does e-campaigning work? oxfam international - t. noirfalisse
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Thomas Noirfalisse presentation at the Council of Europe's Forum on the Future of Democracy - Madrid, Oct. 18, 2008TRANSCRIPT
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Oxfam Internationale-campaigning model
Forum for the Future of DemocracyCouncil of Europe - Madrid - October 16, 2008
Presentation by Thomas Noirfalisse
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• 13 organizations• 3,000 partners• over 8000 employees• Up to 100 countries
Oxfam International
We believe we can end poverty and injustice,as part of a global movement for change.
Development programs - Emergency and humanitarian work - Campaigns
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Research
Advocacy
Media
e-Campaigning
PopularMobilization
Field, grassroot, development work
Oxfam’s campaigning model
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Oxfam’s vision of campaigning
A global campaigning force promoting global citizenship
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Why?
To shift public opinionin order to make equitythe same priorityas economic growth.
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Essential Services Rights in Crisis Economic Justice
Areas of campaigning
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Research
Advocacy
Media
e-Campaigning
PopularMobilization
Field, grassroot, development work
Oxfam’s campaigning model
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e-campaigning is about…
• Raising awareness about issues
• 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 to advance a progressive agenda
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Does e-campaigning work?
NO
BRITISH GOVERNMENT OFFICIALS “Mass email campaigns are a complete waste of time.”US DEPT. of the TREASURY : “Do you vote in the USA?”KRAFT FOOD - “The people sending us emails are unlikely to be customers anyway.”
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Does e-campaigning work?
• NOVARTIS - A Win for Generic Drugs: Indian Court Rules Against Drug Maker• STARBUCKS & ETHIOPIA - licensing agreement gave Ethiopians control over their specialty coffee brands. • NESTLE - took the issue very seriously and answered every message personnally
YES
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So What?
Varies from target to target
… but always creates a SPACE
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If you are not a member of the target's constituency, an e-action appealing for a change in behavior will apply little or no pressure.
But in any case, ONE Key learning
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Factors of Success
• Global messaging
• Local resonance
• Choice of targets
• Clear & immediate goals
• Segmentation
• Look and feel
• Celebrities
• Multi-channel
• Human Voice
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The gaps of e-campaigning
• Weak power analysis • Weak reporting• Poorly planned promotion • Weak segmentation
Communication is less relevant to everyone
• Organisational Issues Planning process, deadlines, budget
• One shot (no relationship)• Broken promises (we’ll email
you the results)
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Multi-channel tactic
Inmyname.com Youtube Twitter
Facebook Tumblr Flickr
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Politics 2.0
The web is a haven of messy democracy…
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…but its ideals of transparency, participation &
openness hasn’t yet infiltrated the parliamentary democracy
Politics 2.0
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Challenges
• Listen to your audience’s concerns• Be conversational, not unilateral• Talk to human beings, not demographic sectors• Speak with a human voice• Write for the Web (you’ve got 6 seconds to be read)
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Networked conversations= new forms of social organization= knowledge exchange= smarter & more organized citizens
Participation in a network changes people fundamentally.
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“Confusion is a word we have inventedfor an order which is not understood.”
Henry Miller (1891 - 1980)
To traditional, well established institutions, networked conversations may appear confused…
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Question Time