Pyramid of involvement 90 90 9 9 1 1
May 13, 2015
Pyramid of involvement
9090
99
11
http://groundwire.org/blog/groundwire-engagement-pyramid
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Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad on YouTube
Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad on YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
1,300,000 people have viewed the Kitkat ad on YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~8,000 people stopped and had there first ~8,000 people stopped and had there first face-to-face conversation with Greenpeace face-to-face conversation with Greenpeace
and then wrote to Nestleand then wrote to Nestle
Kit kat – the pyramid the ran away with itself!
Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad 1,300,000 people have viewed the Kitkat ad on YouTubeon YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
10% of our appeal donors gave an extra gift 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days…to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first ~8,000 people stopped and had there first face-to-face conversation with Greenpeace face-to-face conversation with Greenpeace
and then wrote to Nestleand then wrote to Nestle
Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad 1,300,000 people have viewed the Kitkat ad on YouTubeon YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~1,000 people became Nestle ‘friends’ on Facebook~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days…to our palm oil appeal – in 10 days…
~8,000 people stopped and had there first ~8,000 people stopped and had there first face-to-face conversation with Greenpeace face-to-face conversation with Greenpeace
and then wrote to Nestleand then wrote to Nestle
Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad 1,300,000 people have viewed the Kitkat ad on YouTubeon YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
10% of our appeal donors gave an extra gift 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days…to our palm oil appeal – in 10 days…
750 people gave a gift to fund a press 750 people gave a gift to fund a press ad – 50% of them their first giftad – 50% of them their first gift
~8,000 people stopped and had there first ~8,000 people stopped and had there first face-to-face conversation with Greenpeace face-to-face conversation with Greenpeace
and then wrote to Nestleand then wrote to Nestle
~1,000 people became Nestle ‘friends’ on Facebook~1,000 people became Nestle ‘friends’ on Facebook
Kit kat – the pyramid the ran away with itself!
1,300,000 people have viewed the Kitkat ad 1,300,000 people have viewed the Kitkat ad on YouTubeon YouTube
300,000 people have emailed Nestle300,000 people have emailed Nestle
~1,000 people became Nestle ‘friends’ on Facebook~1,000 people became Nestle ‘friends’ on Facebook
10% of our appeal donors gave an extra gift 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days…to our palm oil appeal – in 10 days…
750 people gave a gift to fund a press 750 people gave a gift to fund a press ad – 50% of them their first giftad – 50% of them their first gift
~8,000 people stopped and had there first ~8,000 people stopped and had there first face-to-face conversation with Greenpeace face-to-face conversation with Greenpeace
and then wrote to Nestleand then wrote to Nestle
3 people ‘dropped’ in on their AGM3 people ‘dropped’ in on their AGM
A patchwork of involvement that was building a mighty pyramid
91,000 people became 91,000 people became beneficial ownersbeneficial owners
A patchwork of involvement that was building a mighty pyramid
Hundreds of people Hundreds of people twinned with our twinned with our orchard and orchard and allotmentallotment
A patchwork of involvement that was building a mighty pyramid
8% people of Airplotters 8% people of Airplotters contacted have started direct contacted have started direct debits – so far!debits – so far!
Over 2,000 donors Over 2,000 donors gave an extra gift gave an extra gift to Airplot = £67,000to Airplot = £67,000
Just under 200 people Just under 200 people took out a direct debit took out a direct debit as a result of our thank as a result of our thank you email to Airplot you email to Airplot joinersjoiners
Social blockSocial block
Legal blockLegal block
Physical blockPhysical block
We won hereWe won here
Our vision was - Our vision was - unashamedly - hereunashamedly - here
A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
All donors have been asked to join the All donors have been asked to join the competition, and we took out an adcompetition, and we took out an ad
A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
Thousands of people have re-branded bp on our Thousands of people have re-branded bp on our streetsstreets
All donors have been asked to join the All donors have been asked to join the competition, and we took out an adcompetition, and we took out an ad
A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
> 2,359 people have entered our competition> 2,359 people have entered our competition
Thousands of people have re-branded bp on our Thousands of people have re-branded bp on our streetsstreets
All donors have been asked to join the All donors have been asked to join the competition, and we took out an adcompetition, and we took out an ad
A work in progress pyramid - bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
Thousands of people have re-branded bp on our Thousands of people have re-branded bp on our streetsstreets
All donors have been asked to join the All donors have been asked to join the competition, and we took out an adcompetition, and we took out an ad
Just started to recruit on our homepageJust started to recruit on our homepage
> 2,359 people have entered our competition> 2,359 people have entered our competition
A work in progress pyramid – bp
>2,000,000 people have viewed the BP competition>2,000,000 people have viewed the BP competition
Thousands of people have re-branded bp on our Thousands of people have re-branded bp on our streetsstreets
2 people climbed bp’s headquarters2 people climbed bp’s headquarters
3 people interrupted bp’s 3 people interrupted bp’s National oil convention speechNational oil convention speech
All donors have been asked to join the All donors have been asked to join the competition, and we took out an adcompetition, and we took out an ad
> 2,359 people have entered our competition> 2,359 people have entered our competition
Just started to recruit on our homepageJust started to recruit on our homepage
A work in progress pyramid – bp
Table Talk
Opportunities and Planning
Opportunities to Integrate Fundraising and Campaigns
• External
• Internal
• Planned activity
• Opportunistic
Involvement
Valued
Quest
Creativity
Communications Planning
Brand narrative
Story Story Story
Campaign
Issue Issue IssueIssue Issue
Communications Strategy
StoryStory
Campaign Coordination
J F M A M J J A S O N D
PRIORITY COMMS STORY
ISSUE AGENDA
campaign 1 TRADE
wedge 1 COFFEE/Commodities X
wedge 2 LABOUR/COTTON X X
Campaign 2 EDUCATION X X
Campaign 3 CONFLICT/ARMS X
CHANNELS
media/PR
supporter newsletter X X X
fundraising appeals X X X X X X
email X X X X X X X X X X X X
Communications Prioritisation
J F M A M J J A S O N D
PRIORITY COMMS STORY
ISSUE AGENDA
campaign 1 TRADE
wedge 1 COFFEE/Commodities X
wedge 2 LABOUR/COTTON X X
Campaign 2 EDUCATION X X
Campaign 3 CONFLICT/ARMS X
CHANNELS
media/PR
supporter newsletter X X X
fundraising appeals X X X X X X
email X X X X X X X X X X X X
Activity Alignment
J F M A M J J A S O N D
PRIORITY COMMS STORY
ISSUE AGENDA
campaign 1 TRADE
wedge 1 COFFEE/Commodities X
wedge 2 LABOUR/COTTON X X
Campaign 2 EDUCATION X X
Campaign 3 CONFLICT/ARMS X
CHANNELS
media/PR
supporter newsletter X X X
fundraising appeals X X X X X X
email X X X X X X X X X X X X
Greenpeace US Save the Whales
newsletter with supporter involvement
EveryChild Christmas appeal – Mail and e-mail
Integration with web and landing pages
E-bulletin
Ask: watch vid
& take action
Connect
Ask: watch vid
& take action
High Street
Ask: Have a
break & photo
SMS announcing
launch
Ask: URL for info
Action leaflet
Ask: URL, text to take
action
Employee?
Ask: URL for
info/ask questions
?
GPUK PO
page
Video
Email the
company action
Send email to company
Have photo taken
No photo but contact
details given
Video promotio
n
Ask: watch vid
& take action
Thank you email
Thanks!
Here’s your photo, please send it to the
co.
Thank you email
Thanks!
2nd quick & easy ask –
sign up to FB group, FB status, etc
Email photo to company
Thank you email
Thanks!
Please watch the video and
take the action
Reminder email
Please watch the video and
take the action
Action email
Download the orang mask,
take a photo & email to company
Action email
Thanks! Please send
photo if you’ve didn’t.
Why not change FB picture?
Action email
Did you get a response from the co? Please
send it on. Why not tweet
them a question?
Feedback email
Count of sign-ups/actions
taken. Check out
background webpage
GPUK PO action page
Actions to take
Background info on
campaign
Action email
Please phone the company
Facebook actions
Email company
Facebook actions
P.T.O.
Palm Oil Supporter Journey 201017th March
17th March -
17th March
17th March -
17th March -
24th March
29th March
22nd March
17th March -
27th March -
31st March
7th April
12th /13th April
Online banners
Ask: URL, text to take
action
17th March -
Ebulletin
GPUK
website
Thank you
email 1
Thank you
email 2
Mid-May follow-up email
Thank you
email 5
Intro email 2/
thank you
Photo action
Email action
Press inserts
Photo not taken
but opted-in for info
Thank you
email 4
On-street leaflet
Paid-for
banner ads
Supporter-hosted
banner ads
Google Adwords
SMS from press ad
Get email
details
Intro email
Email action
Photo taken
on street
Thank you
email 3
Email your
photo to company
Palm Oil communications to potential GPUK supporters
Email action
Thank you
email 6F2F fundraising teams will also be participating in the photo
action work
Email action ask
Email upgrade ask
Email cash ask
Mid-May: follow-up email Mid-June: follow-up email
Postal cash ask
Postal upgrade
ask
Postal reminder
Postal
reminderConnect – Palm Oil
special
Palm Oil communications to existing GPUK financial supporters
Mid-June follow-up email
Web team
Direct marketing – recruitment activity
Campaign-led communication
Active Supporters programme
E-mail and e-action follow-ups – new programme
Direct marketing – development activity
Key