Tier 4

orc - Outreach Campaigns

Outreach Campaigns

Overview

Execute multi-channel persuasion campaigns for policy advocacy

Steps

Step 1: Campaign preparation

Prepare all materials and verify readiness:

Materials check:

  1. One-page brief finalized and formatted as PDF
  2. Evidence summary ready for detailed questions
  3. Email templates drafted (3 variants for A/B testing)
  4. Phone script written and tested
  5. Follow-up templates ready (positive, neutral, final)
  6. Calendar link or scheduling method ready

Target verification:

  1. Verify target list is current (check for staff changes)
  2. Confirm contact information accuracy
  3. Review personalization notes for Tier 1
  4. Assign A/B test variants randomly

Infrastructure check:

  1. Email deliverability confirmed (recent test)
  2. Phone/AI calling system tested
  3. Database ready for logging
  4. Response monitoring process defined

Step 2: Wave 1-2 execution (Tier 1 email)

Execute initial email outreach to Tier 1 targets:

Wave 1 (Day 1):

  • Send to first 5-7 Tier 1 targets
  • Use personalization notes for each
  • Include policy brief as attachment
  • Log send in database with timestamp and variant

Wave 2 (Day 2):

  • Send to remaining 8-10 Tier 1 targets
  • Same personalization and logging process

Email structure:

  1. Subject: Specific, compelling (test question vs statement)
  2. Hook: Personalized opening referencing their work
  3. Value offer: What we’re providing before asking
  4. The ask: Specific, actionable request (usually meeting)
  5. WIIFM: Why it benefits them
  6. How-to: Step-by-step to take action
  7. Evidence teaser: One compelling stat
  8. Attachment: One-page brief PDF

Monitor for immediate responses; respond within 2 hours.

Step 3: Wave 3 execution (AI phone follow-up)

Execute AI phone follow-up to non-responders:

Day 4: Call Wave 1-2 non-responders using Bland AI

Phone script structure:

  1. Opening: “Hi, this is [Name] from [Org]. I sent an email earlier this week about [topic] - wanted to follow up briefly. Is now a good time for a 2-minute conversation?”

  2. If yes: Brief value proposition, request for meeting

  3. If busy: Offer callback time or email preference

  4. Objection handling:

    • “No meetings”: Offer one-page summary instead
    • “Not relevant”: Ask what areas are relevant
    • “Who are you?”: Clear identity and mission statement

  5. Closing: Confirm next step, thank them

Log all calls with outcome (reached, voicemail, callback, declined).

Step 4: Wave 4-5 execution (Tier 2 and final)

Expand to Tier 2 and make final attempts:

Wave 4 (Day 5):

  • Send to 10-15 Tier 2 targets
  • Less personalization but still relevant framing
  • Include policy brief

Wave 5 (Day 7):

  • Final email to all remaining non-responders
  • Shorter, more direct message
  • Single most compelling point
  • Clear opt-out language

Final attempt template: “One last follow-up on [policy]. Key takeaway: [single compelling point]. If ever relevant, feel free to reach out. Best, [Name]“

Step 5: Response handling

Process all responses systematically:

Response classification:

  • Positive: Meeting scheduled, clear interest expressed -> Send confirmation with prep materials
  • Neutral: Request for info, not committed -> Send requested materials, follow up in 3 days
  • Busy: Interested but timing bad -> Schedule future contact date
  • No response: No reply after 2+ attempts -> Archive, may revisit in future campaign
  • Negative: Explicit decline -> Thank them, remove from active campaign

For each response:

  1. Classify immediately
  2. Send appropriate follow-up within 24 hours
  3. Log response type and follow-up in database
  4. Update target status

Follow-up templates:

  • After positive: Meeting confirmation + prep materials
  • After neutral: Materials + “Would a brief call help?”
  • Final attempt: Single compelling point + graceful close

Step 6: Meeting execution

Execute scheduled meetings effectively:

Pre-meeting:

  1. Review dossier and recent activity
  2. Prepare tailored talking points
  3. Anticipate likely questions/objections
  4. Have evidence summary ready

Meeting structure (10-15 minutes):

  1. Thank them for their time (30 sec)
  2. Brief context on organization (30 sec)
  3. Present key findings from research (3-5 min)
  4. Specific policy ask (1 min)
  5. Q&A and objection handling (3-5 min)
  6. Next steps and how we can help (1 min)

Post-meeting:

  1. Send thank-you email within 2 hours
  2. Provide any promised materials
  3. Log meeting notes in database
  4. Schedule any follow-up actions

Step 7: Campaign analysis

Compile comprehensive campaign metrics:

Outreach metrics:

  • Total attempts by channel (email, phone)
  • Delivery rate (successful sends)
  • Response rate by channel
  • Response rate by tier

Conversion metrics:

  • Meetings scheduled / total contacted
  • Contact-to-meeting conversion rate
  • Meeting-to-action conversion rate

Cost metrics:

  • Total campaign spend
  • Cost per contact
  • Cost per response
  • Cost per meeting

A/B test analysis:

  • Response rate by variant
  • Statistical significance assessment
  • Winner determination

Calculate all metrics and compile into campaign report.

Step 8: Learning extraction

Extract and document learnings for future campaigns:

Analyze patterns:

  • What subject lines performed best?
  • Which personalization approaches worked?
  • What objections came up repeatedly?
  • Which targets were most receptive?
  • What timing patterns emerged?

Document learnings:

  • State finding clearly
  • Include supporting evidence (sample size, effect size)
  • Assess confidence level (High/Medium/Low)
  • Define implication for future campaigns

Update knowledge base:

  • Add new learnings to database
  • Update confidence on existing learnings
  • Archive outdated findings

Create recommendations:

  • Specific changes for next campaign
  • Templates to update
  • Targeting adjustments

When to Use

  • After completing targeting with full target database
  • When ready to execute coordinated advocacy outreach
  • Running multi-policy campaign requiring systematic approach
  • Testing messaging effectiveness through A/B experiments
  • Following up on initial contact attempts
  • Building relationships with legislative staff over time

Verification

  • All targets contacted according to wave schedule
  • All sends logged in database with timestamp and variant
  • All responses processed within 24 hours
  • Meetings have complete notes and follow-up actions
  • A/B test properly executed with random assignment
  • Campaign metrics fully calculated
  • Learnings extracted and documented