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A grassroots internet campaign can be thought of in terms of building and managing an army, organized into three major phases:
- Recruitment
- Training
- Deployment
Recruitment
During the recruiting phase, potential members are targeted online via outbound email, BLOGs and banner advertisements. Once targeted, these individuals are directed to the main website where they can enlist by providing their contact information and identifying the major issues that concern them. During this phase, potential members should be targeted with a specific issue that will compel them into action.
Training
In the training phase, the website and regular email communications are used to keep members informed on specific issues. Email communications must be short and compelling. The website should provide more extensive resources (e.g. studies, polls) and be frequently updated with new content.
Deployment
In the deployment phase, the members are asked to take specific actions (letters, phone calls, financial support, petitions). Again, to motivate these individuals into action, there must be a clearly defined issue. Local issues are especially important here, and geographically targeted email communications can be used to mobilize members at this level.
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