DEDAC: Designing Digital Advocacy Campaigns for Nonprofit Organisations
This publication aims at sharing the results of the Erasmus+ project DeDAC - Designing Digital Advocacy Campaigns, co-funded by the Erasmus+ Programme of the European Union under the Grant Agreement no.2020-1-IT03-KA105-018168 and implemented by 7 nonprofit organisations: Akira, AR Vocational and Investment Solutions (ARVIS), Fundacja na rzecz edukacji - SMART, ProQvi, Institute Perspectives, Vsi Inovaciju Biuras and Youth Empowerment Center. The document collects: - successful practices of digital advocacy campaigns carried out in Bulgaria, Greece, Italy, Lithuania, Poland, Romania and Sweden; - techniques and tools to design digital advocacy campaigns; - sample campaigns created by the participants in DEDAC Training Course.
This publication aims at sharing the results of the Erasmus+ project DeDAC - Designing Digital Advocacy Campaigns, co-funded by the Erasmus+ Programme of the European Union under the Grant Agreement no.2020-1-IT03-KA105-018168 and implemented by 7 nonprofit organisations: Akira, AR Vocational and Investment Solutions (ARVIS), Fundacja na rzecz edukacji - SMART, ProQvi, Institute Perspectives, Vsi Inovaciju Biuras and Youth Empowerment Center.
The document collects:
- successful practices of digital advocacy campaigns carried out in Bulgaria, Greece, Italy, Lithuania, Poland, Romania and Sweden;
- techniques and tools to design digital advocacy campaigns;
- sample campaigns created by the participants in DEDAC Training Course.
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The message: the power of a story
The message of any campaign, in order to be understandable
and successful, must have a number of characteristics:
● User insight - is the situation from which the story starts;
● Value proposition – it is the solution to the problem or the
answer to the need;
● Reasons to believe - the credibility of the proposal.
Furthermore:
1. It must be short (at most 5/8 words);
2. It must be easy to remember;
3. It has to be unique;
4. It must be made up of simple words or common expressions;
5. It must aim straight at the target and be easily understood;
6. It must be original.
A unique journey
The customer journey is the process that characterises the
interaction between consumer and company. This "journey",
which starts with the need for a product/service, ends with the
purchase. The various stages of the journey, online and offline,
are called touchpoints.
Five key moments of the customer journey have been
theorised:
Acquisition: the consumer, according to this model, is aware
that he can find in a product the solution to his problem or the
answer to his need. The product is made by one or more
companies and the consumer has become aware of it through
different channels;
Activation: the product becomes familiar and therefore
recognisable in the wide range of products on offer;
Retention: This is the phase in which the consumer has to
choose between different brands, with product characteristics
DIGITAL ADVOCACY CAMPAIGNS FOR NONPROFIT ORGANISATIONS 37
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