Ongoing and Upcoming Trainings
Google Analytics Online Masterclass | Nov 2012 – Jan 2013
We have an opportunity for you to up your game. Tracking and measuring the performance of our websites and key goals like email sign up, online actions and donations is crucial for improving conversation rates and driving more traffic to these pages. That’s why the Mobilisation Lab is offering an online masterclass in Google Analytics.
This course is suitable for beginners (with good digital skills) as well as experienced users since we will start with the foundations of good Analytics set up and take you all the way through advanced features and website data analysis. There is also the opportunity for participants who want to go further to get study support to become a certified Google Analytics expert.
Digital Mobilisation Skillshare | Feb 4-7
The #DMS13 is the Greenpeace mobilisation community’s chance to share knowledge and experiences while strengthening working relationships. Along the way, we’ll recognize people doing good work and create space for innovation, creative collaboration, and maybe even some fun.
At this year’s event, we’ll focus on the following:
- Infuse our upcoming campaigns with the very best of engagement and mobilisation thinking.
- Examine how “distributed campaiging” can best come to life for us as a Mobilisation community.
- Continue to skill-share and build our capacity to mobilise more people for our campaigns by sharing our experiences and expertise.
MobLab launched its training programme last year and engaged 295 staff and volunteers across seven courses with a total of 238 online classroom hours — plus countless hours of individual and group coaching sessions. Our training programmes were designed to address the needs and gaps identified through an organisation-wide survey and series of 1:1 interviews.
With every Greenpeace office engaged in the first nine months of our training programme we think we are off to a great start. There have been many highlights, we made a few mistakes, we’ve learned and improved over the year, and those learnings will inform the shape and delivery of our trainings in 2013 along with the needs expressed by our offices to develop core mobilisation skills throughout the organisation.
Email writing workshop – the Avaaz, Obama, GetUp, MoveOn model
“It was one of the most worthwhile courses I’ve ever been on.” – Hayley Baker Greenpeace UK
In May and June we trained 80 staff in the model of email writing first developed by MoveOn in the US, and further developed by the Obama campaign, Avaaz and GetUp. The training covered developing a theory of supporter engagement; covered many practical examples, pitfalls to avoid and insights into why some things work while others don’t.
Our Trainer Lily Spencer, former campaign manager for GetUp, also coached individual staff in six small group coaching sessions to reach all time zones with participants from 27 NROs in this course.
Culture of Analytics
In this session, MoveOn.org Campaign Director Daniel Mintz took staff through the work of creating a culture of testing to make rigorous self-assessment part of our campaigns, as well as examples of what, why, and how testing can improve the performance of campaigns.
The workshop had 55 participants from across 20 NROs and a recording of this session is available at https://greennet.greenpeace.org/content/21907.
Leadership in Organising and Mobilisation
In June we launched our partnership with the New Organising Institute to deliver a course to build future leaders in people-powered campaigning and community organising within Greenpeace.
The course was based on Marshall Ganz’s Harvard curriculum Leadership, Organising and Action: Leading Change to deliver an online remote-learning course that develops skills in strategy, storytelling, leadership and organising.
In order to deliver this intensive and highly experiential course across all Greenpeace time zones and to the maximum number of staff and volunteers, we first recruited and trained 14 Greenpeace staff in this model of organising. The Training for Trainers course included 21 classroom hours, readings, assignments and individual coaching over four weeks.
This group of staff then became our Peer Coaches for the rest of the training course helping to support the learning of 217 participants over the next four months. This programme included:
Campaigning, Organising and Mobilisation Strategy (August)
81 staff and volunteers from 21 NROs participated in this four week course learning how to develop people power based strategies, create a critical path to their goal and supporter journey to engage supporters and deep commitment. Each week the course included readings, a lecture, group practice sessions and assignments as well as 1 on 1 coaching with their Peer Coach as needed.
Storytelling as a Leadership and Organising tool (Sept/Oct)
78 staff and volunteers from 19 NROs took part in this course that explored the Ganz model of storytelling to create personal stories that build relationships and inspire people to take action for change. The course followed the same format as above.
Online to Offline Organising to Scale Campaigning (Nov/Dec)
58 staff and volunteers from 19 NROs took part in this course that covered leadership and organising structures for volunteers in order to scale engagement in campaigns and move supporters from an online relationship to taking action offline. We also explored some of the tools and successful examples of online to offline organising. The course followed the same format as above.
Digital Leadership Training
Executive Directors from all of Greenpeace’s global offices participated in a training with transformational technology school Hyper Island to facilitate their move towards digital thinking. The training focused on identifying new opportunities for growth and participatory campaigning while developing the leadership skills to create a culture of collaboration within Greenpeace.