In our new version of this comprehensive, data-driven report we looked at several thousand advocacy platform users over 2021 and the first six months of 2022. For this report our research and engineering teams looked at the advocacy data from more than 34,000 advocacy campaigns, coming from more than 2,000 organizations, resulting in over 555 million emails to advocates.
For the email metrics, we divided the advocacy campaigns into two categories: informational and call to action. Information campaigns have no specific ask but provide information content including newsletters or educational emails. More than 14,700 of the campaigns sent were informational.
Call-to-action campaigns are meant to drive advocates to an advocacy effort. Close to 7,700 campaigns encouraged the recipients to do something, such as email a lawmaker. For these, we measured what the follow-through on the requested action was. Those are the “action” rates.
Once we had all that data, we started to break up the email open and action rates by sector and industry, to see if there were significant differences between the sectors.
Seventeen different sectors were identified based on large groupings, which were then broken down into 50 industries. For example, health could include everything from nursing homes to professional medical organizations to medical device industries to pharmaceuticals.
To keep our reporting accurate, we did not include any industries for which we had fewer than 10 clients to ensure a reasonable sample size of campaigns and to maintain client confidentiality.