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Oxfam International’s e-campaigning model

Oxfam International’s e-campaigning model. Symposium on E-democracy: new opportunities for enhancing civic participation Council of Europe - Strasbourg - April 24, 2007 Presentation by Thomas Noirfalisse. Oxfam International. Confederation of 13 organizations 3,000 partners

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Oxfam International’s e-campaigning model

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  1. Oxfam International’se-campaigning model Symposium on E-democracy: new opportunitiesfor enhancing civic participation Council of Europe - Strasbourg - April 24, 2007 Presentation by Thomas Noirfalisse

  2. Oxfam International • Confederation of 13 organizations • 3,000 partners • Up to 100 countries • to find lasting solutions to poverty, suffering and injustice. • Long-term development • Emergency and humanitarian work • Research • Campaigning

  3. Oxfam’s vision of campaigning • We strive to be • A global campaigning force promoting the awareness and motivation that comes with global citizenship • We seek • To shift public opinion in order to make equity the same priority as economic growth. • 3 main areas of campaigning: • Trade and economic justice > Make Trade Fair • Arms control > Control Arms • Health and education > GCAP, GCE, …

  4. Oxfam’s campaigning model

  5. For Oxfam, e-campaigning is about: • Engaging with people and encouraging people to engage with each other • Inspiring a new generation of people to have hope for their country and world • Channelling the power of public opinion into high value opportunities to advance a progressive agenda

  6. Make Trade Fair e-campaigning model

  7. The Make Trade Fair website • Launched in August 2002 • a prime channel for the campaign • 1,9 million unique visitors in 2005 • 6 languages • Big Noise petition = 20 millions sign ups (6% online) • High level of duplicated content on affiliate website • half and half model (not a global action center, not a portal)

  8. Factors of success • Global messaging • Local resonance (culturally adapted, multilingual, …) • Choice of targets • Clear, immediate goals for e-actions • Segmentation • Look and feel • Celebrities • Interconnection between all campaigning dimensions (from top line messages to in-depth research)

  9. Impact of e-actions – Key learnings • Varies from target to target • KRAFT FOOD - “The people sending us emails are unlikely to be customers anyway and so we paid little heed to the messages.” • NESTLE - “We take the issue very seriously and endeavour to answer every message manually.” • NOVARTIS - Open-letter exchange (through media and websites) + replied to all e-supporters • STARBUCKS - Responds To Oxfam YouTube Video With Their Own (1 Jan 2007) • BRITISH GOVERNMENT OFFICIALS - “Mass email campaigns are a complete waste of time. Postcards are impactful if very high in number. Personal letters from constituents are most effective.” • US TREASURY -“Do you vote in the USA?” • ► If you are not a member of the target's constituency (whether commercial or political) an e-action appealing for a change in behaviour will apply little or no pressure.

  10. The gaps of e-campaigning • Persuasive analysis and reporting: practitioners are not doing analysis and reporting that persuades senior management and trustees of the importance and potential of e-campaigning activities. It perpetuates the cycle of under-investment and under-achievement. • Poorly planned promotion and new supporters acquisition energy goes into launch rather than promotion.  • Lack of unified approach. • Without creative e-actions, the action fails to attract participants • Participation – THE campaigning organisations' single biggest mental obstacle (from Web 1.0 to Web 2.0) • Segmentation, communication is less relevant to everyone • The perception that e-campaigning operates independently of other forms of campaigning like media, local groups, face-to-face advocacy and direct mail actions. • Organisational Issues(planning process, deadlines, budget)

  11. The gaps of e-campaigning • Impact / influence research (still a lot needs to be done) • Deepening engagement (harder to acquire and retain supporters) • Glocalized messages • Participation • Segmenting the audience • Coordinated actions using a range of simultaneous approaches

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