Digital campaigning overview course

Digital campaigning overview course

A comprehensive overview of digital campaigning models, planning and best practices.
Topics Covered
  • Core principles and strategy
  • eCampaigning Models
  • Email-to-Action Best Practices
  • Retaining Supporters
  • Supporter Acquisition
  • Social Media, Mobile and Trends

This is a content-rich day that focuses on the key factors for successful e-campaigning. An optional workshop day can also be booked. Be prepared to have a head full of ideas yet a solid understanding of what to do next.

An intense comprehensive overview of digital campaigning that provides a strong framework for digital campaigning strategy, planning, implementation and continuous learning. Perfect for managers, campaigners, fundraisers, digital producers and others involved in planning and implementing campaigns via digital channels.


Digital Campaigning Overview Training
08:45-09:00 Check in: grab your name tag and say hello! You also might want to grab a cup of coffee or tea
09:00-09:30 Welcome and introduction: An overview of the training day and identify specific participant interests/questions
09:30-10:00 eCampaigning: core principles and strategy Reviewing the key principles and strategies of digital campaigning
10:00-11:00 eCampaigning Models: Most people think of digital campaigning as petitions and email letters. But it is much more than that. This will cover the key models and how they can be used to win campaigns.
11:00-11:30 Break
11:30-13:00 Email-to-Action Model Best Practices: Going through the key best practices at each step of the process: emails, landing pages and completion pages and how optimising this process is at the heart of the success of Oxfam, Greenpeace, Avaaz, MoveOn, the Obama campaign and more.
13:00-14:00 Lunch (included) & table discussions
14:00-15:30 Retaining Supporters: Supporters are most valuable when they continue to be active beyond their first engagement. While most organisations have 70-90% inactive digital supporters, there are strategies for retaining and re-activiating.
15:30-16:00 Break
16:00-17:00 Supporter acquisition: how to promote your actions so that more people find them and participate.
17:00-17:30 Participant Q&A / Discussion Time for addressing any unanswered questions, discussing the learning, etc.
17:30 End of training day
09:00-17:30 April 10-11: Campaigning Forum in Oxford (optional)
About the Trainer

Duane RaymondDuane Raymond is the founder of FairSay.  He has been a pioneer of digital campaigning in the UK and Europe since 2001 when he was Oxfam GB's first e-campaigning manager and grew the online supporter base from 5,000 to 400,000 in 3 years. He has followed digital campaigning since the early 1990s, made his first web site in 1995, used the Internet since 1989 and used computers and networks since the 1980s.

Duane is widely recognised as one of Europe's leading e-campaigning experts and pioneers. He pioneered Oxfam GB's e-campaigning activity from 2001-2004 and has been running FairSay - a campaigning consultancy - ever since. He has been called the 'leading e-campaigning guru' by Linda Butcher, CEO of the Sheila McKechnie Foundation and the 'godfather of good geekery' by Tom Allen of ActionAid International. He has works with many of the world’s leading campaigning organisations and campaigns, including Greenpeace, Oxfam, Amnesty, WWF, Make Poverty History, 1Goal Campaign and many more.

When not delivering trainings, he is analysing campaign performance, helping craft campaigning strategies, working hands-on as part of a campaigns team, organising the annual eCampaigning Forum events (since 2002) and being the benevolent dictator of the 1,800+ campaigner strong eCampaigning Forum global community.

Get a Masters in Media, Campaigning & Social Change

The University of Wesminster (London, UK) runs a Masters in Media, Campaigning & Social Change. they are accepting applicants for new intakes now.

This course is particularly relevant if you want to start, or to progress, a career in communications and campaigning for social change, whether in a charity or non-governmental organisation; in a public sector body; in a political party or election campaigning setting; or even in a corporate social responsibility role. It could also be a stepping-stone towards a PhD and an academic career in this growing field of study. For more information, please contact the course enquiries team or joint course leader Michaela O’Brien at

by Duane Raymond published Jan 31, 2013,