1. Pyramid of involvement 90 9 1

2. http:// groundwire.org/blog/groundwire -engagement-pyramid

3. Observing Acting Contributing Owning Leading

4. Observing Acting Contributing Owning Leading

5. Observing Acting Contributing Owning Leading

6. Observing Acting Contributing Owning Leading

7. Observing Acting Contributing Owning Leading

8. Observing Acting Contributing Owning Leading

9. Endorsing Endorsing Observing Acting Contributing Owning Leading

10. Endorsing Endorsing Endorsing Endorsing Observing Acting Contributing Owning Leading

11. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube

12. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle

13. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle

14. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle

15. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle ~1,000 people became Nestle ‘friends’ on Facebook 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle

16. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… 750 people gave a gift to fund a press ad – 50% of them their first gift ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle ~1,000 people became Nestle ‘friends’ on Facebook

17. Kit kat – the pyramid the ran away with itself! 1,300,000 people have viewed the Kitkat ad on YouTube 300,000 people have emailed Nestle ~1,000 people became Nestle ‘friends’ on Facebook 10% of our appeal donors gave an extra gift to our palm oil appeal – in 10 days… 750 people gave a gift to fund a press ad – 50% of them their first gift ~8,000 people stopped and had there first face-to-face conversation with Greenpeace and then wrote to Nestle 3 people ‘dropped’ in on their AGM

18. A patchwork of involvement that was building a mighty pyramid 91,000 people became beneficial owners

19. A patchwork of involvement that was building a mighty pyramid Hundreds of people twinned with our orchard and allotment

20. A patchwork of involvement that was building a mighty pyramid 8% people of Airplotters contacted have started direct debits – so far! Over 2,000 donors gave an extra gift to Airplot = £67,000 Just under 200 people took out a direct debit as a result of our thank you email to Airplot joiners

21. Social block Legal block Physical block We won here Our vision was - unashamedly - here

22. A work in progress pyramid - bp >2,000,000 people have viewed the BP competition

23. A work in progress pyramid - bp >2,000,000 people have viewed the BP competition All donors have been asked to join the competition, and we took out an ad

24. A work in progress pyramid - bp >2,000,000 people have viewed the BP competition Thousands of people have re-branded bp on our streets All donors have been asked to join the competition, and we took out an ad

25. A work in progress pyramid - bp >2,000,000 people have viewed the BP competition > 2,359 people have entered our competition Thousands of people have re-branded bp on our streets All donors have been asked to join the competition, and we took out an ad

26. A work in progress pyramid - bp >2,000,000 people have viewed the BP competition Thousands of people have re-branded bp on our streets All donors have been asked to join the competition, and we took out an ad Just started to recruit on our homepage > 2,359 people have entered our competition

27. A work in progress pyramid – bp >2,000,000 people have viewed the BP competition Thousands of people have re-branded bp on our streets 2 people climbed bp’s headquarters 3 people interrupted bp’s National oil convention speech All donors have been asked to join the competition, and we took out an ad > 2,359 people have entered our competition Just started to recruit on our homepage

28. A work in progress pyramid – bp

29. Table Talk

30. Opportunities and Planning

32. Communications Planning Brand narrative Story Story Story Campaign Issue Issue Issue Issue Issue Communications Strategy Story Story

33. Campaign Coordination J F M A M J J A S O N D PRIORITY COMMS STORY ISSUE AGENDA campaign 1 TRADE wedge 1 COFFEE/Commodities X wedge 2 LABOUR/COTTON X X Campaign 2 EDUCATION X X Campaign 3 CONFLICT/ARMS X CHANNELS media/PR supporter newsletter X X X fundraising appeals X X X X X X email X X X X X X X X X X X X

34. Communications Prioritisation J F M A M J J A S O N D PRIORITY COMMS STORY ISSUE AGENDA campaign 1 TRADE wedge 1 COFFEE/Commodities X wedge 2 LABOUR/COTTON X X Campaign 2 EDUCATION X X Campaign 3 CONFLICT/ARMS X CHANNELS media/PR supporter newsletter X X X fundraising appeals X X X X X X email X X X X X X X X X X X X

35. Activity Alignment J F M A M J J A S O N D PRIORITY COMMS STORY ISSUE AGENDA campaign 1 TRADE wedge 1 COFFEE/Commodities X wedge 2 LABOUR/COTTON X X Campaign 2 EDUCATION X X Campaign 3 CONFLICT/ARMS X CHANNELS media/PR supporter newsletter X X X fundraising appeals X X X X X X email X X X X X X X X X X X X

36. Greenpeace US Save the Whales

38. newsletter with supporter involvement

40. EveryChild Christmas appeal – Mail and e-mail

41. Integration with web and landing pages

42. E-bulletin Ask: watch vid & take action Connect Ask: watch vid & take action High Street Ask: Have a break & photo SMS announcing launch Ask: URL for info Action leaflet Ask: URL, text to take action Employee? Ask: URL for info/ask questions? GPUK PO page Video Email the company action Send email to company Have photo taken No photo but contact details given Video promotion Ask: watch vid & take action Thank you email Thanks! Here’s your photo, please send it to the co. Thank you email Thanks! 2 nd quick & easy ask – sign up to FB group, FB status, etc Email photo to company Thank you email Thanks! Please watch the video and take the action Reminder email Please watch the video and take the action Action email Download the orang mask, take a photo & email to company Action email Thanks! Please send photo if you’ve didn’t. Why not change FB picture? Action email Did you get a response from the co? Please send it on. Why not tweet them a question? Feedback email Count of sign-ups/actions taken. Check out background webpage GPUK PO action page Actions to take Background info on campaign Action email Please phone the company Facebook actions Email company Facebook actions P.T.O. Palm Oil Supporter Journey 2010 17 th March 17 th March - 17 th March 17 th March - 17 th March - 24 th March 29 th March 22 nd March 17 th March - 27 th March - 31 st March 7 th April 12 th /13 th April Online banners Ask: URL, text to take action 17 th March -

43. Ebulletin GPUK website Thank you email 1 Thank you email 2 Mid-May follow-up email Thank you email 5 Intro email 2/ thank you Photo action Email action Press inserts Photo not taken but opted-in for info Thank you email 4 On-street leaflet Paid-for banner ads Supporter-hosted banner ads Google Adwords SMS from press ad Get email details Intro email Email action Photo taken on street Thank you email 3 Email your photo to company Palm Oil communications to potential GPUK supporters Email action Thank you email 6 F2F fundraising teams will also be participating in the photo action work Email action ask Email upgrade ask Email cash ask Mid-May: follow-up email Mid-June: follow-up email Postal cash ask Postal upgrade ask Postal reminder Postal reminder Connect – Palm Oil special Palm Oil communications to existing GPUK financial supporters Mid-June follow-up email Web team Direct marketing – recruitment activity Campaign-led communication Active Supporters programme E-mail and e-action follow-ups – new programme Direct marketing – development activity Key