American Diabetes Association (ADA)

The ADA has greatly increased involvement and participation of its overall online constituency by employing a variety of tools and best practices. When used together for a comprehensive online strategy, these Internet tools and techniques can help any organization to develop stronger online relationships with constituents and drive higher response rates to advocacy programs.

Online systems were insufficient to support goals: multi-step, manual processes for constituents to contact correct legislators, and actions alerts were only text-based and did not include any personalization

No way to determine the success of its online campaigns: lacked a system to track responses to action alerts, numbers of messages generated, or activity levels and retention of online constituents

Selected Convio Advocacy to build a strategic online advocacy center, enabling ADA to:

Segment advocates and target them with email communications based on their geographic locations and interests
Track which advocates take action on which alerts, making it easier to acknowledge past actions and build ongoing relationships
Gauge advocacy campaign effectiveness by measuring response rates and tracking responses based on different constituent segments
Cross-market to its constituents using a single online database that combines fundraising and other volunteers with advocates, and reaches across the different groups served by the organization

Online advocates generated more than 180,000 emails and faxes in 2004

Email response rates reached 10% on average

Overall campaign response rates averaged more than 25%