Activism always exists under the influence of limited resources. As practitioners we're constantly concerned about using these limited resources in the most impactful way possible. How do we ensure that each email we send meaningfully advances our organizational goals? What tactics do and do not work in online advocacy?
Download the full report, Experiments in Online Advocacy
We can answer these questions with experiments. Over the last two years, we've partnered with progressive advocacy groups to design, implement, and analyze experiments in their own email campaigns. We aimed to assist these organizations in determining which tactics yield the most value out of their e-mail list, whether that be opens and click-throughs, actions taken, donations, or list growth and retention.
This program has included over five million emails sent to a combined 1.4 million individuals. We're making all of this research publicly available. We hope that this paper demystifies the process of running email tests and inspires you to answer big research questions with your own email programs! You can read or download below.