Measuring and achieving impact How NGOs can use

Measuring and achieving impact: How NGOs can use new media effectively Branislava Milosevic (CAFOD), Duane Raymond (Fair. Say), Zoe Laycock (Frontofmind)

Online to offline campaigning

Online only campaign

Green my Apple Online campaign

Email to take the message to Jobs

Tagging and Social Networking sites

Technorati to reflect the buzz

Desktop viral: Hug your Mac

Results (9 months after the start of the campaign – March 2007) n n n 470, 000 Google references 4, 070 Blog entries 50, 000 letters to Steve Jobs 1, 000 Unique Visits 10, 000 newsletter signups Winning Webby award Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”

Result

Why did this campaign work?

Greenmyapple: Why it worked? n Knowing the audience n Not being afraid to utilize WEB 2. 0 n Clearly defined end of campaign (giving people targets)

Online&offline campaigning

Online Petitions: Results n Guantanamo: 30, 000 signatures n Eyes on Tony Blair: 8, 000 eyes in October 2007 – collected since 2003 n Million faces: 1, 011, 672 faces to date (since 2003);

Why online petitions do/don’t work?

Why online petitions do/don’t work? n Awareness raising n Shows public concern n Quick and easy to engage But…. n Fatigue

Fighting the fatigue

Fighting the fatigue n. Avaaz model n. Campaign marketing vs ecampaigning n. Creative ideas n. Clear objectives n. Simplicity of message action n. Pleasant experience

MAKEPOVERTYHISTORY - New Media evaluation results -

Make Poverty History new media results n 800, 000 people taking action online n 1 million actions n 500, 000 people emailed Tony Blair n estimated 10 million visitors to the website n 53% of people who received an email took action

Make Poverty History new media results n Awareness raising + easy actions which engaged a wide range of people n Number of people taking action attracted attention of public and politicians n Politicians took interest in new media as a tool for communicating with their constituents

Make Poverty History new media conclusions n n n New media needs to be part of campaigning strategy both offline and online, included in planning from the very beginning Ongoing campaign communications need to include new media experts Buy-in from most senior managers is needed as to what new media can contribute and how To be successful, new media activity needs to be properly resourced Communications need to go beyond the ‘broadcast’ model

Questions to reflect on What are the lessons to take away from these examples? Thinking of your own organisation/campaign what are the opportunities? …. And what are the obstacles?