When an issue arises in government that requires fast mobilization of your advocates, you typically blast them with an urgent email call-to-action. And then, you wait and watch the letters roll in.
If you're hoping for a silver bullet that super-charges your next advocacy campaign, this is not the blog post for you. Rather, this is a case of common-sense assumptions proven true thanks to segmentation, analytics and a little technology.
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Your advocacy campaign is missing a critical component. You've spent thousands on message testing, a microsite, banner ads, TV spots, and a team of consultants. Your media team placed fantastic letters to the editors of newspapers, which unfortunately couldn't be tracked.