Advocacy emails are losing steam. Response rates for advocacy emails dropped 10% in 2024, falling to 1.8% from 2.0% the previous year.
While that might sound like a small decline, it means fewer petition signatures, fewer letters to Congress, and fewer actions per subscriber. Could this decline also impact fundraising?
Why it matters
Advocacy engagement is a leading indicator for donor commitment. People who take action are far more likely to give financially, yet declining response rates may mean you're building a smaller pool of engaged supporters. Every percentage point drop in advocacy response represents thousands of lost opportunities to deepen relationships and demonstrate impact to your list.
The problem compounds over time. Lower response rates often lead organizations to send even fewer advocacy emails, which further reduces supporter engagement and makes it harder to mobilize people when you truly need them.
Result: you're not just losing individual actions but weakening the muscle memory of your list taking action when you ask.
Do this
- Test urgency-driven asks with clear deadlines rather than using ongoing petitions that feel less time-sensitive.
- Segment your list to send advocacy opportunities only to people who've acted before. A smaller, engaged audience will deliver better results than blasting your entire list.
- Connect every action to tangible outcomes by following up with impact reports. That’s the way to turn one-time signers into repeat advocates.
Stay connected
Get updates and insights delivered to your inbox