2. 129
GP staff involved
with member/
supporter
engagement across
departments
30 – 45 min online survey
conducted between
2 -14 December, 2011
(Thank you!)
3. (1) Who are we?
(2) Our work
(3) How we learn
(4) What we need
(5) Next?
MobilisationLab.org
6. Mobilisation
staff work
across Digital/New Media
25%
Communications
22%
dept’s
Ops/Admin
3%
Fundraising
Mobilisation 19%
3%
Actions
3% Volunteers
15%
SURVEY Campaigns
RESPONDENTS 8%
MobilisationLab.org
7. Those most familiar with “digital”
have an easier time with
• Member/Supporter Engagement
• Mobilisation
• Learning about new digital technologies at GP
• Knowing what resources to tap for digital needs
MobilisationLab.org
8. Our Volunteer/Grassroots teams...
• feel less connected with other
teams (for knowledge sharing)
• are less likely to be involved in
digital work
MobilisationLab.org
9. How we see our
WORK
and SUPPORTERS
MobilisationLab.org
10. Our definitions of ENGAGEMENT,
MOBILISATION, and MOVEMENT
BUILDING are often blurred,
but we see some clear distinctions...
MobilisationLab.org
11. Member Engagement =
Getting people to donate
money & care about causes
MobilisationLab.org
12. Mobilisation =
Getting people to take action by
signing petitions, volunteering,
contacting politicians
MobilisationLab.org
14. ACTIONS speak louder than WORDS
We’re more concerned with getting members/
supporters to take action
than take on our point of view.
We wish to see the work we do have a
concrete impact on those who support us.
MobilisationLab.org
15. We focus a lot of our efforts on FACEBOOK
and developing a strong base of fans, but
it’s not enough if we’re going to enable /
realize the potential of our supporters.
MobilisationLab.org
16. “Take it off-line! We're always looking for
ways to convert 'clicktivism' into offline
activism - if only there was an easy answer!”
MobilisationLab.org
17. We recognise the need to
strengthen our efforts in
developing ‘LEADERS’
who can help mobilise and lead our
volunteer community
.... and to secure their contributors and
donations
MobilisationLab.org
18. “Decentralized Greenpeace
online engagement:
Let supporters become campaigners.
Let financial supporters become fundraisers.
Give online tools to do their own online
campaign (ex : crowd fundraising)
to involve family/friends”
MobilisationLab.org
19. We’re not behind the curve, but we
DON’T FEEL
ahead of
the curve when it comes to
digital innovation, member/supporter
mobilisation, engagement and
especially movement building.
MobilisationLab.org
22. We want to LEARN
from one another
So that we can improve our ability
to get members/supporters to take action
MobilisationLab.org
23. We’re willing to TEACH others
% of people very/somewhat knowledgeable and willing to share/teach others:!
Getting people to engage/encourage others to take
49%!
action!
Getting people to sign petitions! 48%!
Getting people to believe in a cause or point of view! 47%!
Getting people to talk about an important issue! 36%!
Getting people to contact politicians/companies to let
36%!
them know how they feel/affect change!
Getting people to volunteer! 34%!
Total
Getting people to donate money! 31%! Respondents!
Getting people to attend demonstrations/events! 27%!
Q14.1 How knowledgeable do you feel about processes/techniques/tools that can help Greenpeace achieve the following?
Q15 For which of the following topics would you be willing to teach/share your knowledge of processes/techniques/tools with other Greenpeace employees?
MobilisationLab.org
24. We FEAR that much of our personal and local
knowledge would be
irrelevant to our
international colleagues
... that it may lack the right political context.
MobilisationLab.org
25. “We´re a global organization but
knowledge exchange between country
offices is sporadic and unstructured”
MobilisationLab.org
26. “There's NOT ENOUGH TIME
since we're all kept
busy FIREFIGHTING
and depend on Campaigns to filter down
through levels of management until
there's little room left for inspiration!”
MobilisationLab.org
27. We learn about digital tools and
mobilisation primarily through
HANDS ON work experience
and from the
people we work with
MobilisationLab.org
28. “I learn about digital mobilisation mostly by
doing, but I continue to learn every day from
things I read, things I see and people I talk to.”
MobilisationLab.org
29. We also seek
to learn from
• External digital experts
• Online tools (e.g., Google,
Twitter, Mashable)
• Seminars, Training, Conferences
• Other divisions/offices (e.g.,
Campaign activities)
MobilisationLab.org
30. Knowledge sharing at Greenpeace is
challenging
for several reasons...
MobilisationLab.org
33. no central source
for information
“Providing a central point to collate and distribute best
practices would be excellent – it's something we all aspire
to do, but day-to-day it rarely happens due to workloads.”
MobilisationLab.org
36. We are equally divided in our love
of kittens vs puppies.
MobilisationLab.org
37. What we
NEED
to win, succeed
MobilisationLab.org
38. Some of our talents aren’t
being utilised.
Especially our
COMMUNICATION /
WRITING
& CREATIVE talents
MobilisationLab.org
39. “I’m a good singer with a sexy voice!”
“I have great experience planning web
campaigns. But just because I'm a
‘fundraiser’ I’ve never had the possibility
to work with a campaign team”
MobilisationLab.org
40. We value stories about both
SUCCESS and FAILURES
STORYTELLING
between colleagues is among our
preferred ways to share knowledge.
MobilisationLab.org
41. “Learning about best practices is
important, but so is sharing pitfalls
and failures.”
“Foster a culture that values innovation
and recognises its worth —
even when not everything bears fruit.”
MobilisationLab.org
42. We need more upfront
TRAINING
when transitioning
to a new digital tool.
MobilisationLab.org
43. In order to keep digital tools relevant and
utilised, we need better understanding of
what the ANALYTICS mean and how to use
proper reporting tools.
MobilisationLab.org
44. obLab
= M ities
REDUX prior
• Harness talents
• Experiment, test
• Share learnings
• Setup trainings
• Train on analytics
MobilisationLab.org
