You should definitely beg :-) Robert Bjarnason with Citizens.is to present his case study on their use of *paid* Facebook and Google advertising to reach just about *every* adult in Iceland.
Real comparative data on what worked at what price.
As Robert says, "There is a 100% chance people won't participate if they don't know about your opportunity."
Folks can request the case study from this form:
FYI - Citizens.is and E-Democracy.org are collaborating to help our civic tech, government, and NGO friends with a mix of paid and grassroots outreach strategies under the working name "Civic Reach."
At E-Democracy we've had some very local projects reach up to 40% of households with daily online engagement, while in Reykjavik they've crossed over the double digit mark with secure final voting turn-out percentages for participatory budgeting citywide.
In a few months, E-Democracy will have data on Facebook advertising for our new Downtown Saint Paul Facebook Group (thank you Knight Foundation for supporting our pilot) - how can we recruit up to 10,000 members that reflect the racial, ethnic, age, and social economic diversity of those who work downtown Saint Paul rather than settle for those who easily show up??
Need help bringing new users to your civic tech or tech for good service? If you smartly budgeted for outreach - be that paid advertising or staff time dedicated to active outreach - but want to do it more effectively, Robert and I can help you with strategy and measurement. Contact us:
civic...@e-democracy.org
Thanks,
Steven Clift
E-Democracy.org