Our friend Duane Raymond at FairSay wrote a great article outlining the critical elements of online advocacy and campaigning. Email tops the list, followed by your Website, your campaign savvy and the quality of the actions you ask your constituents to take.
Here's an outline of the article (full article here)
The critical elements
1) Email communications (the most important and powerful tool)
2) Your website: enabling people to do things and attracting new supporters
3) Expertise: develop it or hire it - but don't ignore it
4) Campaigning actions: you need things for people to do
Beyond the essentials
5) Tracking and Analysis: knowing what works, what doesn't work and why
6) Time: having the time, effort and focus to deliver a campaigning action
7) Budget: to spend on creative content, promotion and/or external help
8) Plan: how your online contributes to your offline
9) Feedback channels: listening to supporters and learning how to engage them
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