INSIGHTSGlobal Mobilisation Survey
Feb 2012
129GP staff involved with member/supporter engagement across departments30 – 45 min online survey conducted between 2 -14 December, 2011
(Thank you!)
MobilisationLab.org
(1) Who are we?(2) Our work(3) How we learn(4) What we need(5) Next?
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WHOARE WE?
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We are Global
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Mobilisation staff workacrossdept’s
Ops/Admin3%
Mobilisation3%Actions
3%
Campaigns8%
Volunteers15%
Fundraising19%
Communications22%
Digital/New Media25%
SURVEY RESPONDENTS
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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
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Our Volunteer/Grassroots teams... • feel less connected with other
teams (for knowledge sharing) • are less likely to be involved in
digital work
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WORKand SUPPORTERS
How we see our
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Our definitions of ENGAGEMENT, MOBILISATION, and MOVEMENT BUILDING are often blurred, but we see some clear distinctions...
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Member Engagement =Getting people to donate
money & care about causes
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Mobilisation =Getting people to take action by signing petitions, volunteering,
contacting politicians
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Movement Building =
Long term social change
efforts
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ACTIONS speak louder than WORDSWe’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.
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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.
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“Take it off-line! We're always looking for ways to convert 'clicktivism' into offline
activism - if only there was an easy answer!”
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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
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“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”
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We’re not behind the curve, but we DON’T FEEL
the curvewhen it comes to
digital innovation, member/supporter mobilisation, engagement and especially movement building.
ahead of
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Arctic Sunrise beatsEsperanza by 4%
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LEARN(& DON’T)
How we
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We want to LEARN from one another
So that we can improve our ability to get members/supporters to take action
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49%!
48%!
47%!
36%!
36%!
34%!
31%!
27%!
Getting people to engage/encourage others to take action!
Getting people to sign petitions!
Getting people to believe in a cause or point of view!
Getting people to talk about an important issue!
Getting people to contact politicians/companies to let them know how they feel/affect change!
Getting people to volunteer!
Getting people to donate money!
Getting people to attend demonstrations/events!
Total Respondents!
% of people very/somewhat knowledgeable and willing to share/teach others:!
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?
We’re willing to TEACH others
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irrelevant to our international colleagues
We FEAR that much of our personal and local knowledge would be
... that it may lack the right political context.
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“We´re a global organization but knowledge exchange between country
offices is sporadic and unstructured”
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busy FIREFIGHTING
“There's NOT ENOUGH TIMEsince we're all kept
and depend on Campaigns to filter down through levels of management until there's little room left for inspiration!”
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We learn about digital tools and mobilisation primarily through
HANDS ON work experience
people we work withand from the
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“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.”
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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)
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Knowledge sharing at Greenpeace is
challengingfor several reasons...
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silos
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people too BUSYto share best practices
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no central sourcefor 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.”
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knowledge sharingisn’t anyone’s job
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issue relevancevaries by country
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We are equally divided in our love of kittens vs puppies.
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NEEDWhat we
to win, succeed
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Some of our talents aren’t being utilised.
COMMUNICATION /WRITING& CREATIVE talents
Especially our
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“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”
“I’m a good singer with a sexy voice!”
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between colleagues is among our preferred ways to share knowledge.
STORYTELLING
We value stories about both SUCCESS and FAILURES
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“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.”
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when transitioning to a new digital tool.
TRAININGWe need more upfront
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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.
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REDUX• Harness talents• Experiment, test• Share learnings• Setup trainings• Train on analytics
= MobLab priorities
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54%46%
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http://act.gp/mobideas
Now what?We need your help.
What are your best ideas
for addressing these needs?
Add yours and vote.
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More details?Download the full
report on GreenNet.
Discuss the results onMobSquad email list:
http://act.gp/mobsquadgroup