Ecampaigning Overview

An comprehensive overview of e-campaigning models, planning and best practices.


5 Oct 201610:00 - 17:00 Ufafabrik BerlinTicket €350 / €650

eCampaigning is now part of every campaign. Yet most is still simplistic and ineffective. Why?

Often because campaigners mimic past models and let their tools dictate their strategy. Great e-campaigning still requires understanding how power is influenced, what is necessary, what is possible and what strengths different options have.

This course provides that. It is for campaigners, digital experts, managers, fundraisers and anyone else involved in the campaigning and e-campaigning process. Whatever your strength, this will round out your knowledge to help you work better to win campaigns.

This course now consists an online component and a 1-day classroom based workshop (aka flipped classroom model). The online course can be completed from anywhere in your own time. The workshop requires the online course has been completed. The learning is equivalent to a 2-day course.


Online course only: starts Sep 5, cost €350

1 day workshop (including online course): Oct 5: €650


Welcome | Topic 1
  • Course overview
  • Profile setup and course navigation
  • Meet other participants
  • Share your course goals
  • How to ensure online learning works for you
  • Collaborating with peers

+ Opportunity to book on 1-day workshop(s) in a city near you in
week 8+ (requires 4-5 participants in each city)

Learning outcome: how to learn effectively via the online course

Effective campaigning | Topic 2
  • Prerequisites for successful e-campaigning
  • E-campaigning in context
  • Supporting articles, videos and case studies
  • Exercise: research and plan a campaign

Learning outcome: campaign planning and research practices that are essential for effective e-campaigning

eCampaigning models | Topic 3
  • Email to action
  • Fundraising via campaigning
  • Data activism
  • Online to offline
  • Culture jamming
  • Bearing witness
  • Citizen journalism
  • Solidarity
  • Domino
  • Immersive
  • Exercise: identify models for your campaign (from week 2)
  • Discuss: other examples of these models and other models

Learning outcome: multiple digital tactics for campaigning and their strengths / weaknesses

Email to action model best practices | Topic 4
  • Strategy best practices
  • Email best practices
  • Social media best practices
  • Web best practices
  • Exercise: Review your/others' campaigns based on best practices
  • Discuss: Impact,priorities and other best practices

Learning outcome: practices you can immediately put to use in emails and web pages that boost their effectiveness

Acquiring supporters and their journey | Topic 5
  • Supporter journey principles and overview
  • Supporter acquisition
  • Welcoming new supporters
  • Retaining and developing supporters
  • Re-activating lapsed supporters
  • Handling inactive supporters
  • Exercise: For your campaign, develop an acquisition plan and supporter journey
  • Discuss: acquisition and supporter journeys successes/failures

Learning outcome: various approaches for attracting new supporters, get them active, keep them active and re-engage those in-active (lapsed)

Topic 6
  • Case studies
  • Exercises: review 1-2 good/bad campaigns
  • Discuss: submitted case studies

Learning outcome: how various campaigns have applied the models, principles and practices

Topic 7
  • General and campaigning trends
  • Exercise: identify and prioritise relevant trends for your campaigning
  • Discuss: impact of trends on your campaigning and organisation
  • Learning review
  • Learning beyond the course
  • Feedback on the course

+ Last opportunity to book on 1-day workshop(s) in a city near you in
week 8+ (requires 4-5 participants in each city)

Learning outcome: key digital trends relevant to campaigning and key campaigning trends

1-day e-campaigning workshop (optional)
  • 30 min: Welcome, introductions, goals and Q&A
  • 90 min: Campaign research and planning
  • 90 min: Campaign best practice review
  • 90 min: Supporter acquisition strategy
  • 90 min: Supporter journey planning
  • 30 min: Goal review, Q&A and discussion


  • 200x200

    Duane Raymond (UK)

Duane 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.