The American Civil Liberties Union (ACLU) is on the front lines of the some of the most important efforts to protect citizens' freedom and rights in the U.S. Their commitment to defending the Constitution extends to the courts, state and federal legislatures, and organizing supporters at the grassroots level.
The ACLU of Delaware (ACLU-DE) is a state affiliate of the national American Civil Liberties Union. Key issues for ACLU-DE include freedom of speech, death penalty repeal, discrimination, freedom of religion, student rights and LGBT rights. Recent successes include legalizing marriage for same-sex couples in Delaware, passing legislation in the state senate to begin the death penalty repeal process, and improving prison conditions.
Our Work for this Client
In 2011, ACLU-DE recognized the need to overhaul their online presence. Together ACLU-DE and Upleaf drew up strategies to create a more elegant and approachable website, build a community of advocates, and reach out to groups who weren't traditional ACLU supporters. ACLU-DE lacked a fluid CRM system to manage events, advocacy campaigns, donations, volunteers, partners, and different programs, so we customized and integrated a CRM system with the new website.
Upleaf began by building a cleaner, more navigable website with attractive visuals and infographics. The new site also incorporated many interactive features including polls, testimonies, action items, video, and multiple ways to engage with the organization.
Constituent Relationship Management Systems
Upleaf chose Salsa as the CRM system match for ACLU-DE because it offers a wide range of easy-to-use advocacy features like petitions, targeted actions and letters to the editor.
Upleaf customized Salsa to match the look and feel of the ACLU-DE site, integrating the two seamlessly to manage event registration, donations, email subscriptions, volunteer signups, tell-a-friend prompts, and advocacy. From within the CRM system, the ACLU-DE team can generate reports, view supporter records, and create specific pages for events, donations, signup and advocacy, etc. that mirror the website.
Digital Social Marketing
Upleaf created branded email templates for ACLU-DE within Salsa, rebranded their Facebook and Twitter presence, and provided extensive best practices training to get their community building strategy off the ground. Upleaf also created custom 'apps' for ACLU-DE's Facebook Page, to encourage people to sign up for email and get involved in the organization in other ways.
Within less than a year of providing best practices training and strategy recommendations, ACLU-DE's Facebook and Twitter communities doubled and their email list vaulted from 15 to 1,500 addresses. By early 2013, ACLU-DE had more than 3,000 supporters they could mobilize to action through email.
Monitoring & Optimization
Upleaf also provided organic SEO support, Google Analytics customization, and periodic follow-up strategy sessions to keep the team on track and monitor results. Each strategy session included a review of results to date (compared with the original strategy objectives), assessment of degree of community engagement, and recommendations for how to further strengthen messaging and strategy results.