Unstructured campaigns look and feel more like the way communities work through word of mouth and real relationships. Unstructured campaigns are using the power of local grassroots supporters and accessing the community through their micro-networks of friends, families and colleagues. In short, digital transformation, which has been a dominant trend in nonprofits and political organizations recently has become evident. However, these structured campaigns are now much harder to do because of Covid or they have become ineffective because of the amount of ‘noise’ online. In the past, community engagement and campaigning were done through a mix of door knocking, email, and social media outreach. Unstructured campaigns for community outreach are relational campaigns and communicate through personal relationships. Structured campaigns are coordinated and broadcast to large groups of people in the community. Quantifying this shift is difficult but, at its simplest, it can be characterised as a move from structured campaigns to unstructured campaigns. However, behind the scenes a fundamental shift has taken place. Nonprofit software is still helping orgs to recruit new volunteers and do fundraising online. Elections are still happening and politicians are still campaigning. You could be forgiven for thinking that the world of campaigning has continued as normal through Covid.
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