NGO-LED! PEOPLE-LED!Networks allow people to increasingly leadefforts for change. Change-making is shifting from
Why does this matter for campaigning?more empoweredsupporters bigger winsmore moneyretention
• Real work, real impact • Story • Data • Itera2ve
Real work, real impact People powered campaigns can onlysucceed with strategic contributions byindividuals, activists, and volunteers --online and offline -- that shift the balanceof power in our favor.These campaigns would literally beimpossible to win with staff efforts alone.
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 overtime.We play a strategic role in defining challenges andpresenting clear theories of change, but the storyof our campaigns is ultimately created and told byour supporters -- through the words, pictures,videos, and actions that they share with theirnetworks and the world to influence targets andgrow campaigns.
Online: observers and followers"!Channels: websites, socialmedia, online news…"may be on email list, but inactive"Following: rich orentertaining"content, their friends, thenews cycle"!
Online: endorsing Greenpeace"!Channels: websites, socialmedia, email, mobile"Action: sharing with friends,taking simple online action,publicly supportingGreenpeace on sites or withauthorties"!
Online: contributing!Channels: email, social media,mobiles"Action: regular online action,contributing their creativetalents, ideas and content onyour site and social media!
Online: owning!Channels: email, social media,mobiles, blogs, forums"Action: the line betweenonline and ofﬂine begins toblur – joining events, creatingcontent and being part of acommunity!
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
Online: leading!Channels: email, social media,mobiles, meetings, coaching –indistinguishable from ofﬂineprogramme"Action: supporters arecomfortable using online toolsfor organising andcampaigning on their own!
Trained NVDA volunteers in theUK led efforts to turn offemergency fuel switches andtake the handles with them,effectively closing BP stations. “I know some of our volunteerleaders better than I knowpeople working in the UKofﬁce.”– Richard Martin, GPUK
Monitoring and analyzingonline conversation"to seize opportunities,adapt campaigns inrealtime and damage"limitation"
Data We use all available data to make ourcampaigns smarter and to build betterrelationships with supporters, activists, andnew audiences.We analyse data in order to understand thebest points of entry and trends for an online/public dialogue, to engage with supportersbased on their complete histories andinfluence, to test our hypotheses, and toevaluate our performance.
62 Inside the Secret World of the DataCrunchers Who Helped Obama WinOptimizing supporter anddonor 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.
Itera9ve We (aim) to run our campaigns at the speed ofthe internet -- responsive to real world eventsas they occur, and adapting to changing timesto meet people where they’re at.To do this, we embrace nimble, lightweight,and low-friction structures and processes toenable talented staff to seize opportunities asthey arise (and more quickly than our targets),supported by responsive, accountablemanagement.
• Work fast• Minimize waste• Expose ideas to realpeople early and often• Test hypothesis• Iterate in response tofeedback• Scale successes
You can only change theconversationif you’re part of it.