Online: Digital Campaigning overview

Online: Digital Campaigning overview

A comprehensive overview of digital campaigning models, planning and best practices.
Topics Covered
  • Core principles and strategy
  • eCampaigning models
  • Email-to-action best practices
  • Supporter acquisition
  • Supporter journeys
  • eCampaigning case studies
  • Social media, mobile and trends
  • Content-rich course focusing what makes e-campaigning successful
  • Lessons consist of multiple 5-10 minute videos + online sharing / discussion
£275 full (norm £400)
Online via laptop/tablet
Self-paced + collaborative
1-2 h/topic (est.). 7 topics
Export event to your calendar.

This course provides a strong framework for digital campaigning strategy, planning, implementation and continuous learning.

Who should join?

This course is perfect for managers, campaigners, fundraisers, digital producers  developers and others involved in planning and implementing campaigns via digital channels (in agencies, NGOs, government, as consultants or independently).

It is designed primarily for people in or working with medium to large NGOs that need to do public campaigning. This is reflected in the examples, case studies and emphasis on specific models. However the principles and practices are applicable to many other scenarios.

A pilot

This course is an online version of the Digital Campaigning Overview 1-day course. It is a continuation of an experiment with online learning that has been running for the last 24 months. Variants of this course have been tested with a few clients and with the NCVO Certificate in Campaigning course. This is the next evolution of the experimentation.


Learning is always more interesting with others. So despite being an online course, participants are encouraged to get to know fellow participants, to contribute to online discussions and, to form work groups directly with each other via skype, phone or face-to-face.

What's your style: paced or intensive?

Paced (7 week)Intensive (1 day/week)
  • Available anytime
  • For people with limited free time
  • Each week, complete 10-30 minutes of video plus exercises
  • Complete any time
  • Schedule  enables focused peer discussion
  • Available anytime
  • For people who want to complete the course quickly (and have the time to do it)
  • It is possible to complete the course in 1 day
  • Same content, process and exercises
  • Trainer acts as an on-demand tutor
Support available via email/skype/phone during UK/European business hours


Online: Digital Campaigning Overview
Lesson 1 Welcome:
  • 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

Lesson 2 Effective campaigning:
  • 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

Lesson 3 Digital e-campCampaigning models:
  • 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

Lesson 4 Email to action model best practices:
  • 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

Lesson 5 Acquiring supporters and their journey
  • 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)

Lesson 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

Lesson 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

About the Trainer

Duane RaymondDuane 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.

Get a Masters in Media, Campaigning & Social Change

The University of Wesminster (London, UK) runs a Masters in Media, Campaigning & Social Change. they are accepting applicants for new intakes now.

This course is particularly relevant if you want to start, or to progress, a career in communications and campaigning for social change, whether in a charity or non-governmental organisation; in a public sector body; in a political party or election campaigning setting; or even in a corporate social responsibility role. It could also be a stepping-stone towards a PhD and an academic career in this growing field of study. For more information, please contact the course enquiries team or joint course leader Michaela O’Brien at [email protected]

by Duane Raymond published Jan 31, 2013,