The Proca digital action toolkit can power up all kinds of online tactics, but petitions and mail-to-target actions are our bread and butter. We spend a lot of time fine-tuning each aspect and feature to create a tool that is flexible, optimised, and ready to help NGOs create real world impact.
We regularly see exactly where organisations struggle, and it isn’t getting people to take action – it’s making sure those actions actually reach their targets, and land with impact.
Let’s take the popular MTT as an example. When a campaign launches, engagement often spikes. Thousands of supporters send messages within hours, creating a sudden flood of emails to the target. In practice, that can backfire: inboxes get overwhelmed, messages get ignored, and the overall impact is diluted.
Proca solves this with two complementary features: drip delivery and digest mode.
Drip delivery: sustained pressure, not a one-day spike
Instead of sending every message instantly, Proca queues them and delivers them steadily over time. The total number of messages stays exactly the same – but the timing changes how and when these messages reach their intended recipient.
Decision-makers receive a continuous flow of emails rather than a single overwhelming burst. This creates sustained visibility for the campaign and makes it much harder to dismiss as a one-off spike in activity.
This feature is available in Proca’s standard mail-to-target configuration, when we send emails on behalf of supporters from our dedicated email server, but it’s not available with client-side email sending (read more about that here).
Digest mode: clear summary rather than an overload
In some cases, sending individual messages isn’t the best approach, or doesn’t work within the chosen campaign strategy. That’s where our digest mode comes in.
With digests, campaign targets receive periodic summaries (e.g. daily or weekly) instead of hundreds of separate emails. This feature can work with both petitions and mail-to-target campaigns, as long as there is an email address associated with the campaign demand recipient. The updates we collate in the digest can include:
- Total number of messages (emails to target) or signatures on a petition or open letter
- Change in the number of actions since the last update and since launch (e.g. 10000 signatures total, and 5000 in the past days)
- Geographic breakdown of supporters (e.g. 3500 signatures from Spain and 400 from Greece)
- A curated selection of real supporter messages or comments left under a petition, to give the digest a more personal touch
Campaigners and coordinators can highlight specific messages to include in the digest, by “starring” them in the back office, ensuring the most compelling voices are still heard.
If you want to read more about how to write campaign content that makes an impact, check out this article with 5 tips on writing a great message to target.