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Allyson Kapin 3 min read

Presentation: Making Advocacy Pay

What does online advocacy have to do with online fundraising? A lot. Vinay Bhagat of Convio, Yvonne Garrett, of OMP, Randy Paynter of Care2.com and Ryann Miller of Care2.com did a great presentation about the importance of understanding the link between activism and fundraising. During the webinar, these all-stars from the the nonprofit sector discussed strategies, tactics, and case studies that showed how organizations who used advocacy successfully for list growth and engagement also raised more much more money online. For example, NRDC recruited 73,000 new activists for one of their wolf campaigns through paid and organic sources. One year later, 31,000 took another action, 700 converted to donors online, and 1,325 converted to donors via mail.

The panelists also discussed the importance of activist relationship management - Recruit, Engage, and Convert.


Be thoughtful about form of ask
  • Pledge vs. contact your legislator
  • Constituent relevance
Recruit from Multiple venues in addition to your website
  • Paid online (e.g. Care2)
  • Social media
  • In the Field


  • Acknowledge returning Web visitors
  • Send tailored updates/ stories
  • Multi-channel appeals - email, text, social media


  • Campaign specific donation forms
  • Email welcome/ conversion series
  • Follow up in timely fashion with email
  • Apply filters to prioritize investment
  • Select appeals based on advocacy actions

Click here to listen and view the presentation. You can also check out slides below.



Allyson Kapin

Allyson has been named one of "Top Tech Titans" by the Washingtonian, one of the Most Influential Women In Tech by Fast Company, and one of the top 30 women entrepreneurs to follow on Twitter by Forbes for her leadership role in technology and social media. As Founding Partner of Rad Campaign, she leads the firm's client and online strategic services. For over a decade Allyson has helped non-profit organizations and political campaigns create dynamic and award-winning websites and online marketing and recruitment campaigns. She works side-by-side with her clients to meet their web needs and maximize their online effectiveness to create real world impact.