"Guide to Online Campaigning for Unions is about how to use the power of the Internet to urge union members and supporters to become online activists, and to take that action off-line in the real world. The key to online action is that everything needs to be focused on having a real impact in the real world. The book is filled with insights from the Obama 2012 campaign, as well as from non-profit marketing and of cutting edge union campaigning from Australia. Guide to Online Campaigning for Unions is a blueprint for engaging activists and prompting action. You will learn: * How to move activists down the engagement funnel and tailor online actions and content * How to optimise your web pages and email, and understand analytics to get the most out of your online campaigns * How to go from the very first stages of your online campaign to more advanced techniques and tactics While this guide has been written for unions, it would be applicable for any progressive, membership based organisation and non-profit. You can use online campaigns to supercharge your regular, on-the-ground organising or bargaining campaigns, or to empower activists to take political and policy action."

Support: Digital