Elements of a Campaign

Every Campaign has a landing page with buttons to one or more attached actions, like making a call or sending a letter. If there is only one action, the landing page will typically begin the action process by collecting a zip code. This engages the site visitor and tees up the action page, which will display the visitor’s lawmakers for that zip code and prefill the form with their city, state, and zip code.

Table 1: Campaign Elements

Name Recommended Length Purpose Formatting Required
Title 5-10 words

The Title is the overarching, core message of the Campaign; it will headline all the Campaign action pages and is the default title when the page is shared on social media.

Ex: Urge Congress to Support Polar Bear Research

Plain Text Required
Subhead Short phrase or sentence

The optional subhead appears on the page directly below the Title, and typically complements or elaborates on the message of the Title.

Ex: H.R. 2121 would fund critical efforts to understand Arctic habitat.

Plain Text Optional
Page Text 2-3 paragraphs

On the landing page, this is text that greets site visitors, briefly describes the issue, and urges visitors to take action. The landing page text should not be overly dense -- this is a page to provide context and to urge action. Longer descriptions or background information can be added as separate posts or issue pages for users interested in learning more.

Text with HTML Required

Most Campaign landing page templates feature a primary image alongside the landing page text. This can be an included system image, or an image that you choose and upload. The image also appears when sharing the campaign on social media, although you can override and add more specific images for Twitter and Facebook in the control panel.

.jpg, .gif, .png Optional
Sample Letter Text Up to 10,000 characters

For Campaigns that include a "Letter Desk" Action, the sample letter is text that site visitors can typically edit and send to their lawmakers. A good letter will explain the issue and the impact on key constituencies. It is helpful to include supporting facts with sources, like study data. Ideally there is a specific request of the lawmaker, such as to cosponsor or vote for a specific bill (with number) or to sign on to a letter.

It is important to keep the tone constructive and positive-- in particular threats about withholding votes or fundraising are counterproductive with legislative staff.

Because of the way the data is processed by most legislative offices, the sample letter should be in text format.

Plain text Required
Sample Letter Subject Line Around 65-75 characters

Delivered email messages and many lawmaker web form intakes require a subject line, which should be a short descriptive phrase similar to the Campaign Title (but usually shorter!).

Plain text Required