Clean Water Action: Diversifying Audience Reach

Clean Water Action-Virginia works in the state to protect water and health, from watershed to water tap. Their Virginia campaigns focus on clean water, climate change, and environmental justice. To expand their membership, they sought ways to acquire new members outside of their traditional door-to-door canvassing, which was paused due to the COVID-19 pandemic. 

With a grant from Progressive Multiplier, Clean Water Action partnered with Care2, a social networking site for activists, to acquire 5,700 new members in Virginia, targeting congressional districts that were typically out of reach for their field team. 

These new members received a welcome email series, two direct mail pieces, and a series of texts. Those who provided phone numbers also received follow-up calls. While many of the phone interactions were positive, it was more difficult to get these members to convert to donors than those reached through door-to-door canvassing. In addition, the name recognition of the organization was not as strong. 

One promising learning was that integrating text messaging and phone canvassing can reach new donors. Clean Water Action used ThruText, a peer-to-peer texting tool, to run a text campaign before their phone calls. During their calls, the phone canvass teams could text a secure donation URL to the prospective donors in case they hesitated to provide a credit card over the phone. 

Clean Water Action will continue to include these new members in email campaigns, targeted messages about work in Virginia, direct mail appeals, and phone calls to engage them in the mission and convert more donors. 

Clean Water Action works in Virginia to protect our water and health, from watershed to water tap. Virginia campaigns focus on clean water, climate change, and environmental justice.