The Digital Mobilisation Lab at Greenpeace is powered by a growing global network of staff and volunteers at Greenpeace and among our allies dedicated to people-powered campaigning. Meet our team and contact us here.
Designed to capitalize on Greenpeace’s fearless embrace of the experimental, the Mobilisation Lab (also “Digital Mobilisation Lab”) provides the global organization and its allies a dynamic, forward-looking space to envision, test, and roll out creative new means of inspiring larger networks of leaders and people around the world to break through and win on threats to people and the planet.
New strategies and technologies. The Lab will take advantage of the flexibility, extraordinary reach and innate innovation available in the digital world. Digital innovation – how we use mobile phones, tablets, social media, email, and other technologies – happens at the edges of organizations and networks.
Global network. The Lab is designed to function as an open, collaborative hub among networks – inside and outside of Greenpeace – to find, test, and push the envelope on the use of technology in campaigns. Greenpeace’s global reach in 42 markets, from China to India to Brazil to the U.S., has the potential to surface creative new ideas that could not be found in any one country. We work with Greenpeace country leaders, innovators, staff, volunteers, digital activists as well as allies around the world in other environmental and social justice efforts to achieve our goals.
We have a physical presence in Washington DC, at Greenpeace USA, but operate globally to serve all 28 national and regional Greenpeace offices (NROs) around the world.
Testing ground for new ideas. By providing a space where new ideas can be supported and tested (and existing best practices can be cultivated and scaled), Greenpeace can better leverage the strengths of its existing global network; we build on what’s working. We seek to identify, test, and co-create new ways of engaging individuals more deeply to protect the environment and promote peace. We also embrace a decentralized, networked approach, allowing Greenpeace and its allies and supporters to be nimble, agile and react quickly to a constantly changing landscape.
What would it look like if all 17 Million Greenpeace supporters stood up together to bring us closer to the change we seek?
Citizen-led efforts are transforming the world. The Arab spring and burgeoning #occupy movement are only the most recent examples.
Grassroots leaders, volunteer-led efforts, and digitally empowered activists are demonstrating innovative ways to win.
Greenpeace and its Allies are poised to build on a legacy of winning campaigns to break through on core issues facing the planet by pushing the known boundaries of people-powered campaigning.
The Mobilisation Lab is a new way of working for Greenpeace — designed to help us learn by doing thing differently.
The Lab promotes a supporter-centric approach to change-making. We put individuals and supporters at the center of our thinking because we’ve seen that what’s best for citizens and supporters is usually what’s best for the organization. By prioritizing and pioneering world-class citizen engagement strategies, we can together enable the “leaderfull” movements necessary for winning bigger victories and generating the financial support needed to fuel those wins.
Our mission is to build a community capable of facilitating unprecedented change by enabling networks of individuals, citizens, and groups.
We embrace the following values in our work — reflecting the best of “web thinking” and open source campaigning.
- Openness & Co-creation: Everyone at Greenpeace, whether staff or supporter, donor or volunteer, is a potential leader who can change the world. We want to co-create with all levels of the Greenpeace universe. We seek systems that enable new ideas to emerge — because we know that there are never enough people that we could gather in a room to provide all the answers.
- Building on What Works: We believe that there are many successes in the world inside and outside of Greenpeace. We will highlight and understand these so in order to build from what works.
- Transparency & Risk-taking: We must fail in order to succeed. We can learn from each other’s failures and successes. We subscribe to the software development methodology, “release early and often.”
- Authenticity & Connection: Digital technologies allow for unprecedented levels of communication, but they can also sanitize and de-humanize relationships. We seek strategies and technologies that enable us to build powerful human networks and meaningful relationships at scale. We believe in human scale, that standing together we can make change beyond what was previously possible.
- Community Change: The Mobilisation Lab is not a department in Greenpeace that pushes out ideas or strategies. We are a network of the best of Greenpeace; those who have been winning and building and our leaders and volunteers who have stood with us. We came here to build a different world. Together, that is possible.
This is a different kind of effort for Greenpeace—an intentional experiment in working differently.
We are creating an iterative process through the Lab that aims to co-create many of our objectives and milestones with the community we’re serving.
Ultimately, we seek to create an environment where we reach new supporters in creative new ways to build a robust base of supporters with real “people power” around Greenpeace and its mission. We envision a more active and empowered supporter network for Greenpeace, moving beyond traditional labels of “donor” or “activist”.
Over time, we can anticipate more …
- Victories: Additional campaign wins bolstered by new digital mobilisation and citizen engagement strategies and tactics
- Money: New supporter fundraising / revenue channels tested and developed; existing channels optimized
- People power: More supporters engaged more deeply in Greenpeace’s mission and campaigns and, therefore, contributing significantly to winning campaigns
Activities and projects will be setup with an emphasis on co-creation to take full advantage of the knowledge and expertise already present within the network of Greenpeace practioners and friends. We’ll be focusing our time across the following three areas:
(1) TESTING: The Lab will support innovative supporter mobilisation pilots, tests, and experiments from across the digital, offline, and mobile landscapes. We will promote a culture of testing and experimentation in our digital work and our campaigns that yield better results and true innovation. This means that we will sometimes need to test what does not work in order to determine how to succeed.
(2) LEARNING: The Lab will facilitate the creation of a learning environment through which Greenpeace campaigners and staff can learn from one another as well as from outside organizations and practitioners. We will be convening and facilitating regular dialogues, collaborations, and peer learning opportunities virtually and in-person.
(3) SHARING: The Lab will assist with capturing and distributing stories and lessons from the front lines of innovative supporter mobilisation and citizen engagement. The Lab is also setup to guide internal Greenpeace teams through the process of designing campaigns that put people at the center and leverage new tools and tactics—seeking opportunities to engage supporters more deeply and in a more active, forward fashion.
You can view of our progress toward 2012 goals and objectives here.