Subject: Collaborative campaigns
In a campaigning workshop at yesterday's NCVO annual conference there was a discussion about the challenge of getting campaigning messages heard in the culture of 24-hour news. We talked about whether there are in fact too many campaigns and whether it is possible to collaborate with other organisations to be more effective.
What do you think? Have you launched campaigns with other charities / organisations? Were these successful? Would you do it again? Do collaborative campaigns really have more impact?
This comment was last edited on Feb 12, 2010
I'm seeing more and more cross-sector collaboration for campaigns. Instead of, say, two organizations that focus on cancer (whether it's treatment, research, support, etc.) teaming up for a campaign, it would be a cancer-related organization teaming up with a local hospital. To me, the draw to this kind of partnership is that you potentially reach a much larger audience as the two groups' members/supporters/followers are less likely to be the same people.
For example, here's a campaign partnership between JustMeans and Green Mountain Coffee. They have worked out a way for both organizations to be involved in the campaign by requiring that interested people participate on both websites to complete the application.
I think this campaign partnerships worked because:
- They are both being visibile to the community about working on an issue they care about,
- are both leveraging their current member lists, and
- are also gaining new supporters by the cross over from the each other's sites.
This comment was last edited on Feb 12, 2010
