The Importance of Follow-up and Thank You
Jess Day: I'd second what Duane has said about the importance of follow-up. I was really surprised how many organizations were not using the opportunity to communicate with supporters at their most receptive moment — and of campaign planning. The very low figures (with Duane's caveat) for re-engagement and also for overlap between lists, suggest that there is a lot of scope for improvement here.
The only point I would add is that I noticed that very few organizations used thank-you pages and e-mails to reinforce basic campaign messages. Obviously, the one-month cut-off was fairly arbitrary, but I think many campaigners forget that their supporters are not living and breathing the campaign each day the way they are themselves. A month later (or even less!) an ordinary member of the public is going to have done and read a lot of other stuff and may well not remember very clearly the details of the action they took. Follow-up messages often assumed a lot of knowledge/recollection — this is especially a problem when campaigns have nontransparent names (e.g., see if you can guess what "Stop harming, start helping" is about!).
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