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ENGAGEMENT 2.0
Ruth Ruderham, Prince’s Trust International & Oxfam
What is engagement?
Context
Why we need a new approach
Case Studies & Examples
Concept Models
Conclusions and Take Aways
Our journey today…
OUR JOURNEY TODAY
What is engagement?
Context
Why we need a new approach
Case Studies
Concept Models
Conclusions and Take Aways
So, what is engagement?
…like, share, sign, invite, come to event, create one, wear a t-shirt, give, give more, invite others to do something, invite others to give, invite others to give more, use a twibbon on facebook, RT, download a ringtone, upload a video..
and it is constant…
”Engagement is the expression of support to a cause through a collection
of different actions”
So, what is engagement?
DOMINANT EXPERIENCE IS:
PURPOSE + PRESENCE + IMPACT = CREATES BROADER ENGAGEMENT
SO THAT… WE CAN
• Grow our income• Grow brand awareness, equity and positioning• Achieve long-term portfolio diversification• Grow a robust & committed constituency• Keep good momentum and traction• Grow in influence• CREATE MORE CHANGE
…IF WE WANT PEOPLE TO ENGAGE WE HAVE TO REACH THEM
A campaign that engaged me
OUR JOURNEY TODAY
What is engagement?
Context
Why we need a new approach
Case Studies
Concept Models
Conclusions and Take Aways
BRAVE NEW WORLD
We are not each others’ competition
• New… DIGITAL: Traditional and new is an old definition
• Media is 24 hours
• New mix of channels changes rapidly
• Global platforms cut across boundaries
• User generated content means anyone can create thenews
We are not in control of our own content
The Hero’s Journey
The Hero’s Journey
OUR JOURNEY TODAY
What / Why?
Context
Why we need a new approach
Case Studies
Concept Models
Conclusions and Take Aways
INSIGHTS
• Supporters don’t need us – we have to make them want us
• Supporters don’t want transactions – they want to engage and we have to give them a sense of purpose and possibility
• Supporters create their own stories – ours have to be strong enough to be heard and involving enough to be personal
OUR JOURNEY TODAY
What / Why?
Context
Why we need a new approach
Case Studies
Concept Models
Conclusions and Take Aways
Creating an entire new country…
STRATEGY
Weaknesses
Legal Void
Republic Foundation
Scandal
Opening a conversation
Awareness & understanding
Pressure
Committment
FOUNDING THE REPUBLIC
Populating the new nation
CAMPAIGN PRESS LAUNCH
AmbassadorsDiplomatic Credentials at Presidential House – Santiago Chile
PASSPORTS / EMBASSIES
The first wedding at the República Glaciar
Glacier Group represented in Parliament
Phase 2: Agitating for legal change
May 21st: Presidential Speech: Pledges protection
Impact:
• 79 days of campaigning
• 130K citizens
• 73K email supporters
• Media impact
•Campaign objectiveachieved
PROPOSITION “BECOME A CITIZEN / OBTAIN YOUR PASSPORT”
F2F Web Telemarketing
FACE TO FACE FUNDRAISING
• In the mostimportant cities
• Help fromVolunteers
• Pushing thecampaignmessage
ONLINE FUNDRAISING
• Regular giving
Platform•Get yourpassport online• Integrating web and social media• Link to Donatedirectly• But alsogenerating leads•Click&Call•Constant ROI M&E (we hadsmall budget)
DONORS AND INCOME GROWTH
KEY CAMPAIGN INSIGHTS
• Creativity / Thinking out of the box• Turn problems into opportunities• Integration Campaigns & Comms & Fundraising• Make the best use of resources• Build Momentum towards the ask• Focus: Public Engagement• Have fun• Add a touch of madness…
OUR JOURNEY TODAY
What is engagement?
Context
Why we need a new approach
Case Studies
Concept Models
Conclusions and Take Aways
Traditional Supporter Journey
FR ASK 1
FR ASK 2
FR ASK 3
FR ASK 4
Time
Le
ve
l o
f E
ng
ag
em
en
t
Between the ideaAnd the realityBetween the motionAnd the actFalls the shadow
TS Eliot, The Hollow Men (1925)
INTEGRATION
• Can we produce Public Engagement without working collaboratively internally?
• A definition of integration is ‘a way of working that effectively produces biggest combined outcome from each area and each of us, therefore the best from our organisation in terms of programmes and income impact’.
• BUT it is hard to think impact first, not channel or function…
ONE OF THE DEFINITIONS OF INTEGRATION
• A way of working that effectively produces biggest combined outcome from each area and each of us, therefore the best from our organisation in terms of programmes and income impact.
• Can we think purpose rather than structure?
FINDING SHARED PURPOSE
• Introduction to Canal & River Trust
• A private site face to face fundraising strategy
• Implementation
• Teething problems
• Successes
• Key insights
A 200 YEAR OLD NETWORK
WHAT WE DO….
NOT WHAT BUT WHY
The RSPB maintains and creates wildlife habitats...
The RNLI repair boats and build boathouses...
Save The Children provide food aid and education
...but their emotional positioning is about creating homes for nature
...but their emotional positioning is about saving lives at sea
...but their emotional positioning is about no child being born to die
OUR EMOTIONAL EQUATION
? ?Need + Action = Reward
OUR EMOTIONAL EQUATION
? ?Need + Action = Reward
Potential loss Wonder Sense of waste PrideAnger and sorrow Joy, delight
OTHER EMOTIONAL EQUATIONS
Grief
FearDetermination
Anger Action
A VISION FOR THE TRUST
? ?
Living waterways
transform places and
enrich lives
THREAT
BENEFACTOR
ADVERSARYSUPPORT HERO
BENEFICIARYGOAL
TELLING YOUR STORY BETTER
The beneficiary is in peril and needs help
A hero is daring and focused on achieving their worthwhile goal
The evil enemy of the story is the reason the beneficiary needs help and the hero is called into actionADVERSARY
HERO
BENEFICIARY
MAIN CHARACTERS
BENEFACTOR
In the background is an all-powerful figure who is benign but often passive
Without his / her support, the hero will fail
SUPPORT
SECONDARY CHARACTERS
THREAT
There is always a wider goal than saving the beneficiary, whose rescue will secure greater change
The threat brings the urgency that means that enemy can no longer be ignored
GOAL
PLOT ELEMENTS
THREAT
BENEFACTOR
Past generations Living Waterways.
Transformed places.
Enriched lives.
Everybody today and the
generations of tomorrow
The Trust and the employees
& volunteers who keep the
waterways alive
A relentlessly
demanding world
Donors & Partners
Boaters & Users
Wildlife & Heritage
Ignorance and apathy,
leading to eventual
neglect
ADVERSARYSUPPORT HERO
BENEFICIARYGOAL
THE STORY OF CANAL & RIVER TRUST
THE STORY OF CANAL & RIVER TRUST
CREATING A CAMPAIGN…
ZEITGEIST
– Your issues become topical
– There is an external lever or change that creates opportunity for you
– You have built a swell of momentum
SAVE THE DUCK CAMPAIGN
THE CRISIS
THE CHALLENGE
CREATING A CARAMEL POINT
THE SOLUTION
OUR JOURNEY TODAY
What / Why?
Context
Insights
Case Studies
Concept Models
Conclusions and Take Aways
PARADIGMA…
As routinized political parties and interest groups substitute for participatory democracy, society is increasingly administered at a level remote from input of citizens. Jurgen Habermas
EMOTIONAL EQUATIONS:
Need + Action = Reward
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