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.
Sustaining engagement takes more than you think
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