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'Friend'-ly Online Strategic Planning

'Friend'-ly Online Strategic Planning

Client: Friends of the Earth

Friends of the Earth (FOE) and their federation of grassroots groups in 77 countries defend the environment and champion a more healthy and just world. They are progressive environmental advocates who pull no punches and speak sometimes uncomfortable truths to power. Their approach has yielded victories protecting the planet and its people for four decades. FOE had been aggressively implementing online fundraising and online advocacy campaigns to engage users. However, FOE staff did not have the expertise to evaluate the effectiveness of its website, advocacy, email or fundraising campaigns. Firefly was engaged to provide analysis and strategic planning services to help define the direction of future online communication efforts.

Problem

FOE was spending a lot of time and energy using their online tools, but had no real sense of the results their efforts were yielding. They needed some help from the experts at Firefly to provide a full set of findings and recommendations for their online work. Firefly has a deep understanding of what works for organizations like FOE, and knows how to present information in a way that can be digested by staff at all levels. Our work provided a road map for FOE, making it clear which audiences were most likely to take action and how to speak to these supporters effectively.

Solution

Firefly conducted a comprehensive audit of the Friends of the Earth website and online tools. We presented the findings at a two-day strategy meeting, leading FOE staff through fun activities that examined FOE’s online audience, organizational goals and objectives. The audit looked at various metrics and compared them to FOE’s past performance and Industry averages reported in various non-profit online benchmark studies. Firefly’s presentation incorporated important data including email performance rate by year and by topic, the overlap of activist and donors by year, the engagement level of supporters and the number of website visitors by year.

A major focus of the meeting was reaching consensus on ‘The List’ – a team brainstorm activity that leads to a list of tasks that will be implemented to boost the effectiveness of online engagement. Guided by Firefly, FOE created a detailed list of concrete activities that were designed to meet its organizational goals in the near future. These activities ranged from creating a monthly benchmarks report to searching for and hiring a website design firm to redesign their website. Immediately after the engagement concluded, FOE reached out to Firefly for help in tackling some of these activities. We are thrilled to be able to help the team at FOE make the activities in their plan become a reality.

Tools and Services

Fundraising

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Strategy

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'Friend'-ly Online Strategic Planning