Campaigning 101 Rachel Collinson & Glyn Thomas
Campaigning 101 • Power mapping • Tactics • Interactive: what tactics would you use? • Who will your supporters be? • How can we reach those supporters? • Interactive: mobilising and winning • Research – test – iterate
Scenario • A big corporation Sauron plc is using slave labour in Mordor – how can we stop it?
Power mapping • Assess which individuals and organisations have power and influence over the target • Think strategically • Think creatively • http:// www.moveon.org/organize/campaigns/powermap.html
Tactics - How do you influence? • Different people need to hear different things • Sauron plc need to hear that it is bad long term for their brand and their workforce, bad for profits • The Mordorians need to hear that this is not inevitable, in Rivendell things are different – it could be like that for them • Tone of voice and key messages • Framing
Tactics – Types of tactics • Face to face influence / lobbying • Media • Email to target / company • Petition • Messages to politicians • Non violent direct action • Demonstrations • Shares / financial pressure
Interactive: tactics • What tactics could we use to stop Sauron plc from exploiting the workers in Mordor?
Who will your supporters be? • Power map – who are the key people with power? • Who can put pressure on them?
How do you reach those supporters? • How are those supporters already being influenced. • Use the same channels. • Local media • Email list • Social media • Blogs • Radio / TV • Word of mouth • Celebrity support
Interactive: mobilise supporters • Go back to your tactics – think about who your supporters would be and choose some channels that you could use to reach them.
Research - test - iterate • Your theory of change • Hypothesis – it might not work! • Set up ways to measure what you’re doing to see if it’s working or not. • Then you can fix the things that aren’t working, and repeat the cycle.
How you can measure and test • Measurements must match tactics. • Petition – count the number of signatures. • Easier with digital channels – clear metrics. • But use the right ones! Measure engagement. • Split testing • Qualitative not just quantitative – is your message working?
Questions and discussion
Campaigning case studies Rachel Collinson & Glyn Thomas
Campaigning case studies • PETA • Prostate Cancer UK • Greenpeace • Greenpeace, Pro Solar, WWF • Anti-FGM campaign in the UK • Global2000 • Which? • WDM
Power mapping - PETA • Military trauma training using live pigs • Different Polish embassies across Europe • 200 emails to Polish embassy in Netherlands • Practice was stopped
Tactics – Prostate Cancer • Interactive game • Awareness raising • Simple quiz • Chance for people to sign up to email list and / or share with their friends
Tactics – Greenpeace (Arctic 30) • Non-violent direct action at Grand Prix sponsored by Shell • Email to target to Russian embassies around the world • Vigils all over the world (particularly BRICS) • Tweets to Russia’s Director of Prosecutions • Arctic 30 made protest banners out of t-shirts • Putin meeting the pope – quiet diplomacy
Reaching supporters – Greenpeace, Pro Solar, WWF • Simple petition • But good design makes it very engaging and fun
Supporters – Anti-FGM in UK • Integrate Bristol • Schools can play a big role in preventing when communicate with young students • Fahma Mohamed, 17 year old student, set up petition to education secretary • Unusual audience and ask • Unusual protagonist
Tactic - Global2000 • 250,000 signatures in 2 weeks • EU seeds regulation and GM • Waited to launch until GM was in the news in Austria
Reaching supporters – Which? • Reach some of the poorest people in the UK • Not necessarily good with technology • Tour of cheap supermarkets and shopping centres when busiest • Asked people to press button on a big telephone to get companies to stop harassing them with marketing calls • Also had option for people to record views on video or sign a pledge
Research/Test/Iterate – WDM • What are the key numbers to monitor? • Refining campaign pages and campaign actions • Ongoing learning • Split testing
Sum of Us • What are the key numbers to monitor? • Refining campaign pages and campaign actions • Ongoing learning • Split testing
Tools for online campaigning Rachel Collinson & Glyn Thomas
Power mapping
Email to target
Other online options
Other tactics • Fax • Phone • SMS • Missed call petitions • Mr Postman
Social listening • Know your audience • Monitor what people are saying about your target(s), what your target(s) are saying and what people are saying about you
Demographics of email list • Where are your supporters based? • Online - offline
Email marketing • Mailchimp • Email marketing • CRM • Social media • PPC ads • List swaps • Search enging marketing • Google grants • TV / media ads • Email a friend • Infogr.am • Thunderclap
Interactive • Which tools would be the best for you to use for your campaign? • What tools can you think of that we’ve missed?
Campaigning 101 • LinkedIn, Google, Gliffy, Whatleads.to, Facebook • Tactics: Email to target: EN, campaignion, BSB, Salsa, Nationbuilder, organic campaigns • EU consultation tool, Quotebuster, care2, change, campaigns by you • ActionSprout, Mr Postman, Fax, Phone, SMS • Missed call petitions. Facebook, LinkedIn • Social listening, Demographics of email list, Online/Offline • Mailchimp, email marketing, CRM, social media, PPC ads, list swaps, search engine marketing, Google Grants, TV / media ads, email a friend, Infogr.am , Thunderclap • Suggest which tools they could use – and suggest others • Google Analytics, Clicktale, Piwik, Canddi, Crowdbooster, Tweetreach, Socialbro, Buffer, Little bird, Optimizely, Website Optimizer. Email Split testing