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

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 Oxfam International

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, …

Oxfam’s campaigning model

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

Make Trade Fair e-campaigning model

Launched in August 2002 a prime channel for the campaign 1,9 million unique visitors in 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) The Make Trade Fair website

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)

Impact of e-actions – Key learnings Varies from target to target KRAFT FOOD - “The people sending us s 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 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.

–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) 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 The gaps of e-campaigning