2014 Year in Review

Six ways we're seeing Greenpeace get stronger

Here’s your summary of what we were up to in 2014 … and six ways we’re seeing Greenpeace get stronger.

Thanks to everyone at Greenpeace who welcomed us into your teams and offices to make this work possible. You invited us to take risks with you, learn together, and explore new paths. Here’s to even more in 2015!

– Michael, for the MobLab team (Ben, Emily, Tracy, and Wendee)

PS. We learned a few things along the way, too (we’re a lab, after all). Here are some key reflections, along with a more detailed account of our 2014 projects.

Community members take action against coal plant in Indonesia

Stronger campaigns, smarter offices

We partnered with 13 offices and a dozen global campaign projects this year to lead, facilitate, or advise planning or strategy workshops. These intensive sessions run for one to five days and are among the most effective ways we’ve found to build staff capacity for people-powered campaigns and introduce new ways of working.

DMS14 participants lead training

New collaboration models, open design

The key to campaign innovation, we believe, is innovation in how we work and think together. We’ve introduced a participatory meeting model to Greenpeace through the digital mobilisation skillshares, the most recent Programme Leaders meeting, and other global gatherings that help us make the most of everyone’s talents (and time!).

Now we’re partnering with creative process design experts to deliver regional workshops in 2015 that will train a global network of Greenpeace project leaders to design and facilitate creative workshops that will boost our creative competence across the organisation.

GreenpeaceX and grassroots-led campaigning

Grassroots-led campaigning takes off

GreenpeaceX, an open campaigns platform first piloted with Greenpeace in India, is well on its way to becoming a global platform. We’re working with six offices to support their implementation in 2015 (hopefully more!), in addition to three offices with programs already underway (GreenpeaceX in India, Hagamos Eco in Andino, and Toko in New Zealand).

This platform gives Greenpeace a way to meet people where they are and connect them with tools to make a difference. GreenpeaceX (as well as Greenwire) helps offices build long-term power, strengthen our supporter base, and harness distributed people power in ways and at scales that are not currently possible.

Mobilisation Lab workshop in India

Responding to changing landscapes

Becoming more effective in rapidly changing circumstances is a growing priority for Greenpeace, and we had a strong year supporting our colleagues in India to do just that. Our work with GP India grew significantly following the election of a combative, right-wing prime minister and the leak of an Intelligence Bureau report labeling Greenpeace an “economic threat” to India.

Months of ongoing strategic, tactical, and management support culminated in a 5 day, experiential Campaign Bootcamp for the entire programme team, produced in partnership with the Response Lab and Volunteer Lab.

Social and digital tools

New tools and tactics

We continue to review, test, and introduce new tools and technologies that can help all of us improve the way we recruit and engage people in campaigns. For example, Crowdtangle, a social media listening platform that helps uncover viral content and measure our own performance across Facebook, Twitter, and Instagram, is now in use across the global organization under an expanded global contract.

Scene from 2014 Digital Mobilisation Skillshare

A learning organization

We convened over 130 practitioners from 40 countries in Italy for a global Mobilisation Skillshare to identify best practices in mobilisation, share expertise, and develop engagement plans for upcoming campaigns. This highly-rated event not only developed leaders and strengthened our staff network but also resulted in tangible outputs, like an integrated engagement pyramid worksheet and an org-wide diversity and inclusion discussion list (to name just a few).

Staff continue to learn from one another throughout the year through …

  • online peer sessions covering a range of topics from strategic to technical
  • peer mentoring network
  • new Mobilisation 101 training series for “non-mob” staff to learn everything they need to know about mobilisation from internal and external experts

Finally, we once again had the pleasure of surfacing key learnings and innovations in people-powered campaigning via the MobLab blog and newsletter. In case you missed it, here’s a roundup of the 14 most shared stories from 2014 — which readers shared at nearly twice the rate of past years (thanks!).