People bring power and value to campaigns with vision, collaboration, data and nimble action.
Every campaign starts with a strong vision of where we want to go.
Exceptional campaigns do more than tell a compelling story. They
value every individual’s unique potential to achieve something
greater than they ever could manage on their own, and they build
collective power in the process.
These campaigns give people the information they need to inspire
others, react quickly to changing times, avoid obstacles and seize
opportunities.
Campaigners need a mix of these four ingredients to build successful people-powered campaigns:
Beating
Heart
Story
Supporters are the heroes of our campaigns, embarking on journeys that truly impact issues over time. Organizations play a strategic role in defining challenges and presenting clear theories of change, but the story of our campaigns is ultimately created and told by individuals—through the words, pictures, videos and actions that they share with their networks and the world to influence targets and grow campaigns. Therefore, our communications should consistently reflect our role as mentor, enabler and aggregator of supporters’ action.
Effective narratives are built to travel and are carried by people who validate our message using their own words and take them to places we could not reach directly or on our own.
Many Hands
Real Work
People-powered campaigns can only succeed with strategic contributions by individuals, activists and volunteers—online and offline—that shift the balance of power in our favor. These campaigns would literally be impossible to win with staff efforts alone. We embrace the notion that while staff contribute unique and essential expertise to campaigns, the collective skills and talents among millions of volunteers and supporters can be far greater. One of the most valuable roles staff can play is enabling and empowering activists and volunteers to contribute their greatest talents to create change.
Wide Eyes,
Open Ears
Data
We use all available data to make our campaigns smarter and to build better relationships with supporters, activists and new audiences. We determine what data we need to make decisions, and if it’s not being captured yet, we figure out how to get it. We analyze data in order to understand the best points of entry and trends for an online and/or public dialogue; to engage with supporters based on their complete histories and influence; to test our hypotheses; and to evaluate our performance.
Fast Feet
Iterative
We run our campaigns at the speed of the internet—responding to
real-world events as they occur, and adapting to changing times to
meet people where they’re at. To do this, we embrace nimble,
lightweight and low-friction structures and processes that enable
talented staff to seize opportunities as they arise (and more quickly
than our targets), supported by responsive, accountable management.
Successful people-powered campaigns emulating these four principles above are typically achieved through “integrated” mobilization teams or efforts—individuals coming together from a cross-section of skills, expertise or departments to plan and execute campaigns that put people at the center. For more, see the Mobilisation Integration Toolkit.
For every 1,000 email subscribers, the average nonprofit has 428 Facebook fans, 141 Twitter followers, and 39 Instagram followers. On average, a nonprofit will reach just 8% of its fans on Facebook with a post that isn’t promoted.
Email offers a long-term relationship with your supporters. But know this: On average, people receive 76 emails per day. Yes, they’re in multiple relationships with multiple organizations at any one time. Take them for granted or send them the same calling cards as their other dates? They’ll dump you as fast as they can hit the unsubscribe button!
Let’s take a look through our email behaviour:
In 2016, Nonprofits sent 10%
more email than 2015. On average, nonprofits sent 24 fundraising
emails, 20 advocacy emails and 11 e-newsletters per subscriber.
Advocacy email action rates
average 1.6%. Open rates average 13% & click-through rates
1.91%.
Fundraising email action rates
average 0.05%. On average, nonprofits receive one donation for
every 2,000 fundraising messages sent. The average donation is $36.
Fundraising email open rates average 13% while click-through rates
average 0.38%.
Advocacy landing page completion
rates average 74% and fundraising completion rates average 17%.
Email accounted for 26% of all online revenue in 2016.
From who? Keep it personal
Almost two-thirds of readers open emails based on the “from” address, whereas only a quarter opened based on the subject line.
The person who “sends” the email from your organization – the “from” address, and personalized name – needs to be recognizsable and, ideally, reputable. Always use a personalized email that people can reply to. For example use: “tabatha@nullorganiseus.com.au” not “noreply@nullroganiseus.com.au”.
Subject Lines
The first goal set by the Obama digital team during his election
campaigns was to grab your attention long enough to get you to open
the email. Toby Fallsgraff, Obama’s 2012 campaign email director
explains, “The subject lines that worked the best were things you
might see in your inbox from other people. ‘Hey’ was probably
the best one we had over the duration.”
Consider the lifetime value of your supporter (and email list)
and how they meet with your content, brand, story and actions.
The most effective subject lines evoke one or more of these
themes and emotions:
Self-interest
Curiosity
Novelty
Urgency
Humanity
News
Social proof
Story
And how do you figure out what works? Test! Test! Test!
They opened the email. Now what?
Here are three core principles that form the basis of a
successful email. (Success = the action you want them to take is
taken).
1. CRISI-TUNITY
The crisi-tunity is what creates the tension in an email that
leads the reader to act. Just like a good story, an email needs
tension to create a sense of momentum. “We’re working night
and day to protect the earth”. What does this sentence lack?
That’s right – tension.
For example: <crisis> Early this morning President Bush vetoed the expansion of the State Children’s Health Insurance Program, cancelling lifesaving care for over 3.8 million children.</crisis> <opportunity>But a large, bi-partisan majority of Congress strongly favours the health care expansion. If we speak out now, Congress could overturn Bush’s veto — restoring care for millions of children and ending Bush’s assault on the programs vulnerable Americans depend on.</opportunity>
2. READER-FOCUSED THEORY OF CHANGE
By putting the supporter at the heart of the
theory of change in the email, the reader is able to see
how by taking the action, the change you are describing will actually happen. Paint a picture in which they can see
themselves as a vital figure.
This theory of
change is too abstract and has no tangible urgency for the
supporter “Climate change threatens our very way of life.”
The supporter is
completely missing in this theory of change “Child poverty
is terrible, and we’ve launched a petition to stop it.”
This theory of change is totally
impossible “Tony Abbott has staked his leadership on
stopping the boats. So we’ve launched a petition to change his
mind.”
3. AUTHENTICITY
Be authentic. Be genuine. Your supporters joined your cause for a reason. You are in a relationship with them based on shared values. Connect with them on that basis. Remind them how important they are. Make it about them and what we can do together, not just about you and what you need from them.
How to structure an email
Good email is highly structured. Good email is focused. Good email creates a flow that engages the reader in the issue and inspires them to take the action you’ve designed.
After you’ve nailed the structure, and are
following these simple principles, your email program will start
writing itself.
Establish a suite of ‘’active voices’’– campaign manager, CEO, the person closest to the action, trusted surrogates. Your email should come from a human.
What’s your user-centered theory of change? Spell out why supporters should spend their time on this ask. Prove it’s plausible and worth it for them (not for us). It’s about “you”, “we” and “us” doing things – not them supporting x org to do things for them.
Develop a tone that suits the voice of the organization/issue – personal, casual, as if written to a friend, not formal.
And remember – only use bolding to highlight key phrases of the text but not entire paragraphs. Italics can emphasize the odd word, be conversational.
A good email structure example
[The Sender – First name, last name, org] Simon Brand, CCAC [The Subject line – keep it short. Goal is to get email opened. One to eight words] Are you in?
[The Salutation – casual, first name, ‘Hi’ not ‘Dear’] Hi Tabatha,
[The Challenge – what’s the problem, refer to antagonist, what’s the barrier to change? Be succinct, aim to describe the challenge, solution and ask in 150 words before the first link.] We knew it was coming. On Monday, a $10 million industry-funded “Say No” campaign will launch. This means a Say No advertisement running in almost every prime-time advertising slot. On top of this, sections of the media remain hostile when it comes to putting a price on pollution.
[The Solution – plausible, starts with us, share the strategy, include other protagonists/supporting actors] So, how are we responding? Before you say “not another rally!” don’t worry, we’re not repeating the same tactic. This is all about grassroots – our biggest strength and what the naysayers like to pretend they have, but don’t. We’ll be connecting with the community. We’re pretty sure people trust their friends and neighbours more than scare from mining magnates and shock jocks.
[The first link – needs to be visible without scrolling down. Should be a hyperlinked text, button or image] Are you with us? I’m in!
[The Ask – simple, key to the ‘solution’, winnable, believable theory of change] We’ve got community action planned across the country in August, starting with letter boxing our neighbourhoods. We want hundreds of you who are reading this email to volunteer to work with others to letterbox a neighbourhood. Are you in? [The second link – should be hyperlinked, active text like this can also be a friendly url link to copy & paste like this www.acfonline.org.au/I’m_In] I’m in.
[The Back up – why now, if not before? Further develop antagonist] We’re building a peak in our campaign bigger than the last, to show the depth of support for the price on pollution. And it’s happening soon – before our MPs return from recess to begin debating the package.
[Further illustration of the ask – personal stories, target, # of actions, urgency, deadline, show don’t tell] Can letter boxing make a difference? Check out this story from our “Camp Yes!” graduate, Jarren: “A friend came over last night. He told me when he arrived at work that morning, everyone was talking about the carbon tax. He was dragged over to the noticeboard to look at a letter. The letter had my name on it. One girl was so impressed by the letter that I’d delivered to her house, she took it to work and posted it up for everyone to see. Our boss read it, and loved it so much she requested all her employees go read it. This sparked up a big conversation in support of the carbon price.”
Will you join Jarren and letterbox in your neighbourhood? [The third link – repeat the link at the end of the email] I’m in.
[The Sign Off – use a friendly word like ‘Regards’ or a phrase like ‘Thanks for being part of this’, not formalities like ‘Yours sincerely’] We’ll support you all the way, Simon Brand, Climate Team, CCAC
[The PS – fresh take for a different audience, add a final link if possible] PS. Last week, you called for carbon capture to be kept out of the clean energy finance corporation. We flooded MPs with messages asking them to “keep it clean.” It worked! The $10 billion finance corporation could unlock $100 billion of investment in clean energy. [The fourth link – repeat the link at the end of the email] Let’s keep it up!
One hyperlink
That’s right – only ONE link destination,
rinsed and repeated two or three times. More than one hyperlink
destination? Ask yourself, why am I sending this email? What’s
the ONE thing I want to engage my audience to do? Then ask them
to do that one thing.
Your best friend – the A/B test
A/B split testing is the comparison of two
components with a single variation. A portion of your list receives
one variation, the other portion receives another. The winning
result is then sent to the full list.
Campaign communications can be fast and furious,
but even in the frenzy of quick-turnaround actions, testing is
still your friend. When testing is baked into your daily work, you
can optimise your content, and your conversion and engagement will
be all the better for it. Testing will help you increase
deliverability and keep your list active.
Make sure you are selecting your sample randomly
from your list and only conduct one test at a time (one variable at
a time – a subject, or an image test, not both) so you can be
crystal clear on the winning variable.
But! Know when to ignore your test result!
The metrics (what you’re measuring) that you
pay attention to will depend on the function of each email. First
ask yourself: what’s the purpose of this email? To get your
supporters to take an action? Raise brand awareness? Acquire a
donation? Base what you’re testing on the desired outcome you
want. You asked them to sign something – measure your action
rate. You’re working on brand awareness – measure the
open/click through rate.
SEGMENT
A good, engaging email program segments every
single email to a selected, defined list. How you segment
your data list is dependent on a variety of factors that are unique
to your supporter base and your goals.
Ask yourself:
Who is your
audience?
Where on their
journey are they with you?
How will you meaningfully track engagement?
If you respect the individual and tailor your
communications based on their engagement and activity with your
cause, they will love you more!
PLAN, CHECK, CHECK AGAIN
You’ve drafted your email, looked at the data,
segmented your list, tailored your content accordingly, and are
feeling confident your email has a reader-focused theory of change
with just one clearly defined ask/call to action.
Before you hit send!:
Read your email out loud. You will hear mistakes you can’t see and improve your written conversational style.
Develop an email draft, proof, approval process: use two different proof readers, reading the test email on different browsers, proof for final errors (not rewrites) before sending.
Test all links.
Preview your subject line.
AB test? Send, wait, analyze, send highest performing email.
Remember – sometimes it will go wrong. Don’t
panic. Instead, see if you can make your mistake work for you.
Apologies can be a great opportunity to get real and personal with
your supporter.
The apology email below is a great example from our
friends at Greenpeace
Australia Pacific. They turned a simple mistake – calling
everyone the wrong name – into a follow up apology donation ask,
that brought in more revenue!
Here are but 10 reasons for an organization to engage in virtual volunteering:
1. Extend Your Resources
Online volunteers, just as those volunteers who work onsite,
extend the resources of an organization. The additional help augments
core staff efforts and allows an organization to do even more. They
and other volunteers are not, however, replacements for employees.
2. Expand Your Reach
An organization that embraces virtual volunteering gives
volunteers new ways of supporting causes they feel passionate about.
This can lead both to expanding the involvement of onsite volunteers
and to involving new volunteers altogether.
3. Volunteering Anytime Anywhere
Virtual volunteering can remove some time and physical barriers
for both current and new volunteers. While the time required for
volunteering online is real, not virtual, volunteers can provide a
service, ask questions, or provide feedback at whatever time is
convenient for them, outside of a few required live meetings with
staff or other volunteers.
4. Stay Ahead of the Curve
An organization that uses the Internet to support and involve
volunteers is sending a message to its supporters that it is modern
and efficient, that it wants to provide convenience to its
volunteers, and that it understands the realities of the 21st-century
workplace. As the competition for press coverage and funding becomes
more intense, it has never been more important for nonprofits, NGOs,
government agencies, and others to exude such an image.
5. Accommodate any Lifestyle
Virtual volunteering allows for the participation of people who
might find onsite volunteering difficult or impossible because of a
disability, mobility issue, home obligation, or work schedule. This,
in turn, allows agencies to benefit from the additional talent and
resources of more volunteers and allows the organization to
demonstrate its commitment to being an accessible organization.
6. A New Way to Find Volunteers
Potential volunteers not reached by traditional means may be reached online. The Internet makes it easy to reach particular audiences quickly, such as people with a specific skill or representing a specific demographic. This does not mean the Internet will totally replace other forms of volunteer recruitment, such as a booth at a community event or registering with your local volunteer center (which these days is likely to put local information online as well). It simply means you have an additional avenue to use to recruit volunteers.
7. Reach a Younger Generation
The Internet offers a proven tool for recruiting younger
volunteers, a difficulty many organizations face. We have noted
earlier that online volunteers may represent a variety of
populations. While it is certainly true that people under the age of
30 are more prone to use online technologies than any other age
group, even people in their 40s have used the Web for most of their
professional lives.
8. Increase Your Capabilities
Some or most of your organization’s mission may be best served
by online volunteers, especially if your organization’s membership
is dispersed across a region or a country, or even around the world.
Three examples of entirely virtual organizations are: Project
Gutenberg, mentioned earlier in this chapter; LibriVox, a nonprofit
that coordinates volunteers making freely-available online recordings
of public-domain books; and the Aid Workers Network, an online
resource for people working in aid, relief, and development. These
entirely virtual organizations could not exist if they only or
primarily involved onsite volunteers.
9. Save the Environment
Online volunteers can be environmentally friendly. Online volunteers create no car exhaust, do not require a parking space, and do not need the organization to provide them with a desk or chair. And people are not buying new, additional technology just to volunteer online; they are using technology for a variety of other tasks. Even so, you may want to encourage your online volunteers to dispose of electronic waste in an ecologically friendly manner.
Moreover, volunteer resources managers who work online have no restrictive limits on giving and sharing information with volunteers. For instance, instead of printed volunteer policies, which must be copied for onsite distribution and quickly go out of date, managers can share the most current policies online, in a public or private area, for any volunteer to access at any time. Instead of giving a volunteer mounds of printed material that are not environmentally friendly, the manager can point to online resources for the volunteer to read from home. And the volunteer can read as much as he or she needs to for an assignment (and, beyond that, what he or she wants to).
10. Better Record Keeping
Managing volunteers virtually can create automatic, extensive records of both volunteer activities and interactions with volunteers—records that can be used to generate statistics, provide quotes for an upcoming grant proposal, or evaluate the overall volunteering initiative. An organization that manages virtually gains an archive of e-mails, instant messages, chats, online forum messages, photos, and audio and video recordings relating to volunteer discussions and activities.
Most non-profits and membership organizations depend on volunteers to help run projects, raise funds, organize events, and even manage day-to-day administration. These individuals are also likely members, supporters or donors – the very folks your organization is trying to engage and retain. So making the effort to get your volunteers off to a good start is critical. They need to understand – from the get go – how important their role is to your organization. They also need to feel they are part of a team working towards a common goal.
We recognize that finding time to develop, customize and maintain
a new volunteer welcome and orientation process can be difficult,
especially for small organizations with few or no staff. Although
they rely on volunteers, the staff or volunteer leaders are often
time and resource-challenged.
So we’ve developed this New Volunteer Checklist to help you get
started. Take a look through our checklist and check off the items
you’ve got covered (for a great sense of accomplishment); identify
items you need to address; or use this as a jumping off point for
your own volunteer orientation “to do” list.
For more details, you can also check out our Hub article – Starting
Volunteers Off Right – which offers additional ideas and
resources.
Pre-planning:
How will you get to know the new volunteer?
☐ Did you capture information about the volunteers in the screening process?
☐ Is the volunteer a member or supporter – whose profile will be available in your membership database?
Who should be involved in the welcome and orientation process?
☐ Does each committee or event chair provide a one-on-one welcome for their new team members?
☐ Do you provide mentors or volunteer buddies to help welcome and orient new volunteers?
Do you have a structure in place for communication and performance management?
☐ Do team or committee leaders perform regular check-ins with volunteers?
☐ Does each new volunteer have an assigned coordinator or manager as a key contact?
What tools and resources will you need?
☐ Does each volunteer role have a job description?
☐ Do you have a volunteer manual?
Making
new volunteers feel welcome:
☐ Do you have a process in place to welcome new recruits?
☐ Is someone assigned to greet the new volunteer in person?
Orientation that inspires and empowers:
☐ Does your orientation process inspire:
Enthusiasm?
Inspiration?
Empowerment?
Confidence?
☐ Can you customize your orientation based on…
The individual’s background with
or knowledge of the organization?
The particular volunteer job?
Prior experience with this type of
role?
Legal or liability issues around the job to be performed?
☐ Have you considered non-traditional ways of providing orientation information? For example:
Can some of the documents be
available online (for mobile access) for review prior to a
face-to-face session?
Would existing volunteers be
willing to offer their insight and experience?
Are there documents or procedure manuals that some volunteers
are required to read prior to starting their job? If so, how can you
make these available and/or confirm their comprehension?
☐ Do your orientation materials include:
An overview of the organization –
its mission, vision, values?
An outline of the organizational
structure (e.g., key staff members, leadership volunteers and an
explanation of their roles)?
A general overview of the type of
volunteer jobs?
Physical orientation to your
office, project location, event venue – so they know their way
around?
An outline of any policies, rules,
and procedures?
An overview of any volunteer
training that is required and pertinent schedules?
Contact information and emergency
procedures?
Training that motivates and engages volunteers
☐ Does your training style match your volunteers’ needs? For example…
Can you offer informal versus
formal, classroom-style training?
Is peer-to-peer training an option
you can consider?
Can you incorporate hands-on practice into your training?
☐ Are you overwhelming new recruits with too much material?
To avoid information overload can you:
Offer only “need to know”
information?
Allow learners to check out additional optional information
on their own via your website?
Saying thank you and recognizing volunteers’ efforts:
☐ Do you have a process for checking in with volunteers and offering feedback?
☐ Do you recognize volunteer efforts and explain how these are making a difference at your organization?
☐ Do you thank volunteers often and sincerely?
We hope this volunteer checklist helps you fine-tune your existing volunteer orientation process or acts as a roadmap for developing a consistent new process to welcome new volunteers.
50% of humans live on $2.50 a day. Endless studies speculate about profits, but there is little concern about harmonization of human needs.
Mankind spends 1.7 trillion dollars a year on millitaries in circumstances where every 5 seconds a child dies from hunger somewhere in the world. Less than 4 percent of military expenditures would lift all people in the world out of poverty.
Permanent members of the Security Council which has the power of veto over all U.N. resolutions, are the world’s top weapons dealers.
Why now?
Mankind’s and earth’s problems have become everyone’s problems. There has never been more widespread yearning in the human heart for a kind, just and more equitable society than there is now. Millions of nonprofit and community groups, social enterprises, and citizens organizations have formed to work towards humanity’s betterment.
The advancements which the human race has made have been steady and plentiful. For the first time in our history, we know how to feed and clothe everyone, and how to give every human a chance at a dignified life. And, for the first time, we have technologies which allow us to communicate and understand one another around the globe. Every moment in our history has led up to this moment. We were chosen to make a major leap in mankind’s history: To uplift the human race to the next plateau of its evolution absent of humanitarian, environmental, and spiritual sorrows.
“We are privileged to have the opportunity … to build a world characterized by economic, political, and social justice for all human beings and a culture worthy of man’s intelligence.”
Linus Pauling
Who can help?
To create a world of permanent peace and well-being for all and for our planet is our ultimate challenge. The greatest human power is to stand face to face with a challenge, then solve it without violence. By accepting this challenge with your full presence and power, you refuse to play small, setting yourself apart from the mediocre. Through this, you define who you are.
“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”
Margaret Mead
A life lived with purpose gives you a voice …
If there is one thing we are all called to do, it is to make this world a better place for ourselves and for those who will come after us. To live life with a purpose higher than to party and make money, is of utmost importance. The most motivating place from which to execute this calling is from our passions, backed by a clear direction. The purpose of making a difference in the world gives you a sense of maturity and responsibility. When you proclaim, “I’m going to make the world a better place!” your voice will be heard.
… and gives you confidence.
Having a grand purpose changes your approach to life. As you proclaim, “I’m going to change the world”, your face flushes and chills run down your spine. You start playing the game of life differently, because now you know that your actions are going to make a difference in the lives of others. Your confidence begins to grow. You realize that your social actions are important and you, as a human being, are extraordinary — and you are correct on both points.
… and motivates you.
Motivation does not come easily without Tony Robbins pressing you to get in gear and do 100 more push-ups followed by 50 affirmations. Powerful ideas unlock hidden energies. Being bold is itself motivating. Every time you say to yourself, “I’m making the world a better place,” you unlock your own innate motivation. Motivation is contagious. As you become motivated, so do those around you.
… and attracts others.
Being bold requires you to take action. Big vision and social actions attract social innovators. By partnering with others, you find the resources and the knowledge you initially lack.
“Do you want to know who you are? Don’t ask. Act! Action will delineate and define you.”
Thomas Jefferson
… and makes people listen.
When you’re bold, people listen. When you don’t sound like everyone else, you capture people’s attention. But, boldness needs to be backed up with a plan. Making life more equitable, fair and kind is a plan that everyone is interested in.
… and it’s exciting.
Don’t let critics rob you of the benefits you receive when you decide to be bold. Remember, everything new passes through five stages – indifference, ridicule, abuse, repression and finally, respect – turning your critics into your raving fans.
Having a purpose and a vision is exciting. When we are excited about what we do, we focus on the positives rather than the negatives. We seek solutions, such as a social action which brings results. A life with purpose helps you live with positive feelings which change the way you behave.
… and creates value.
People innately ask, “What’s in it for me?” Your offer is good as long as it helps others. When you offer someone something of value, they take notice. A life with purpose enables you to give a gift of hope for a better future to your fellow earth mates. Give that value thoughtfully and freely, and everything you need comes to you.
“Give away your life; you’ll find life given back, but not merely given back—given back with bonus and blessing. Giving, not getting, is the way. Generosity begets generosity.”
Luke 6:38
… and helps humanity.
The world yearns for social actions which will restore goodness of life, brotherhood of man, and care for our planet. We are extremely privileged to have the opportunity to help humanity make a major leap in its evolution – a transformation from a world driven by violence and inequality into one that is principled on a culture of peace and well-being for all, including our planet.
At Angelmedia, we challenge ourselves to think through how social projects proposed by changemakers can benefit humanity. And how our Sponsorship can make it happen. But a peaceful, more equitable and kind world is a result of collective action which requires the involvement of all of us, especially the Millennial generation. Please help us to keep the light pointing in this direction by lending your support to social innovators and their social actions. If you cannot contribute by volunteering, please contribute financially.
