17.03.19 ecf presentation holistic supporter engagement(1)

Supporter Engagement for Everyone

The Problem(s)

Supporter comms / email

No supporter journey

Supporter comms / email

No supporter journey

Supporter comms / email

Supporter journey but not joined up

Supporter comms / email

Supporter comms / email

Segmentation: who gets what?

Supporter comms / email

Supporter comms / email

No supporter journey

Supporter journey but not joined up

Segmentation: who gets what?

Campaigns

Tactic before objective

Campaigns

Tactic before objective

Fundraising

A reluctance to send (potential) donors campaign actions

Fundraising

Email 1 - please donate £25

Fundraising

Email 1 - please donate £25Email 2 - please donate £25

Fundraising

Email 1 - please donate £25Email 2 - please donate £25

Email 3 - read a blog post; PS donate £25

Fundraising

Email 1 - please donate £25Email 2 - please donate £25

Email 3 - read a blog post; PS donate £25Email 4 - please donate £25

Fundraising

Email 1 - please donate £25Email 2 - please donate £25

Email 3 - read a blog post; PS donate £25Email 4 - please donate £25Email 5 - please donate £25

Fundraising

Email 1 - please donate £25Email 2 - please donate £25

Email 3 - read a blog post; PS donate £25Email 4 - please donate £25Email 5 - please donate £25

Email 6 - read a blog post; PS donate £25

The Problem(s)

The Problem(s)

The integration of:

● Supporters and segments

The Problem(s)

The integration of:

● Supporters and segments

● Organisational teams and goals

The Problem(s)

The integration of

● Supporters and segments

● Organisational teams and goals

● Tactics and objectives

The Problem(s)

Fragmented Supporter Engagement

Mobilisation lab /

Mobilisation lab /

Common Cause Foundation Toolkit

Common Cause Foundation Toolkit

Design / user-centred design

Design / user-centred design

Design / user-centred design

Design / user-centred design

PurposeOrganizationResourcesAudience

Design

What is needed?

Integrated/Holistic/Shared strategy

What is needed?

Integrated/Holistic/Shared strategy

Personalised implementation

The Solution

Supporter Engagement for Everyone

The Solution

Supporter Engagement for Everyone

WhyWhatWho

How (When and Where)

The Solution

Why?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

How?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

How? What tactics are you going to use?Taking into account why, what and who

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

How? What tactics are you going to use?Taking into account why, what and who

Design

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

How? What tactics are you going to use?Taking into account why, what and who

Design

When?

The Solution

Why? What’s the desired outcome?Any other organisational needs?

Purpose

What? What tools do you have available to achieve that?What needs to happen?

Resources

Who? Who needs to be involved to bring about the change? What are their needs?

Organisation & Audience

How? What tactics are you going to use?Taking into account why, what and who

Design

When?

Where?

Clean Water Action California

Clean Water Action California

Why? Purpose

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? Resources

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Organisation & Audience

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Clean Water Action supporters; Plastic bag manufacturers; Consumers; State government

Organisation & Audience

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Clean Water Action supporters; Plastic bag manufacturers; Consumers; State government

Organisation & Audience

How? Design

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Clean Water Action supporters; Plastic bag manufacturers; Consumers; State government

Organisation & Audience

How? Online petition; send in plastic bags; protest Design

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Clean Water Action supporters; Plastic bag manufacturers; Consumers; State government

Organisation & Audience

How? Online petition; send in plastic bags; protest Design

When? October - December 2016

Clean Water Action CaliforniaWhy? Industry stops lobbying against plastic bag ban

Recruit new supportersPurpose

What? State government sees that the ban is popular with voters

Resources

Who? Clean Water Action supporters; Plastic bag manufacturers; Consumers; State government

Organisation & Audience

How? Online petition; send in plastic bags; protest Design

When? October - December 2016

Where? Online - website; email; Facebook. Protest in South Carolina

Turning this into a supporter journey

Turning this into a supporter journey

Why? From the campaign strategy - why Purpose

What? From the campaign strategy - how Resources

Who? The audience for this particular tactic/email/content Organisation & Audience

How? What the supporter can do to be involved Design

When? Timing

Where? Channel

October November December

Why? Recruit new supporters Show plastic bag manufacturers ban is popular

Show plastic bag manufacturers ban is popular

What? Online petition Send in plastic bags Protest outside HQ

Who? Existing supporters New & existing supporters Supporters/company/legislators

How? Sign petition and share Email and ask to send in plastic bags

Report back to supporters/protest/media

When? 5 October 7 November 9 December

Where? Website, email, Facebook

Website, email, Facebook Email/South Carolina/media/social

Worked Example - Website Design

Why ● Ensuring transparency of IFI activities● Prevent environmentally and socially harmful impacts● Civic Participation in the region

What ● Media● Policy/Advocacy work● Mobilisation (not for this website)

Who Media and journalistsPolicy based organisations and individuals

How Information on the facts of the projects in the following forms: (timely, short, appropriate for press)Information on the analysis of the projects in the following forms: (timely, summaries, evidence)

WhenWhere

Timely monitoring and press releases / Timely short and accessible blog / Analysis and reports / Archive of evidence

What now? Glyn

Does it ring true?

How could it help you?

What is missing?

Your help will make this work

Give us an idea and we will try… (Amber and post it notes)