People powered campaigns thrive on strategies that put people at the centre of change. It’s a shift for many campaigns and campaigners, so we created the Campaign Accelerator
The Campaign Accelerator blends high-performing campaign strategy tools with proven methods inspired by design thinking. We’ve found that this hybrid approach enables teams to build campaigns that engage more people in deeper, more powerful ways – resulting in bigger wins and longer-lasting success.
MobLab Live | ongoing
The Mobilisation Lab at Greenpeace is offering a new online series called “MobLab Live” that explores the stories of people-powered campaigns and digital mobilisation from around the globe. Every month, we will host a live conversation with thought leaders, activists and inspiring characters across movements that are building power with people – and winning! This program is open to everyone at no cost, offering a unique dialogue on 21st century activism.
In this series, we will examine the emerging trends, tactics and tools in the mobilisation world. MobLab Live will showcase fresh and inspiring stories – from crowdsourcing data that help expose corrupt politicians, enabling volunteers to self-organize with a dedicated social media network to cyberfeminism and tools for regaining power on the Internet in the Post-Snowden Age. Learn from the best and brightest minds in mobilisation.
MobLab Peer Learning Sessions | ongoing
MobLab is coordinating a series of peer learning sessions on a number of topics with Greenpeace staff from across the globe. These sessions serve as a venue for learning and sharing experiences and best practices on strategy, techniques, tools and approaches in digital mobilisation, communications and campaigning.
We’ve had hundreds of Greenpeace staff join the online sessions, with many of them engaged in mobilisation work, communication, and fundraising. MobLab launched its training programme in 2012 and has engaged staff and volunteers for years across several courses in countless hours of online classroom and individual and group coaching sessions. Our training programmes are designed to address the needs and gaps identified through an organisation-wide survey and series of 1:1 interviews.
Learn more about MobLab Peer Sessions. (Greenpeace staff)
Past Training Programs
Mob 101 Course Series
Mobilisation means different things to different people within Greenpeace, and that’s ok. We are constantly finding new ways to engage people and have impact through people power. The important thing is to explore and experiment, to stretch ourselves, to enable the potential of our many supporters to create change and inspire even more to get involved. This is how we will create new opportunities and define the potential for mobilisation in Greenpeace.
In Mob 101, we are offering a 10-session online course that will take you through the steps to create mobilisation strategies that can help us achieve our objectives and the digital techniques and tools to create successful mobilisation moments. This course has been designed for staff who do not work directly in mobilisation so that you can learn everything you need to know to enable and support successful mobilisations.
This training is now complete. GP staff can access slides and recordings here on GreenNet.
Leading Creative Collaboration
The challenges that we will face together in the coming years to turn around the tide of environmental destruction and human injustice will require creative solutions. We will need creative strategies and tactics that unleash the full potential of people-power to bring about that change. And to do this we need to develop our creative muscles.
Creativity isn’t something that we can take for granted, like any other skill it needs to be developed, supported by tools and training, and improves with practice. This training will focus on developing skills and experience to lead creative processes – designing structured idea development workshops and facilitating creative collaboration.
With this training our aim is to boost the creative capacity, in terms of confidence and competence, on all levels – individual, team, office and Greenpeace wide – to find creative solutions to environmental problems and engage many more people in bringing about the change we want in the world.
Email may be one of the oldest online tools for mobilising and engaging people, but it is far from passe. Many email campaigns continue to shift perspectives, change behaviour, re-write legislation and inspire movements and communities.
This is why the Mobilisation Lab partnered with Percolator Consulting to deliver the Email Academy that ran from August to October 2013. The six-session email training was meant to enhance and improve the organisation’s email strategies and practices and promote the effective use of email in many of its campaigns. Percolator’s Karen Uffelman and Sarah Francis discussed email best practices, including writing winning subject lines, growing lists, and influencing people through better calls to action.
Alongside this, a related training on Silverpop was also organised to address the practical application of these skills on the platform. Participants had a chance to explore Silverpop tools and features and how they can be used for testing, tracking responses, and managing and analysing data for more effective email campaigns. The sessions were delivered by selected Greenpeace staff who have been using Silverpop in their own offices.
Seventy-one staff from various Greenpeace offices around the globe took part in the Email Training, while 33 attended the Silverpop sessions. Most of them are engaged in fundraising, communications and mobilisation.
Radian6 Intensive Workshop
Listening to conversations online remains a highly-specialised skill, one that requires a special help from robots. This is why, following the Big Listening Training in August, the Mobilisation Lab had teamed up once again with Upwell to deliver a two-class workshop on Radian6 in October. Radian6 is an online program that can be used to tune in to conversations online and enhance the practice of Big Listening.
The sessions, delivered through discussions, live demonstration, practical exercises and one-on-one coaching, explored how Radian6 can be specifically used in Big Listening. The 15 participants from various Greenpeace offices were shown how to set up topic profiles, create and manipulate word cloud and graph widgets, export data, and identify and unpack spikes in online conversations.
Google Analytics Cross-domain Tracking Webinar
The Mobilisation Lab’s Google Analytics training continues with its second installment following the Online Masterclass in November 2012. Last September, Eric Squair, who also served as resource person in last year’s Google Analytics training, was back to deliver a session on cross-domain tracking for Greenpeace staff.
The webinar walked the participants through the tracking implementation process, including how to interpret the data collected. With better proficiency and confidence in using this feature of Google Analytics, Greenpeace staff can more accurately track donations and online actions of their supporters across Greenpeace domains.
Big Listening Training
Our trainers Matt Fitzgerald, Rachel Weidinger and Rachel Dearborn from Upwell facilitated the online sessions that explored Big Listening and its tools. Upwell, a nonprofit engaged in oceans and shark advocacy work, has pioneered this technique of tracking online conversations to amplify their campaigns.
A quick introduction to the technique was given in Big Listening 101. Following this, participants were then taken through the nuts and bolts of the technique in the Big Listening Bootcamp. The four sessions of the Bootcamp covered personal listening systems, online tools available for listening, and how big listening can used to improve campaign planning and implementation.
A more in-depth, practical training on Radian6, a listening tool, is planned as follow-up to this training.
Google Analytics Online Masterclass
From November 2012 to January this year, the Mobilisation Lab offered a series of online trainings and small group coaching sessions to 60 Greenpeace staff from around the globe to help them become certified experts on Google Analytics.
Trainer Eric Squair walked participants through setting up Google Analytics on their websites, from the elements and features of this tool, to how it can be used to track and interpret data so staff can measure and improve on the performance of their websites for key goals like email sign up, taking online action and making donations. Eric is an online campaigns and communications consultant who has worked with organisations like Greenpeace and Amnesty International and offers workshops on web analytics.
Those who completed the course were also invited to take part in an online study group to help them prepare for the Google Analytics Individual Qualification exam. So far, we have 11 Greenpeace staff who have passed their Google Analytics Individual Qualification exam.
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 2012 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.
Leadership in Organising and Mobilisation
In June 2012 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.
Leadership 1: Campaigning, Organising and Mobilisation Strategy
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.
Leadership 2: Storytelling as a Leadership and Organising tool
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.
Leadership 3: Online to Offline Organising to Scale Campaigning
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.