Welcome.

Road  map  •  Digital  strategy  •  Engagement  and  

campaign  tac2cs  •  Data  and  itera2ve  

campaigns  

How do we WIN bigger?

Everyone’s a campaigner

NGO-LED! PEOPLE-LED!

Networks allow people to increasingly lead efforts for change. Change-making is shifting from

Why does this matter for campaigning?

more empowered supporters bigger wins

more money retention

•  Real  work,  real  impact  •  Story  •  Data  •  Itera2ve  

Real  work,  real  impact    

People powered campaigns can only succeed with strategic contributions by individuals, activists, and volunteers -- online and offline -- that shift the balance of power in our favor. These campaigns would literally be impossible to win with staff efforts alone.

100,000  people  

Mobilise  people  to  pressure  directly  on  consumer  brands/buyers  of  XXXX  to  cancel  contracts  with  XXXXX    Engage  people  globally  to  create  consumer  demand  for  a  sustainable  supply  of  XXXX  across  XXXX  sectors    Build  base  of  supporters  in  XXXXX  through  consumer  work  that  can  be  translated  into  poli2cal  pressure  before/during/aEer  the  XXXXX  elec2on    Solidify  commitment  from  consumer  companies  that  already  have  policies  for  sustainable  sources  through  posi2ve  public  exposure  and  supporter  messages  of  encouragement    Create  100,000  leads  for  fundraising  and  generate  X%  conversion  rate  to  dona2ons  from  online  ac2on  par2cipants      

Story  Our supporters are the heroes of our campaigns, embarking on journeys to truly impact issues over time. We play a strategic role in defining challenges and presenting clear theories of change, but the story of our campaigns is ultimately created and told by our supporters -- through the words, pictures, videos, and actions that they share with their networks and the world to influence targets and grow campaigns.

winning  the  story  wars  .com  

It’s time to stop telling stories�and start inspiring stories.

5 levels of engagement

Online: observers and followers"!Channels: websites, social media, online news…"may be on email list, but inactive"

Following: rich or entertaining"content, their friends, the news cycle"!

Online: endorsing Greenpeace"!

Channels: websites, social media, email, mobile"

Action: sharing with friends, taking simple online action, publicly supporting Greenpeace on sites or with authorties"!

Online: contributing!

Channels: email, social media, mobiles"

Action: regular online action, contributing their creative talents, ideas and content on your site and social media!

Online: owning!

Channels: email, social media, mobiles, blogs, forums"

Action: the line between online and offline begins to blur – joining events, creating content and being part of a community!

Targeted  “superac2vists”  People  whohad  done  3  or  more  online  ac2ons  -­‐  emailed  3755    •  About  500  completed  the  ask  plus  local  groups  

•  773  supermarket  visits  logged  

•  109  reports  •  New  products  found  •  New  stores  on  our  target  list  

         

44  

Online: leading!

Channels: email, social media, mobiles, meetings, coaching – indistinguishable from offline programme"

Action: supporters are comfortable using online tools for organising and campaigning on their own!

Trained NVDA volunteers in the UK led efforts to turn off emergency fuel switches and take the handles with them, effectively closing BP stations. “I know some of our volunteer leaders better than I know people working in the UK office.” – Richard Martin, GPUK

observing & following"

endorsing"

contributring"

owning"

leading"

Monitoring and analyzing online conversation"

to seize opportunities, adapt campaigns in realtime and damage"limitation"

Data  We use all available data to make our campaigns smarter and to build better relationships with supporters, activists, and new audiences. We analyse data in order to understand the best points of entry and trends for an online/public dialogue, to engage with supporters based on their complete histories and influence, to test our hypotheses, and to evaluate our performance.

62  

Inside the Secret World of the Data Crunchers Who Helped Obama Win

Optimizing supporter and donor engagement"

What  works:  Message  is  clear,  simple,  and  something  everyone  can  understand.  Illustra2on  is  preXy.  

What  works  Problem,  outraged  are  easily  conveyed.  Solu2on  was  in  the  cap2on  for  this  one,  linking  to  an  ac2on  page.  

What  works:  Cute  and  funny.  

What  works:  Good  news:  The  aXached  cap2on  related  to  a  record  in  solar  energy  in  Germany.  

What  works:  Local  content.  

What  works:  Cheese  and    inspira2onal  quotes.  

What  works:  Outrage  and  solu2ons.  

Itera9ve  We (aim) to run our campaigns at the speed of the internet -- responsive to real world events as they occur, and adapting to changing times to meet people where they’re at. To do this, we embrace nimble, lightweight, and low-friction structures and processes to enable talented staff to seize opportunities as they arise (and more quickly than our targets), supported by responsive, accountable management.

•  Work fast •  Minimize waste •  Expose ideas to real

people early and often •  Test hypothesis •  Iterate in response to

feedback •  Scale successes

You can only change the conversation�

if you’re part of it.