Wednesday, 24 March 2010

ecampaigning open space: 38 degrees & chatroulette

38 degrees
Monitoring the stats in order to understand what works what doesn't.

They had a sign-up in the header - this was confusing - people thought that by signing up they were signing the petitions. When they removed the signup form the header they saw an increase in people signing a petition.

On thank you page - they added counter + Share and Tweet. This increased the engagement. They used Google optimizer for these tests and it confirmed all these changes.

Counter increased conversions by 20%. When they added feed of people's comments activity increased 40%.

Tom - Torchbox

chatroulette- you can choose who to chat to. Press F9 to move to the next person.
Talking from one machine to another machine via Flash 10.

Exposure to the humanity in it's full "beauty". Some lovely and fun people but you have to see a lot of masturbating in order to get through to someone normal.

However the technology can be used for ecampaigning.
- peer to peer support - for people who are less able to be out in society (MS patients)
- activists linking with supporters - people who won't get arrested or go out on the streets but will be excited to meet thos who would.
- ask an expert

ecampaigning open space: MyDavidCameron

Clifford Singer
Sparkly web agency director

3 spoof websites

- bubblewrapped - spoof website around the banking crisis
- The other tax payer's alliance

Taking on the tax payer's alliance who are anti-public service. Tax payer alliance quotes generator, guide for the media.

- - had a go with different messages and then released a template to people. Genuinely viral, peer to peer.
It started off as a single web page with few spoof posters. Other people contributed functionality. After few weeks a web developer provided a poster generator.

- it went viral witout the tools to easily share in social networks. It didn't matter initially but it was important to sustain the interest a bit later.
100,000 visitors within a week.

- spoof of Tory's RIP campaign, then "I didn't vote Tory before...."

Most of contributions were rude and not that funny. But other were brilliant.

- most of traffic came from Twitter. Minority of people but a small surge on Twitter causes peaks in traffic - people tell others about it through other online media.

Facebook and Twitter highest referals. 35% direct traffic - people emailing URL to people, 16% of traffic Facebook, 7% andybarefoot (poster generator)

Celebrity promotion
Bill Baily tweeted the URL - 10 times more visitors within an hour.
Other people took up the idea of poster generator - for example for calling for the referendum.

Media coverage - Daily Mail - first to cover the story. Traffic came from that too.

ecampaigning open space: Semantic web

Bunch of notes - will try to tidy up later...

RDF - resource description framework
Microformats -
my brother - example of formatting
foaf= friend fo a friend

Drupal 7 will have this installed by default. BBC has all the info already available in this format.

Ontology which lists all the relationships - not standardised. But can be reconcilled between different parties.

The opportunity is for all the info about projects to be put into one place. LIke here
or - can tag a document with a lot of semantic context based on what's in the doc.


A number of websites talk about a same project - describing it with title, description, people, budget.
if we agreed the list of tags then we can share this project data accross websites.
Also, update the info about the project in one place and it spreads everywhere.

Possible application - link the data so you can find the information such as water expert close to you in a place in Africa.

Privacy statement

Privacy commons - we all sign up to the same set of rules. Same principle as Creative Commons.

You confirm identity in one place - open ID principle. You can confirm which of your data you are happy to be shared via semantic web.
Or you can have a token which allows you to login anywehere else - which means access to your data is time-limited.

Data portability pledge - organisation state that they want to release their data under.
It's about making supporters life easier in finding data. It's not focussed on benefitting NGOs.

Semantic web tries to make sense of data sets that you can get in search at the moment. So in summary it's a glorified search. Search with "intelligence".

eCampaigning forum: KitKat campaign

Palm oil production makes Indonesia one of the highest emitters of greenhouse gasses. Because huge areas of forest have been destroyed to create palm-oil planatations.

Sinarmars is the target of the campaign.

Two years ago a big campaign against Unilever re palm oil. Companies have engaged, source their palm oil from sustainable sources but not Nestle. They have been buying palm oil from Sinamars.

Started with an orangutan demo in Croydon.

Video produced - shock-tactics

Youtube removed the video. Greenpeace uploaded video to Vimeo. Also offered the video file for download to supporters.

This was perfect for the campaign to go viral.

Greenpeace made suggestions that people should raise the issues on social networks.
Nestle responses rude - which made people even angrier. Nestle's management of social media was clumsy and it spiralled out of control. The only thing Greenpeace could do is inform people about what's been going on.

Eventually, Nestle apologises. Even in the description of their fan page they say: "Social media: as you can see we're learning as we go. Thanks for the comments."

- 100,000 email sent 700,000 video views
- enthused supporters base
- blogosphere writing about it. everyone amazed by how Nestle handled the campaign on Facebook.
- excellent platform to launch next stages
- emails not received by Nestle as they blocked the Advocacy Online IP


- this is a fantastic social media event - it doesn't help the end goal of the campaign. Need to move on from Nestle and focus on the issue of climate change.

- risk that there is mob out there which will just switch to another company - similar to Robin Hood Tax and banker-bashing

So what next?

More to come this afternoon on the greenpeace website - call Nestle.


- plan for success - Greenpeace knew that Nestle will react but could never hope for the reaction they've got.

- passion vs mob - how do you channel the passion of people who hate bankers and have therefore support Robin Hood tax or they hate Nestle because of their handling of social media/baby milk scandal. How do you move people towards your cause? Do you even try?

- copyright - how do you decide how far you can go? Parody is very well protected in Europe and US. Greenpeace used this approach for Esso and Apple.

Tuesday, 23 March 2010

ecampaigning open space: Email

zombie lists
email best practice
segmentation and landing pages

Open rates
50,000 list - 10 % open rates
5% click-through rates

450,000 - 20% open rate
5% click-though rate - low, how to revive?

Hitting people with specifically targetted content might revive them.

To ways of reviving:
= different offer to the way the people were recruited
= asking people twice then survey of why they didn't take action

Three email systems

What days of the week people send emails:
- Monday morning bad timing
- Tuesday's good
- email newsletter - weekend - good respose


- high value donors
- one-off donor
- other donors
- people who click on specific links

- thank you emails/page
- video of people saying thank you + action - jump in conversions

HTML and plain text
- you can get better stats
- plain text emails look like an email from a friend - should be utilized a bit more.

Split testing - usually takes 24h - but learning about your audiece is good - what they respond to how they.

Merging lists is absolutely fine - people don't unsubscribe and they are interested in more than one thing. Data protection statement needs to be as wide as possible but you need to segment carefully so that people don't get emails which make no sense.

ONE Goal mobile presentation

by David Ryder, Y6 Media


The only thing that's being asked of people is to campaign. No donation asks.
Mobile - a great way of getting public support for the campaig.

Linkup with mobile networks - everyone will be receiving an SMS. Free to send free to reply - deal with network.

Once they agree to receive SMS updates they get free downloads - celebrity support so very sticky content.

Normal response rate is 8%. For ONE campaign - 30% - because they will have cool content - concert, merchandise, etc etc

Starts 20th April.

In developing countries:
- deal with major African operators to distribute texts.

No charges.

Content is essential - because that is why users are getting involved. Also it needs to be easy to do. So for 1goal - with a wealth of excellent celebrities they shouldn't have an issue.

1goal - mobile phone app - it'll be fun - something people will want to play with/use which has a good message behind it.

The Good agency: the business case for supporter engagement

by Matthew Sherrington of the Good Agency
(a bit patchy, sorry, short attention-span)

What do we want?

time, money and influence= change

We are all marketeers. marketing our causes. Understanding who you talk to, where they are at, how to speak to them, etc etc


people are changing
technology is changing
market is changing
organisations are changing

It's all about change.
Joining the dots - helping organisations make the link

Supporters are changing

- they are not interested in everything you have to say.
- they are old - what's going to happen with organisations between the time the new generation of supporters has been created and nurtured.

Older generation - fulfilling their needs - once basic needs fulfilled, spiritual needs are next.

- people's understanding of needs is changing.

Younger generation is more interested in political issues
(BM: REALLY? Who is obsessed with plastic surgeries, Xfactor and fame then? Majority aren't I'd say...

- motivation - guilt, belonging, compassion, inspiration - Maslow's hierarchy of needs

Technology is changing

Market is changing

- online banking, shopping, etc...
Sorry - got a bit distracted - it's all stuff that I kind of know...

People want to be inspired. We should email people more.

Organisations are changing

Organisations - They want to grow and they need the influence.
The key to orgaisaing people is to listen to what they say the issues are, and then either nudge them to live up to their own standards or get them to understand the source of their pain. Gregory Galluzzo, Changemakers

Donors who campaign

Greepeace US-30% of donors were exposed to actions.
House parties to save the whales. Bake-offs etc..

(BM: yes yes yes but this is Greenpeace! they are campaigners first, donors second. What about development charities ????)

Retention rates of donors approved dramatically with participation in campaigning.

Save the children gaza campaign is an example of a good fundraising and campaigning action, but it's a spur of the moment.

Business case

Campaigners and fundraisers are both stats people so we should get silo-busting and talk to each other in order to get the funding.

We are not talking about campaigners or donors or activists - they are just people who want to engage with you. What's the best way of engaging people. And it's not just about online, it's offline too.

Ecampaigning forum: Campaigning and Fundraising - Together again by Care 2

Notes from the eCampaigning forum. - apologies for typos - will tidy up later.

Help justify your ecampaigning expenses through fundraising.

Impact on fundraising
14% in online giving 2007-2008 (stats from Convio). More and more people giving online.
cross-over btw campaigners and donors

Donor Centrix 2008
11% of donor revenue is online
9% of donors have given 1 gift online
half online donors - new
online donors account for 16% of all new donors and 27% of NEW revenue
online donors migrate to offline giving

Acquisiton expensive - most budgets switched online,

Lifetime value is extrending. if the organisatio ins;t tracking, no way to make that case!!!!

Email is still the king.
Size of organisations' email list is propotional to the amount raised online

Online actoivists don;t need to be recruited online. Most successful conversinos thourgh direct mail, online marketing, other channels. is this because of the nature of Dm programmes which are tailoerd for print.

online fundraising programme needs a good offline fundraising programme. ecampaigning is a good lead generation.

Silo busting - who funds a message, who owns supporters?

Important to brek down the barriers. Data shows that talking to people with different messages makes them more committed.

It's not just about fundraisers having access to campaigners but also reaching out to donors for campaigning asks.

Email is The way of raising money online.
Social networks - revenue low:
Save Darfur - FB Caiuses raised $28,000 while email $415,000
What is working on FB is the birthday donation on FB.

On social networks need a social permission to ask for money - such as a challenge - bike ride, swim, walk. Otheriwse it doesn't work.

New Media gateway - really good graph showing what people do online -

eCampainging is the fastest way to grow your email list.
Video really useful but very hard to plan the viral effect.

IRC - online audience grew from 16,500 to 59,000 via online petitionsm viral growth - 25% from viral.

React quickly. Build the list for big moments.

advocacy email response rates are highest
Response rates:
fundraising - 0.7 - 0.6%
enews - 2-3%
advocacy 5.5-6.3%
eBenchmarking study 2009

People who have taken action online are 2.3x more likely to donate.

National bureau of research - Charitable Evidence from a large scale online experiment

Techniques for getting activists to donate.
- welcoming - sequencing of messages.
Soft ask - (p.s. in an email) donation ask after taking action

Online actions provide a context for asking for full contact information.

Converting donors into actions has been done but no data publicly available.

Demographics of the people giving online - younger than traditional. New generation of donors. The avearge age of direct mail donors is very old. Actions are a way to access this new younger group.

Challenge in boiling the campaigning issues down (as they can be complex and borinng - hence not a recruiter)
Segmentation - essential - sending specific messages to specific people - levelof knowledge/interest. We'll be seeing the increase in segmentation on ecampaigning emails.