Sustaining engagement takes more than you think

Great campaigns keep people engaged. Interacting with respondents is about more than just keeping in constant contact. Engagement and more to the point sustained engagement is about keeping a campaign population active and providing them with different opportunities to be involved. Consider for a moment a misguided campaign that simply asks for money once a week for a year. Assume that the campaign strategy involved sending out a weekly message via a few different channels asking for a contribution. Campaign effectiveness would spike in the first few weeks and flat line by week 52. The campaign would be better off focusing on a series of planned events that had an ebb and a flow vs. trying sustain the same level engagement via the same message for an entire year.

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