Internet advocacy is the use of online tools to move your advocacy agenda, whether it’s getting the facts about a problem, communicating with supporters and allies, mobilizing action, getting your message out, creating a forum for discussion, raising funds, reaching the media, or educating the public.
All of these activities can be accomplished through two basic Internet tools: e-mail and a website. The key is knowing when and how to use these tools—individually or in combination—most effectively to achieve your goals. With e-mail you can reach and communicate with large numbers of supporters and potential supporters, especially when backed by a website that provides additional information and opportunities for people to get involved.
This chapter focuses on using the Internet for public education, discussion, and action. For information about how the Internet can support your research and media efforts see the Getting the Facts and Media Advocacy sections.
It’s fast. You can use e-mail to send information to hundreds—even thousands—of supporters with the touch of a button, and they can forward it to others in an instant. You can use it for last-minute reminders to attend an important hearing or to organize a community-wide response to a crisis.
It’s inexpensive. There may be instances when you need to spend time and money copying flyers, stuffing envelopes, and mailing materials. But you can also post to your website information that people can read online or download and print on their own. The cost of getting online—hardware, software, and website space—is less than a few years ago, particularly if you are a nonprofit and can get the technology donated. More on this below in How much will it cost?
As soon as you begin planning your campaign, think about the value of establishing a web presence. Acquire domain names and tie them as closely as possible to your key message or to popular phrases associated with your issue. If there’s a reference to your issue that has currency in the media—and isn’t already in use by another organization—seize it; it will help in attracting attention from the media and other audiences. Software tools can allow you to track online activities and compile data that documents growing support for your issue.
Email is an excellent way to reach a variety of audiences, to keep your constituents aware of your activities, enlist support, and share successes. Early on, you should consider ways to expand your email lists through the use of viral action tools, which provide tell-a-friend capabilities to spread your message beyond your initial email lists and thus enlarge your constituency. Remember that the success of your campaign will often rely on successfully engaging several different audiences, not all of whom will be online. Your communications strategy should integrate online and offline efforts so that you reach the broadest audiences and potential supporters (legislators, media, advocates, community residents, etc.) as possible.
When you’ve developed the strategy, you can use the Internet at anytime and at any point in an advocacy effort. Use it to: