How does it work?

The Mobilisation team is tasked with writing the outreach language that supporters receive in emails and on social media, and they use a particular writing and messaging style that is likely to engage supporters. At the same time, Campaigners, who are often the issue experts, need to review those communications for factual inaccuracies.

Greenpeace Argentina noticed, however, that during the heat of a campaign Mobilisation has to be able to react quickly to changing circumstances and fast-paced online dialogues, but were often getting bogged down in that approval process. So they implemented a unique measure to prevent this. When Mobilisation creates outreach communication (e.g. an email, an SMS message), they send it to the Campaign team to check for factual accuracy. The Campaign Lead has two hours from the time the email is sent to respond. If the Mobilisation team does not hear back within two hours, it is interpreted as full sign-off and the outreach can be sent or published.

What’s the impact?

To do effective mobilisation work, the Mobilisation department has to be able to react quickly to changing circumstances. This mechanism allows them to retain that ability. In addition, this mechanism sends a clear signal to all departments that Mobilisation is not just a department that serves other departments internally, but a central campaign force in itself.