Integration afternoon (6 of 7) Planning tools 6 july 2010

Pyramid of involvement

9090

99

11

http://groundwire.org/blog/groundwire-engagement-pyramid




ObservingObserving

ActingActing

ContributingContributing

OwningOwning

LeadingLeading

Observing

ActingActing


OwningOwning

LeadingLeading

http://www.youtube.com/watch?v=VaJjPRwExO8

ObservingObserving

ActingActing


OwningOwning

LeadingLeading

ObservingObserving

ActingActing


OwningOwning

Leading

http://www.youtube.com/watch?v=QQL8QfyzcMs&feature=related

ObservingObserving

ActingActing


OwningOwning

Leading

EndorsingEndorsing

EndorsingEndorsing


ObservingObserving

ActingActing


OwningOwning

Leading

EndorsingEndorsing

EndorsingEndorsing

EndorsingEndorsing

EndorsingEndorsing


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






~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






1,300,000 people have viewed the Kitkat ad 1,300,000 people have viewed the Kitkat ad on YouTubeon YouTube


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…






~1,000 people became Nestle ‘friends’ on Facebook~1,000 people became Nestle ‘friends’ on Facebook








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









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



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


Hundreds of people Hundreds of people twinned with our twinned with our orchard and orchard and allotmentallotment


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



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



Thousands of people have re-branded bp on our Thousands of people have re-branded bp on our streetsstreets




> 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



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



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



ISSUE AGENDA

campaign 1 TRADE





CHANNELS

media/PR




Activity Alignment



ISSUE AGENDA

campaign 1 TRADE





CHANNELS

media/PR




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

Integration afternoon (6 of 7) Planning tools 6 july 2010

Business

Transcript of Integration afternoon (6 of 7) Planning tools 6 july 2010