Global Justice NowFlorian Engel & Glyn Thomas

more onion

Series of online actions• Justine Greening & New Alliance

• Engaging campaign

• Reactivate lapsed supporters

• Recruit new supporters

• Data for telemarketing

http://action.wdm.org.uk/ea-action/action?ea.campaign.id=31375&ea.client.id=1784&ea.tracking.id=&ea.campaign.mode=DEMO&v=c%3AshowBuild&ea-account.campaign.id=31375&ea.retain.account.session.error=true&ea.clear.campaign.session.id=true

Four themed actions• Coca-Cola

• Diageo

• Monsanto

• Unilever

Complex segmentationNew recruits from action one

Email 1: one week after they have taken action, Coca-Cola full address details action email. Email 2: one week later, send them a Monsanto full address details action email.Email 3: if haven’t taken either company action, send a Diageo full address details action email.Email 4: if haven’t taken any above, Unilever

Complex segmentationNew recruits from company actions

Still looking to gain full data from them.

Email 1: send a Monsanto if took Coca-Cola and vice versa / send Unilever if took Diageo and vice versa.

Email 2: if not taken second company action, send Diageo if seen Monsanto & Coca-Cola / send Coca-Cola if seen Diageo & Unilever

Outcomes• Conversion rate on the page: 80%

• Lapsed supporters re-engaged: over 1000