
Digital platforms can be distracting. Without a clear strategy and method to influence
policy and implementation, you can spend a lot of time with little to show for it. Only
answer YES, if you have a clearly developed digital policy strategy. If you answer NO,
these modules will take you through how your digital campaign can impact the policy
process.
 EXERCISE

The worksheet helps you figure out which training modules you need to study and which one you
don’t need. Mark the modules as yes/no and use the comments column to note exact details
about you and your team’s capacity. You are encouraged to study all the modules
irrespective of your level of expertise on a topic.

Instructions: Fill in the table below as accurately as possible and in consultation with you team.

IS YOUR ORGANIZATION READY TO CAMPAIGN ONLINE?

YES NO Notes

Have other advocacy organizations had success with social

media in achieving policy change in your country?
Have you conducted research to identify which decision-makers
have the power to advance your policy goals and which opinion
leaders, influencers, and audiences can impact them?
Have you designed a digital campaign that identifies your targets
and your grasstops and grassroots supporters and how they can
help you win your campaign objective?
NEXT STEPS You have now completed MODULE 0 of 12 of Track 1.
You can move on to Module 1. Module 0 was compulsory.
: Use this table to navigate through the remaining Track 1 modules

TRACK 1: MODULES STATUS

0: IS YOUR ORGANIZATION DIGITAL READY? COMPLETE
1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN
2: HOW TO DESIGN A DIGITAL CAMPAIGN
3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN
4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN
5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE
6: HOW TO CREATE & USE A FACEBOOK PAGE
7: HOW TO CREATE & USE A TWITTER ACCOUNT
8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS
9: HOW TO USE FACEBOOK INSIGHTS
10: HOW TO USE TWITTER ANALYTICS
11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS
12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL
THANK

YOU