Learn how to create a new Audience to gain insights into your Advocates across multiple Campaigns and segment them for your Activations.
Create a New Audience
To begin, you will need to navigate to the Advocates section and then select + Create New Audience in the top right corner and then Audience.
Audience Overview
At the top of the page to search for a new Audience, you will see the Audience Overview section. This section will show you the Total Advocates, Total Opt In (for email), and Total Phones in the Audience as you select the search options below.
The Save Audience button is greyed out by design before you begin to select your Audience options. You will need to begin to select search options and then select the # Get Audience Size button before the Save Audience button is available.
Before getting started with the search options, note the steps at the top of the page on how to build a search!
- Select the options below to refine your audience criteria — including sections for Advocate, Demographics, Action, Activations, Target, Issues, and Moral Matrix.
- Click the "Get Audience Size" button to calculate the audience size. This will provide the total audience size, the number of opted-in advocates, and the number of advocates with phone numbers.
- Toggle "Automatically Update Daily" on or off to have the audience update each day automatically. This will add or remove people from the audience based on the criteria you set.
- Give your audience a name and description to complete the save process.
- Once you're happy with your audience, click "Save Audience".
- View your audience insights to see detailed breakdowns of your audience composition.
Get Audience Size
The # Get Audience Size button is an important button in the Audience creation process. In addition to being required to select before saving your Audience, it will also help you understand the Advocates in your Audience. When you select that button, the page will reload to calculate the Total Advocates, Total Opt In, and Total Phones.
It may take a few moments for this refresh to happen as the system calculates the count. You will see a notice that Audience count started and Audience count completed at the beginning and end.
Automatically Update Daily
If you are looking to build a dynamic universe, you’ll want to select the Automatically Update Daily? toggle. When this option is selected new Advocates will be added to the Audience as they meet your saved criteria, and Advocates will be removed from the Audience as they no longer meet. As the name indicates, it will change once a day.
When you enable the Automatically Update Daily? option, it will now save your Audience.
Audience Search Criteria
When building your Audience, you have the following sections to select: Advocate, Demographics, Action, Activations, Target, Issues, Moral Matrix, and Voter History.
Navigating the Search Options
The options for searching are in the order listed above. While the sections cannot be reordered, you can easily open and close sections to easily navigate the page. Simply select the arrow on the right of each section to close it. To reopen, select it again.
Advocate
Within the Advocate section of Audience creation, you can search for Advocates that have specific Tags, specific Districts, email Opt-In and Unsubscribes, and whether a record has a Phone or Email.
Tags are available as a multi-select type ahead dropdown with the Tags previously created.
The Districts include Senate, Congressional, State House, State Senate, and municipal districts if available in the system.
Email Subscription
Email Opt-In allows you to narrow down to records that have explicitly opted into your email program. This will allow you to get accurate counts of records that are emailable in your Audience before utilizing it in an Email Activation. Email addresses that have an Opt-In of “No” will not receive an email message even if included in an Audience for an Email Activation.
Additionally, the Unsubscribe option allows you to exclude anyone who has explicitly gone through the Unsubscribe workflow in AdvocacyAI. These email addresses cannot receive an email message when in this status, so this will help you get accurate counts of your emailable Audience.
Demographics
The Demographics section allows you to search on data available on an Advocate from the VoterMatch process. First, you can search on if records were able to be matched to the Voter File.
Gender and Political Party are supplied by the Voter File. The options available and shown will be the options on the public record. They cannot be edited in the system. Political Party may not be available in certain states depending on if the state has party registration.
Age is also collected from the Date of Birth field available on the public Voter File.
Actions
Within this section, you are able to search on the Actions taken within Campaigns through which Advocates have engaged.
Action Date Range allows you to search on ranges of time relative to when you create the Audience. You are able to also exclude this specific range, which may be useful in specific re-engagement efforts for Advocates who have taken an Action in a recent timeframe.
If you are making your Audience dynamic, the Date Range will update daily. This means if you want Advocates who have taken an Action in the last 7 days, Advocates who took an Action 7 days ago exactly will not be included in the next day’s results.
Remember that an Advocate can take multiple Actions in one Campaign submission. If you would like to search on Specific Campaigns, this field is a type ahead multi-select. This may better serve you for multiple submissions rather than the Actions Taken count since those could be from one Campaign.
Activations
Within the Activations section, you can search on past Activations that an Advocate was included within. This section is type ahead multi-select, so you can easily search across multiple Activations at once.
Additionally, you can search on Activations that were Clicked and Opened respectively to help build your Audience for your next Activation.
It is a best practice for email sending to only send to email addresses that engaged recently. As your program goes on, you should select recent related Activations within the Clicked or Opened sections for best email deliverability.
Targets
You can search on which Targets to whom an Advocate’s Action was directed. You are able to search broadly by State, Chamber, or Parties. You also can search on specific Districts or specific Elected Reps by name.
Issues
Based on the data available through the VoterMatch and our data partners, you are able to view model data available on your Advocates. This is based on publicly available information and other sources to determine likelihood of supporting the Issues listed.
Moral Matrix
The system will assign different scores to Advocates in the Moral Matrix based on the issues and Campaigns with which they engage. These scores are designed to allow you to better engage Advocates with message appeal to their preferred style.
Voter History
You are able to search on the Vote History in the system to narrow to an Audience of Advocates based on if and how they voted in the specified election. Note that this data is pulled from public sources. All Voter History may not be available or displayed depending on what is currently available through these public sources.