Campaigning in a crisis context: A solutions approach Dimitris Ibrahim

ERFC International Conference March 31st 2015

A bit of background

• 6th consecutive year of recession

• Unemployment and poverty numbers hitting historic records.

• Policy access key challenge

• Energy poverty rising with fatal consequences

In order to campaign effectively we needed a project that addressed the most visible consequences of recession

This school represents millions of buildings: an old building, really drafty, with its heating oil requirements above its annual budget.

It all started with a school…

Crowdfunding

Storytelling

Documentation

Massive promotion

Offline

Why was this project successful?

1. Numbers

Within 2 months reach the digital FR goal of 40,000 euros and raise 43,820 euros by 2,004 supporters. Overall raised almost 90,000 euros.

• 72% new supporters

• 73% average email open rate

• 45 donated twice

• 202 expats

2. Responding at the speed of light 'extreme Big Listening’: real-time monitoring all the related conversations, identifying when it's best to join and aggressively campaign, respond to spikes and endorse social media influencers as well as celebrities.

3. Clear policy objective (demand)

Reacted for the first time and announced retrofitting programs for schools in areas most affected by cold.

4. Cross-engagement

• 65% of the donors came through other work

• Continuity in engagement and communication

• Call for meaningful action (tangible contribution)

Next steps…

- Policy and mobilization work to promote net metering

- Crowdfunding for net metering

- Policy and mobilization work for energy retrofit program

- Network with stakeholders