Digital is a tool, not a strategy
Digital tools—email, social media, websites—are means to an end. They’re not organizing by themselves. A big Twitter following isn’t power. A large email list isn’t a victory.
Digital works when it supports real-world action: getting people to vote, show up, donate, volunteer, take action.
Why email matters
Email is still the most reliable way to reach supporters. Social media algorithms decide who sees your posts. Email goes directly to inboxes.
Building your list
Collect emails everywhere:
- Website signup forms
- Event registration
- Petition signatures
- In-person conversations
Every interaction is a chance to add someone to your list.
What to send
- Regular updates — What you’re doing, why it matters
- Action alerts — When you need people to do something now
- Fundraising asks — Specific requests with deadlines
- Event invitations — Get people showing up
- Thank yous — Recognition and appreciation
Best practices
- Write like a human, not a robot
- One email, one ask
- Make it easy to take action
- Mobile-friendly design
- Respect unsubscribes
Frequency
More than you think. Most organizations under-email. Once a week is not too much if you have something to say.
Social media
Choose your platforms
You don’t need to be everywhere. Pick platforms where your audience actually is.
- Facebook — Older demographics, event promotion, community groups
- Instagram — Visual storytelling, younger audiences
- Twitter/X — Media, journalists, political junkies
- TikTok — Young people, viral potential
- LinkedIn — Professional networks, certain advocacy
Content that works
- Behind-the-scenes — People like seeing the humans
- Victories — Celebrate wins, show progress
- Stories — Individual supporters, community members
- Calls to action — Clear asks with links
What doesn’t work
- Posting once and expecting results
- Being overly polished and corporate
- Posting without engagement strategy
- Expecting social to replace real organizing
Engagement
Social media is social. Respond to comments. Engage with related accounts. Build relationships.
Websites
What your website needs
- Clear value proposition — Who you are, what you do
- Email signup — Prominent, easy to find
- Donation page — If you’re raising money
- Upcoming events — What’s happening next
- How to get involved — Clear pathways
What your website doesn’t need
- Clever navigation
- Auto-playing video
- Walls of text
- PDFs nobody will read
- Stock photos of handshakes
Mobile first
Most visitors are on phones. Design for mobile, then scale up to desktop.
Online advertising
When to use ads
- Reaching new audiences
- Event promotion
- Fundraising pushes
- Specific targeting
Platforms
- Meta (Facebook/Instagram) — Targeting, broad reach
- Google — Search intent, specific queries
- YouTube — Video content
- Programmatic — Display across the web
Budget realities
Local campaigns have limited budgets. Be strategic. Target narrowly. Test and learn.
Online-to-offline
The goal
Digital should drive real-world action:
- Email → Event attendance
- Social post → Petition signature
- Website visit → Volunteer signup
- Online fundraising → Dollars raised
Measuring what matters
Track conversions, not vanity metrics. How many people took action? Not how many saw the post.
Privacy and security
Respect privacy
- Don’t share supporter data without consent
- Be transparent about how you use information
- Honor unsubscribe requests immediately
Security basics
- Use strong, unique passwords
- Enable two-factor authentication
- Be careful with shared accounts
- Watch for phishing attempts
Common mistakes
Thinking digital replaces organizing
Digital is a tool for organizing, not a substitute. You can’t tweet your way to a win.
Vanity metrics
Followers, likes, impressions—these feel good but don’t necessarily translate to power.
Inconsistency
Posting sporadically is worse than not posting at all. Be regular or don’t bother.
Ignoring your list
The people who gave you their email address are your most engaged supporters. Don’t neglect them.
Over-automating
Automation is useful, but people can tell when they’re talking to a robot. Keep the human touch.
Getting started
- Set up email collection on your website
- Choose 1-2 social platforms and commit to regular posting
- Send a weekly email update
- Track what drives real action
- Adjust based on what works