Organisations strive to maximize the impact of each supporter message when it arrives in the politician’s inbox. Jo Shaw of sponsor agency PublicZone will look specifically at the impact of more targeted and strategic messaging, including statistics from MP surveys in the UK and Canada, and cover how to use the tools in e-activist that relate to message targeting: message menu, message and subject line rotation, re-direct and filter (form content, contact validation, contact biographical data, and question response), inserting basic dynamic content into your default message, and using reference data in your message templates. Lizzie Cook, Public Engagement Officer at Breakthrough Breast Cancer will showcase Breakthrough's pre-election campaign action..

1. TRACK 4: EVERYTHING POLITICAL Political Messaging: Strategy and Tools Jo Shaw - Public Zone Lizzie Cook - Breakthrough Breast Cancer

9. MyMP - the iPhone app for MPs

13. Case Study - Breakthrough and the 2010 General Election We established an integrated lobbying strategy using our full range of communication channels, with Breakthrough’s website acting as the main hub for communicating and promoting our general election campaign activities We developed an e-campaigning opportunity, utilising Political Exchange, asking local candidates to pledge their support to breakthrough breast cancer. As a result we were able to reach and engage a wider audience including other Breakthrough supporters and members of the public.

18. Case Study - Breakthrough and the 2010 General Election Over 100 of the 560 prospective candidates that supported our campaign calls were subsequently elected The pledge helped us identify the interests and motivations of candidates which has helped us recruit parliamentary champions on specific campaigns and also refreshed the membership of the APPG on Breast Cancer During the General Election campaign, a total of 255 e-campaigners took part, taking a total of 680 actions. This makes for an average of 2.66 actions per campaigner. The e-campaign action contacted 489 Prospective Parliamentary Candidates from 403 different constituencies. Candidates were contacted through other means, with 560 PPCs signing up to the pledge in total.