At this week’s DigiShift, we heard from Paul de Gregorio, founder of Rally and a leading digital engagement and mobilisation strategist. Paul’s talk was totally packed with insights, so if you have a bit of time it’s definitely worth checking out the recording on our YouTube channel.
Here are just a few of the points he covered:
First of all, Paul emphasised why digital mobilisation is important:
Paul highlighted the rapidly-changing context we are all experiencing right now. At times like this, it’s really important to be able to engage and inspire lots of people, and respond rapidly to events to motivate responses and actions.
Doing digital mobilisation well is about leading with values not products. So appealing to people’s deeper beliefs rather than trying to offer superficial benefits. This means you can build a strategy that is centred around attraction, not acquisition.
But it’s worth remembering that micro acts are meaningful – even small, ‘low bar’ actions are significant starting points on people’s engagement with an issue. Paul summarised this brilliantly by highlighting that every movement needs to have some ‘easy doors’ to walk through.
Paul turned to the example of Bernie 2016 to highlight a few key components of successful mobilisation. First, the campaign had its values up front and centre. Secondly, Bernie’s campaign used ‘we/us’ language rather than ‘me/I’. This is much more inclusive and shares agency with the people you are trying to involve. Another way of talking about this is to emphasise ‘horizontal’ framing rather than ‘vertical’ framing in the language we use.
Greenpeace’s Mobilisation Lab has lots of expertise and resources. For example, the key points of a good mobilisation story:
Greenpeace are also a great example of having a diverse, rich portfolio of actions – always trying lots of things but keeping each ask simple. This helps them see what engages their supporters and reinforces the sense that they are doing things together.
Paul had loads of other brilliant insights and advice for organisations thinking about digital mobilisation. To repeat myself, go and watch the recording! As you might expect, with such a good presentation, there were lots of great questions. Here are a few of my favourites:
So if you’re thinking about using digital to mobilise people, or even if you’ve been trying it for a while, it’s worth catching up again on this DigiShift call.