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Salsa Case Study: Forest Ethics Revolutionizes Conversation with Markets-Based Campaigns
Salsa Case Study: Forest Ethics Revolutionizes Conversation with Markets-Based Campaigns
Salsa Case Study: Forest Ethics Revolutionizes Conversation with Markets-Based Campaigns
Salsa Case Study: Forest Ethics Revolutionizes Conversation with Markets-Based Campaigns
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Salsa Case Study: Forest Ethics Revolutionizes Conversation with Markets-Based Campaigns

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In response to the environmental threat of the Northern Gateway Pipeline, Forest Ethics created a series of advocacy campaigns using Salsa's advocacy software to engage Candadian citizens and affect …

In response to the environmental threat of the Northern Gateway Pipeline, Forest Ethics created a series of advocacy campaigns using Salsa's advocacy software to engage Candadian citizens and affect the pipeline's creator's bottom line.

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  • 1. Forest Ethics RevolutionizesConservation with Markets-BasedCampaigns, AdvocacyForestEthics was founded in 2000 as part of amovement to protect Clayquot Sound, one ofBritish Columbia’s last rainforest valleys, fromindustrial logging. Activists quickly realized thatlocking themselves to trees and equipment didn’tmotivate industries to change, but thoughtconsumers might be more persuasive. Switchingtheir methods, ForestEthics became a leaderin markets-based campaigns andrevolutionized conservation.Today, ForestEthics works to protect forestsand wildlife in North America through grassrootsorganizing, media campaigns, lobbying, andworking directly with public and privatecompanies. They seek to expose poorenvironmental business practices and offersolutions to rise above them, in the form ofinformation, guidance and ultimately, recognitionof business efforts to make a difference.The image of a pristine forest bustling with abundant wildlife, lush trees, andsparkling water is one that not only evokes feelings of relaxation, but alsoserves as the core ingredients for life on Earth. The power of forests to clean air,purify water, and provide habitats for wildlife has a profound impact on peopleand places far beyond its borders. Those forests are exactly where ForestEthics,a nonprofit coalition in the United States and Canada, starts their efforts.http://www.forestethics.orginfo@forestethics.orgfacebook.com/forestethics@forestethicsForestEthics
  • 2. SolutionMultiple Campaign Methods for Action in Multiple CountriesChallengeBuild a Multi-National Base of Support to Protect Wildlife,Forests and FisheriesCanadian-based Enbridge, Inc., proposed thecreation of the Northern Gateway Pipeline—amassive project that would include thetransportation of 525,000 barrels of tarsands (the world’s dirtiest oil) per dayacross a span of 730 miles, from Alberta’star sands to the coast of British Columbia.For those concerned with protecting wildlife andforests, the proposed pipeline is a huge threat.To truly make a difference in the debate about theEnbridge pipeline, ForestEthics would need to notonly engage Canadian citizens to make theirvoices known to government officials, but theywould need to affect Enbridge’s bottom line byconvincing U.S.-based companies to avoid fuelsmade from tar sands.“We created a communications arch that engagedsupporters. We started with easier actions likepetitions then targeted actions, and movedFirst, it would cross rugged, mountain terrainand more than 800 rivers and streams, whichare packed with salmon and are home tosensitive salmon spawning habitats. Additionally,the project would bring over 225 supertankers tothe pristine British Columbian waters for the firsttime ever, potentially affecting not only sensitiveand rare Great Bear Rainforest wildlife but alsoour food supply from fisheries.gradually into high-threshold acts like eventsign ups and donations,” said Hilary Stamper,ForestEthics’ online specialist. “Our effortswere really a combination of market-basedcampaigning in the U.S. and politicalcampaigning in Canada that has helpedcreate a bigger impact.”The advocacy element of the campaign beganwith the creation of online action opportunitiesusing the Salsa platform. ForestEthics started
  • 3. by reaching out to their existing supporters withinvitations to :• Submit a public comment that would be distrib-uted to members of the National Energy Board,the organization in charge of the environmentalreview process for the proposed pipeline• Represent the campaign by speaking at oneof several public hearings on the issue with anonline sign-up form• Attend a protest rally to show their support forthe campaign, encouraging them to inviteothers to join themAs the support base grew, the Canadiangovernment took notice, going as far as labelingForestEthics an “enemy of Canada”. ForestEthicscapitalized on this development, sharing newslinks with supporters and asking for financialcontributions via a dedicated microsite.Organizers also recognized the need to recruitnew supporters and utilized Salsa partnershipintegration to get the word out. There were threeelements to successful execution:An integrated petition: ForestEthics created apetition in the Salsa platform that was carriedover to Change.org and shared with site visitors.Data integration between platforms:New supporter information captured from thepetition would automatically be relayed back tothe ForestEthics database, making the processstreamlined and easy for organizers.Tagging, tracking and reporting: Using database,email and advocacy features in Salsa,ForestEthics organizers could easily trackexisting and new supporters throughout theladder of engagement and continue to informthem of additional opportunities and successes.“Salsa was the foundation of most of what wewere able to do in our campaign,” said Stamper.“Each step of the way, we were able to tweak thetechnology to meet our needs and then find a wayto have an impact on the ground. It allowed us toharnesses the power of citizens and consolidate itinto a punch at our target.”Each step of the way, we were able to tweak the technology to meet ourneeds and then find a way to have an impact on the ground. It allowedus to harnesses the power of citizens and consolidate it into a punch atour target.- Hilary Stamper, online specialist for Forest Ethics
  • 4. salsalabs.com 866-796-8345 facebook.com/salsalabs @salsalabsResultsForestEthics’ Combination of Current and New SupportersMakes an ImpactForestEthics saw significant results with its dualtactics. Over the course of just a few months,approximately 4,000 supporters signed up tospeak at public hearings, and more than 22,000donors contributed roughly $18,000 to the efforts.While the campaign was hugely successfulin gaining the attention of citizens andcorporations in both the U.S. and Canada, thebattle is far from over. The current administrationcontrolling the Canadian government continuesto back the Enbridge pipeline, and recently sentCanadian diplomats to meet with heads of majorU.S. corporations in hopes of rallyingtheir support.“We knew we had made an impact when welearned that Canadian diplomats were deployed toU.S. corporations,” said Stamper. “To us, it clearlydemonstrated [the Canadian government’s]concerns about ForestEthics’ market-basedcampaigns and the effectiveness of theconsumer voice.”“ForestEthics continues to push the envelopeto make change, even when it isn’t easy orconvenient,” said Stamper. “Our success inmarket-based campaigns have helped us gainthe influence we have, and will continue to use,in both the public sector, and withingovernmental politics.”Salsa helps nonprofits and political campaigns ignite action and fuel changearound the world by growing and engaging a base of support online. Salsaprovides more than technology; it offers strategic best practices, training,highly rated support and a strong online community, so its clients can focustheir energy on their mission.

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