1. Measuring and achieving impact: How NGOs can use new media effectively Branislava Milosevic (CAFOD), Duane Raymond (FairSay), Zoe Laycock (Frontofmind)

2. Online to offline campaigning

4. Online only campaign

5. Green my Apple Online campaign

7. Email to take the message to Jobs

8. Tagging and Social Networking sites

9. Technorati to reflect the buzz

10. Desktop viral: Hug your Mac

12. Results (9 months after the start of the campaign – March 2007) 470,000 Google references 4,070 Blog entries 50,000 letters to Steve Jobs 1,000,000 Unique Visits 10,000 newsletter signups Winning Webby award Dell: “We challenge the Electronics industry to adopt a 100% takeback policy worldwide…”

13. Result

15. Why did this campaign work?

16. Greenmyapple: Why it worked? Knowing the audience Not being afraid to utilize WEB 2.0 Clearly defined end of campaign (giving people targets)

17. Online&offline campaigning

21. Online Petitions: Results Guantanamo: 30,000 signatures Eyes on Tony Blair: 8,000 eyes in October 2007 – collected since 2003 Million faces: 1,011,672 faces to date (since 2003);

22. Why online petitions do/don’t work?

23. Awareness raising Shows public concern Quick and easy to engage But…. Fatigue

24. Fighting the fatigue

25. Avaaz model Campaign marketing vs e- campaigning Creative ideas Clear objectives Simplicity of message action Pleasant experience

26. MAKEPOVERTYHISTORY - New Media evaluation results -

27. Make Poverty History new media results 800,000 people taking action online 1 million actions 500,000 people emailed Tony Blair estimated 10 million visitors to the website 53% of people who received an email took action

28. Awareness raising + easy actions which engaged a wide range of people Number of people taking action attracted attention of public and politicians Politicians took interest in new media as a tool for communicating with their constituents Make Poverty History new media results

29. New media needs to be part of campaigning strategy both offline and online, included in planning from the very beginning Ongoing campaign communications need to include new media experts Buy-in from most senior managers is needed as to what new media can contribute and how To be successful, new media activity needs to be properly resourced Communications need to go beyond the ‘broadcast’ model Make Poverty History new media conclusions

30. Questions to reflect on What are the lessons to take away from these examples? …. And what are the obstacles? Thinking of your own organisation/campaign what are the opportunities?…..