Seizing the moment – online strategy and execution for We Are Wisconsin

Seizing the moment – online strategy and execution for We Are Wisconsin

When Scott Walker and his radical cronies in the Wisconsin Senate attacked collective bargaining rights, they woke up a sleeping giant of protest. While the forces of working-class goodness didn’t win outright by retaking the state Senate, they did recall two Senate Republicans, and Scott Walker had the fight of his political life. At the center of this campaign is We Are Wisconsin – a people-powered coalition PAC fighting to make Wisconsin work for working people again.


PowerThru helped manage every aspect of the We Are Wisconsin mammoth Independent Expenditure’s online work in 2011 – from coming up with strategies that united people online and through social media, to building custom tech tools that made volunteer recruitment, online activism and fundraising a snap. We built their website, doubled the size of their email list (and then doubled again), helped them raise over $60,000 in online small dollar donations, and assisted them in turning their social media communities into a statewide political powerhouse — and we did it all in a matter of weeks, not months.

How did we do it? We worked with their team on the ground to develop the messaging for their website and email list, and set up mass emails and actions as needed. We also created unique tools for their members to use – from finding the nearest office to volunteer at, to thanking the candidates for running.

To enhance social media conversions, we created a customized welcome tab on Facebook with email signup in Facebook and maximized cross-promotions between social media outlets. And we built some custom sharing pages in Salsa using our Tell A Friend tool (read more about our PowerTools suite of apps and how to purchase) to help members recommend We Are Wisconsin’s work to their friends and family online with the push of a button – especially right after they’ve signed up, taken an action or made a donation.

To boost engagement, we also helped design default action and signup pages in Salsa that included auto-triggered welcome emails for new people customized based on HOW they joined We Are Wisconsin’s network – one version for people who sign up on the website, and one for signups via Facebook, for example.

And to boost volunteer action we synchronized data in Salsa, ActBlue and the VAN so that organizers on the ground had the best information about who had volunteered, donated or pledged to vote both online and off. We also built beautiful volunteer signup pages that directed activists online to their local offices to volunteer.

To increase donations, we built several ActBlue pages at specific key moments of the campaign – and leveraged their email list and social media to fundraise online. With the use of multiple tracking codes, we were able to tell what worked and what didn’t, to adjust on the fly.

Have more questions about how to use your online program to make a difference for your organization? Contact PowerThru today!

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