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...

MobilisationLab.org

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.

MobilisationLab.org

More details?Download the full

report on GreenNet.

Discuss the results onMobSquad email list:

http://act.gp/mobsquadgroup