What is a Digital Advocacy Strategy and Why Do You Need One? | npENGAGE

What is a Digital Advocacy Strategy and Why Do You Need One?

By on Feb 10, 2015


Digital Advocacy

The short answer: a good digital advocacy strategy helps an advocate win! And you need one if you want to avoid spinning your wheels on the way to a crushing defeat (or at least a lot of wasted time) for your organization and your issues.

A clear, practical digital strategy helps any advocacy organization or advocacy campaign understand what they need to do online and why.

It starts with a consideration of an organization’s goals, both short-term and long, but it also takes into account its resources, capabilities, strengths and weaknesses as well as those of partners, allies and opponents.

A good digital strategy helps advocates make the right decisions about digital tools to emphasize, messages to promote, content to create and relationships to build. Ultimately, the right strategy gives advocates the best chance of using channels like Facebook, Twitter, email, Instagram, websites, blogs and online advertising to reach the right audiences with the right messages at the right times to mobilize supporters, find new allies and advance a campaign’s policy or societal issues.

So how do you get one of those fancy digital strategies?

Start by joining the webinar I’ll be presenting this Wednesday at 2 PM Eastern through Blackbaud, where we’ll walk through the process of conceiving and implementing a digital strategy for practical advocacy. We’ll cover all of the topics mentioned above, with an emphasis on getting results in the real world and on integrating online advocacy with an organization’s broader communications and outreach. You’ll walk away with a clear idea of how to make digital tools work effectively and efficiently for YOUR advocacy campaigns.

Learn more about this webinar, the first in a new series of online presentations from Blackbaud. I hope you can join us!


Colin Delany is an 18-year veteran of online politics, a former staffer in the Texas Legislature, a digital strategy consultant and the founder and editor of Epolitics.com, a website that focuses on the tools and tactics of Internet politics and online political advocacy. He is the author of several ebooks, including the digital campaigning guide “How to Use the Internet to Win in 2014” and “Learning from Obama,” the definitive overview of the groundbreaking 2008 online campaign for president. As a consultant, Delany works with advocacy organizations and political groups around the world to help them leverage digital tools to achieve their communications, activism, advocacy and electoral goals.

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