CSPI also wanted to learn more about their advocates with the aim of strengthening the advocate experience and improving recruitment targeting.
In 2019, the Center for Science in the Public Interest (CSPI) ran 70 online advocacy campaigns. Those campaigns targeted federal, state, and local policy makers and generated over 350,000 actions. While they were making strides for food safety and child nutrition policy, CSPI also wanted to learn more about their advocates with the aim of strengthening the advocate experience and improving recruitment targeting.
Raise the Roots and CSPI began learning more about advocates by creating a simple approach to categorizing action alerts. Each action alert was assigned one or more categories using Engaging Networks' attributes. That allowed us to put advocates into profiles based on the category of actions they had participated in. With advocates in profiles, CSPI could target alerts to the most interested audiences and put more resources into categories in need of more advocates.
CSPI is interested in leveraging the "Tweet to Target" pages in Engaging Networks more often in 2020. The challenge is identifying advocates who have a Twitter profile to avoid alienating those who don't. We created a saved query that grabbed advocates who had taken action on a Tweet to Target page in the past and combined those supporters with anyone who indicated they are a Twitter user through a survey.
While CSPI continues working to create the most effective and engaging advocate experience, these simple steps are important first steps everyone could benefit from.