building community engagement - sustainability network · building community engagement london,...
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Harnessing the Power of the Persuadables
Building Community Engagement
London, Ontario January 19th, 2016 Graham Saul, Ecology Ottawa Lindsay Telfer, Canadian Freshwater Alliance Raj Gill, Canadian Freshwater Alliance
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Who are you?
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Engagement organizing mixes the age-old organizing principle of ‘organize people where they are at’, with a new world of tactics and tools that let us do this more
effectively.
What is Engagement Organizing?
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1. Have a clear theory of change 2. Know who your people are 3. Plan for successful engagement 4. The importance of data 5. Tell good stories 6. Raising friends…and funds
7. Overcoming your engagement challenges
Agenda
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Theory of change
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Theory of change
• What impact (or change) are you seeking (be as specific as possible)?
• How will increasing
engagement aide in achieving that impact?
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What do “we” need to do to create the change we want to see?
If we do X activity… Then Y will change…
Because…
Step 1: Theory of change
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Ecology Ottawa
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If we do X activity then Y change will result because...
• 2 minutes individually • 5 minutes share at your table • 5 minutes big group debrief
Theory of change - exercise
1. Identify a specific change that your organization is working towards. 2. Think specifically how you need “people” to help you achieve this
change. 3. Develop an “If” “then” “because” sentence that encapsulates this.
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Theory of Change – case study
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Planning for engagement success
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Recruiting your people
Who is your audience?
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“Oblivious”
15%
“Choir” (sold)
15% “Atheists”
(reject)
5%
65%
“Congregation” (receptive)
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• Who are your people? • Where will you find them? • Who do you most need to reach for your theory of change?
Know your people
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• Targeted audience
• First ads
appeared at a football game
• Willie Nelson
spokesperson • Stories of
cowboys • Shared values
of pride & responsibility!
Know your people - case study
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Ecology Ottawa
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Recruitment
Currentstrategiesofrecruitment
• Websitesign-up• Events• • •
Newpoten3alstrategiesforrecruitment
• Canvassprogram• • • •
Remember: who is your audience and where do you find them?
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Engagement
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Leadership Development
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Leadership Development
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Ecology Ottawa
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Plan for engagement success – case study
• Increasing engagement
• Supporting communications strategies
• Broadening supporter-base
Recruitment
Engagement
Leadership Development
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1. Have a clear theory of change 2. Know who your people are 3. Plan for successful engagement 4. The importance of data 5. Tell good stories 6. Raise friends …and funds! 7. Overcoming your engagement
challenges
Training Agenda
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DATA
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Ecology Ottawa’s Nation Builder Tour
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Tell good stories
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Why do stories matter?
Thetruthaboutstoriesisthat’sallweare.-ThomasKing
Theuniverseismadeofstories,notofatoms.-MurielRukeyser
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the x
story
the y
story
the z
story
Your brain on stories
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Your heart on stories
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Political stories
Corporate stories
Movement stories
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What makes a good story?
• Values • Action • Emotion • Heroes • Protagonist
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values emotion action
What makes a good story?
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Tell the right story to the right audience!
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You are not your audience.
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Storytelling is a practice of leadership.
Each of us has a compelling story to tell.
Ganz Method of Public Narrative
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story of
self
story of
us
story of
now
Creating Public Narrative: Linking stories of Self, Us & Now
The Ganz Method
PURPOSE
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Barack Obama’s 2004 DNC Speech
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1. Your personal inspiration – why do you do the important work you do?
2. From personal to professional – what is it about this community that would inspire people to join your efforts?
3. Urgency – why do you need people to join your efforts NOW?!?
Tell good stories – worksheet S1
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• 10 minutes individually • 2 minutes each with a partner • 10 minute big group debrief
Tell good stories – worksheet
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• In 2 minute or less, have one member of your group describe one specific engagement or communications challenge your group is currently facing.
• Other participants: listen, offer 5 minutes or of ideas for overcoming the challenge based on something you’ve learned in this training and/or from your own experience.
• In 1 minute tell us what you heard.
In the gently warm seat!
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INTEGRATION
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• Whatarewedoingnow?• Whatdoweneedtobedoing?• WhatcanIdofirst?
Integration
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Wrap-up