1. Welcome.

3. Road
map
• Digital
strategy
• Engagement
and
campaign
tac2cs
• Data
and
itera2ve
campaigns

4. How do we WIN bigger?

6. Everyone’s a campaigner

15. NGO-LED! PEOPLE-LED!
Networks allow people to increasingly lead
efforts for change.
Change-making is shifting from

19. Why does this matter for campaigning?
more empowered
supporters
bigger wins
more money
retention

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

21. 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.

22. 100,000
people

23. 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

25. 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.

26. winning
the
story
wars
.com

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

32. 5 levels of engagement

33. 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"
!

35. 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"
!

37. Online: contributing!
Channels: email, social media,
mobiles"
Action: regular online action,
contributing their creative
talents, ideas and content on
your site and social media!

41. 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!

43. 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. 44

45. 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!

46. 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

49. observing & following"
endorsing"
contributring"
owning"
leading"

59. Monitoring and analyzing
online conversation"
to seize opportunities,
adapt campaigns in
realtime and damage"
limitation"

61. 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. 62
Inside the Secret World of the Data
Crunchers Who Helped Obama Win
Optimizing supporter and
donor engagement"

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

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

68. What
works:
Cute
and
funny.

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

71. What
works:
Local
content.

72. What
works:
Cheese
and
inspira2onal
quotes.

73. What
works:
Outrage
and
solu2ons.

88. 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.

89. • Work fast
• Minimize waste
• Expose ideas to real
people early and often
• Test hypothesis
• Iterate in response to
feedback
• Scale successes

94. You can only change the
conversation
if you’re part of it.