2013 Goals and Progress

In the interest of transparency, and to encourage collaboration, we’re listing our objectives for the year below and our progress toward meeting them. These are the same objectives and progress updates that we deliver to the global organisation.

If you’d like more detail regarding our workplans and planned tactics for achieving these goals, just let us know. And you can find our 2012 progress notes here.

(1) ACCELERATE KNOWLEDGE SHARING AND PROFESSIONAL DEVELOPMENT: peer to peer learning and networking; build sustainable, self-directed DIY training resources; tell stories that help others learn

Q1 Progress:

  • Hosted successful Digital Mobilisation Skillshare for 140 Greenpeace practitioners to share learnings, develop campaign ideas and contribute to operating model design – 82% of participants report event “exceeded” or “far exceeded” expectations (remainder: “met” expectations). See feedback summary.
  • Launched community of practice for data and analytics (“data ninjas”)
  • Launched peer learning groups for knowledge sharing across Greenpeace and variety of digital mobilisation topics
  • Initiated orientation and welcome meetings for new mob community members
  • Developed campaign case study for VW Darkside: Half million ask Volkswagen not to give into… The Dark Side

Q2 progress:

  • Hosted online peer learning groups with staff globally discussing social media tactics, A/B testing for donation and action conversion and google grants
  • Published extensive mobilisation resources on Greennet covering organising, storytelling, digital fundraising and social media
  • Launched Tip O the Day newsletter to bring mobilisation staff a daily dose of tools, tricks and tactics for digital mobilisation
  • Launched Testing and Optimisation Toolbox on Greennet: testing guides and resources, shared Testing Bank, examples of digital reporting templates, and dashboard examples
  • Hired Training Support Coordinator Joclarisse Albia to support increased training programme and sharing or lessons and resources from trainings (see bio)

Q3 Progress:

  • Organised and hosted peer training sessions covering various topics on Silverpop email marketing platform including database setup, sending emails based on queries, form set up, tracking and reporting and automated email programmes
  • Published first “responsiveness roundup” to highlight examples of nimble campaigning within Greenpeace.

Q4 Progress:

  • Facilitated Email Academy and Silverpop email delivery training programmes
  • Facilitated intensive Radian6 workshop to further train GP staff on practice of big listening and basic techniques in Radian6
  • Hosted peer learning session on Greenpeace India’s Mobile Story Project, featuring digital and people-centered storytelling
  • Initiated first phase of work for Mentoring Network Platform, including developing website content and identifying potential mentors
  • Completed first phase of coordination and planning for 2014 Digital Mobilisation Skillshare, including launching NRO leadership team, securing venue, and finalizing goals
  • Continued progress expanding reach of storytelling and knowledge-sharing to target audiences via online platforms:
    • Increased email reach 67% over 2012 (1,558 total email subscribers; one third of which are Greenpeace staff)
    • Doubled twitter reach from 2012 to 2,065 followers (reach of 50,139 people as defined by TweetReach)
    • More than doubled average shares/post from 15 to 37 year over year

(2) CHANGE INTERNAL PERSPECTIVE ON MOBILISATION: successful practices for integration; non-Mob staff trainings; executive programme; office visits and global meetings

Q1 Progress:

  • Launched Mobilisation Integration Toolkit with tools from Spain, Argentina and Netherlands
  • Conducted mobilisation workshops for Forest Shop Window team, including trainings on developing mobilisation strategy
  • Advised Operating Model transition teams (Long Term Global Framework ToR, Actions, Comms, People)
  • Defined criteria for successful mobilisation campaigns with community (Mob Essentials)
  • Presented Integration Toolkit to EDs on cluster calls

Q2 Progress:

  • Hired Mobilisation Campaigner and Senior Strategist Ben Simon to support Response Lab pilots and campaigns (see bio)
  • Launched Anatomy of People Powered Campaign resource: four keys to effective people-powered campaigns
  • Designed and implemented digital mobilisation strategy for End the Age of Coal, supporting 79 national and international NGOs
  • Led the development of the mobilisation strategy and plan for the global Forest “shop window” proposal including a cross unit collaborative creative workshop
  • Updated Mobilisation Integration Toolkit to include new practices from GP Southeast Asia

Q3 Progress:

  • Conducted 360 review of GP Southeast Asia digital mobilisation programme for SMT including recommendations for 3 year plan and participated in 3 year planning kick-off retreat with extended SMT
  • Advised GP Russia on long term mobilisation strategy via 3-year planning peer review group
  • Conducted mobilisation integration workshop for GP Russia including Comms, Mobilisation, Fundraising, Actions and Campaigns
  • Provided ongoing consulting and support for GP Russia’s mobilisation and fundraising teams on planning integration and Arctic30 response
  • Supported GP Brasil’s global Amazon campaign planning via strategy and facilitation
  • Served on Interim Global Framework reference group to help develop supporter-centric campaign baskets; advised stakeholder consultation group on supporter input

Q4 Progress:

  • Delivered “people-powered campaigns” workshops to Climate & Energy meetings, GP India office
  • Facilitated mobilisation planning process for Retrofit Greece campaign
  • Supported planning and design of EU Powershift campaign, 2014 Coal & Solutions Planning, 2014 Oceans Reserves, 2014 Polar Sanctuary
  • Advised NRO training programme for iGF storytelling project 

(3) INCREASE PERFORMANCE OF DIGITAL MOBILISATION ACTIVITIES: Develop staff leadership skills, tools, and techniques for developing mobilisation strategies; Facilitate learning across “heartbeat” digital skills that increase conversion rates, grow supporter base, and increase campaign reach; Develop a culture of decision making based on data, testing, and evaluation to efficient engage more supporters and apply learnings from previous efforts

Q1 Progress:

  • Completed Google Analytics training with 60 participants, 10 of which went on to complete advanced Google Individual Qualification exam
  • Convened steering group to develop trainings and curriculum for mobilisation strategy
  • Evaluated NOI training programme from participant and teaching team data
  • Mob Review for GP India: Junglistan campaign review and recommendations

Q2 Progress:

  • Conducted a review of GPSEA digital programme across all country offices to identify areas for improvement and further development in prep for three year planning
  • Launched Save the Arctic Testing Group: 10 national and regional offices participating with goal of executing weekly email or site optimization tests
  • Consulted several teams on design / implementation of testing projects: GPEA email tests, GPNL Greenwire usability test (for Sept), multiple VBS tests (research phase), action page default for greenpeace.org sites. Advised GPSEA on STA campaign data review for measurement and analysis.
  • Delivered mobilisation review for Junglistan campaign (India); contributed to mobilisation review for Save the Arctic

Q3 Progress:

  • Developed best practices Guide for Creating Shareable, Purpose-Driven Social Media Content
  • Designed curriculum and delivered 6 training modules covering email campaigning and fundraising best practice covering strategy, writing, conversion, testing, tracking and list growth.
  • Provided training on Google Analytics cross-domain tracking training. Currently, driving A/B site test vendor evalution to provide a recommendation for global GP solution. Provided Global KPI summary – highlighting opportunities for digital improvements and testing.
  • Hosted beginner and advanced trainings in Big Listening – using social media tracking methods to identify and amplify campaigning opportunities for digital, comms and campaigns staff
  • Advising Tiger Shop Window core team on product guide app and data management
  • Facilitated GPSEA mid-year mobilisation evaluation with Vol Lab to identify areas of learning and for improvement and participated in mass mob planning retreat

Q4 Progress:

  • Published new toolkit/resource: “Four Magic Steps to Creating Shareable, Purpose-Driven Social Media Content
  • Worked on-site with GP India, GP Greece, GP Russia to increase mobilisation capacity; Provided ongoing support to GP Russia mobilisation team during Arctic30 campaign
  • Developed solutions for closing functional gaps in global engagement analytics and data tracking platforms and processes in coordination with GPI colleagues.

(4) FACILITATE INNOVATION: Support experimentation in campaign projects, introduce new ideas from outside talent, and develop ways to glean new insights from our data

Q1 Progress:

  • Facilitated social media monitoring and “big listening” strategy sessions with Upwell.us and GPI and GPUS
  • Coordinated campaign innovation sessions for Forests network with digital innovation students at Hyper Island

Q2 Progress:

  • Launched Crash Test Dummies peer group to evaluate new digital mob tools and technologies
  • Launched social listening for campaigning pilot program with Upwell and Response Lab
  • Facilitated social media pilot with GP Greece and Attentive.ly to identify influencers and monitor social conversations via email match
  • Initiated and planned joint project with the Open Knowledge Foundation’s School of Data to conduct data expeditions with supporters globally to crowdsource forest product information for the Shop Window

Q3 Progress:

  • Spurred multiple tests of ShareProgress (optimise social sharing), and began work to drive further use of CrowdTangle (social intelligence)
  • Hosted beginner and advanced trainings in “Big Listening” – using social media tracking methods to identify and amplify campaigning opportunities for digital, comms and campaigns staff. Trainings were well reviewed.
  • Worked closely with GP Brasil to begin regular online micro-campaign/big listening work.
  • Explored opportunities to develop more strategic media targets/customized campaign messaging utilizing third party segmentation data

Q4 Progress:

  • Hosted Global Think Tank to enable rapid, distributed idea generation across Greenpeace for the Arctic 30 response. 92 ideas contributed from 126 participants toolkit. 24 ideas were implemented during the campaign. Developed Ideation Toolkit for us in future campaigns as well.
  • Facilitated development of more than 22 different “CrowdTangle” social apps across organization to help increase “virality” and performance of Greenpeace content on Facebook
  • Conducted message and action tests for Arctic30 campaign through email advertising
  • Managed Facebook Advertising campaigns to support GPI/GPUS lead generation tests
  • Initiated internationlisation of Facebook action app ActionSprout to support GP Russia and other offices