Using supporters to engage and influence MPs remains the core work of many campaigning organisations, and many organisations have chosen to make this easy for supporters by investing in software such as Advocacy Online, but what do we know about how MPs use technology and respond to eCampaigning. Two reports might help.
How MPs use digital media.
The Hansard Society has recently released ‘MPs Online – Connecting with Constituents‘ which explores how MPs use digital media to communicate with constituents. The finding are useful for campaigners, as it gives an insight into what MPs are themselves doing, and provides ideas about how organisations can increase their digital engagement with MPs.
The report finds that almost all MPs are using email, most have personal or party run websites but the numbers using other forms of electronic communications is smaller. Social networking, blogs, twitter and texting is used by less that 20% of MPs. The overall picture seems to be that MPs, much like many campaigning organisations, have started to adopt digital media as a way of communicating out to constituents, but less have been able to make a leap into using using web 2.0 tools which might help to ensure a more meaningful conversations with constituents.
Their are some interesting differences dependent on party membership (Lib Dems are the positive about digital media, Conservative the least) and age (younger MPs are more likely to use it, so as older MPs stand down we’re likely to see a bigger take up of digital media ), but little difference dependent on marginality of seat. The report suggests that their is potential for greater engagment and closer ties in the future.
MPs also make useful observations saying that email has been great for them to communicate with constituents but the immediancy of the tool means that people often assume that they’ll be able to engage in a ongoing discussion that MPs simply don’t have time for, indicating that their office staff often struggle to cope with the volume of emails recieved (an increase which hasn’t been accompanied by a fall in the number of letters) , and the challenge of identifying if the correspondent is from their constituency.
Although its a few years old, the findings from the Hansard Society would indicate that many of the key learning probablly still remain true. The main findings of the report is that every MPs is very different in how they respond to and engage with eCampaigning, but that most organisations still offer their campaigners a one-size fits all approach to commnications.
This means they’re not having the biggest impact they could and the findings encourage organisations to be much more savy at how they segment their communications to MPs, for example by segmenting the message that they ask supporters to send. Many MPs report that quality is as important than quantity when it comes to messages.
Another finding that stands out is the need to show that MPs that the person contacting them is actually from their consituency. The internet may have in many ways removed geographical barriers, but they are still of considerable importance to MPs.
For me both reports indicate that it makes sense to have an online campaigning presence, but also reinforces that this shouldn’t simply replace more traditional low tech campaigingng method but should work in tandem.
Organisations should remember that n individually composed letter (or email) is better than an automated one – many organisatiosn know this, but perhaps more needs to be done to encourage people to spend the extra 5 minutes to write it.
Individual constituency level activists will always have a value, the MPs indicate that those people who have the time to write a hand written or visit an MP are ‘worth their weight in gold’. Organisations should do all they can to encourage, support and inspire these people.