Advocacy poster - Githubissues

OpenMatt commented 9 years ago

Showcasing our accomplishments / how we got good at mass advocacy

OpenMatt commented 9 years ago

@valianttry can you provide
a) list size numbers year by year (for 2011, 2012)
b) key milestones to add (correlating to list growth. or: major milestones)
c) key partners I should add to the bottom for "network"? just the biggies.

valianttry commented 9 years ago

List Size (active, subscribed emails): Today: 1,658,326 2014: 1,241,718 2013: 708,784 2012: 412,233 2011: 18,429

valianttry commented 9 years ago

After talking to Chris R about partners:

Digitale Gesellschaft, EFF, Access, FFTF, Free Press

valianttry commented 9 years ago

Here is a list of key grassroots online organizing milestones that have driven our community growth:

November 2011: SOPA
June 2013: joined Stopwatching.us coalition (Snowden)
June 2014: Launched Net Neutrality campaign (Tile, snippet, FF+Y email, Facebook, Twitter, MoFo Email = 300K+ signatures (of 4 million presented to FCC) + 7000+ phone calls
February 4 2015: Tom Wheeler (FCC Chair) announces strong rules - momentum picks up
Feb 24: FCC votes to protect net neutrality, Mark's email subject line "We Won" sent
April 2015: Launch USA Freedom petition
June 2015: USA Freedom passes, Mark's victory email subject line "We did it again"
July 2015: Hire Global Digital Campaigner
August 2015: Issues survey to full list
September 24, 2015: Mozilla launches first non-english grassroots online campaign fighting data retention in Germany (https://petitions.mozilla.org/data-retention/) (DE snippet first non-EN snippet supporting advocacy)
October 2015: Mozilla joins https://savecrypto.org/ coalition campaign to ask Obama to weigh in on encryption
Oct 6, 2015: Mozilla sends first non-english email for grassroots support of data retention to Germany segment of mofo list (~23k recipients)

OpenMatt commented 9 years ago

Updated mock-up

advocacy mock-up 001

OpenMatt commented 9 years ago

@lovegushwa does that work? I'll put the assets here if so.

valianttry commented 9 years ago

Maybe i'm behind a version -- but please remove Public Knowledge and add Access Now to the partners list.

OpenMatt commented 9 years ago

@valianttry k

lovegushwa commented 9 years ago

@OpenMatt yes I think I can do. Assets and the digital file you used to make this would be great.

OpenMatt commented 9 years ago

@lovegushwa ok sent you the Keynote file

OpenMatt commented 9 years ago

Updated mock-ups

@lovegushwa: Here's mocks for the three slides Mark talked about:

1

advocacy posters 001

2

advocacy posters 002

3

advocacy posters 003

4

maker party poster 001

Images: http://openmatt.org/2013/10/10/favorite_webmaker_community_photos/
Maker Party logos + more photos easily found online

OpenMatt commented 9 years ago

Mock 2

This one is just a straight up logo fest. I don't have special access to high res logos -- although @edrushka or @sabrinang or @Melechuga might have the logos that come from Ford Open Web. Or if you can get away with just grabbing off the web, coolio.

OpenMatt commented 9 years ago

Mock 3

obviously the images in the mock-up are ugly. the point is: you could add some visual assets around / in conjunction with a timeline, however you see fit / using whatever assets you want.

Here's copy for mockup (3):

Momentum. Open internet issues have hit the mainstream, and are spreading globally.

January 2012  "Internet blackout"  (SOPA / PIPA)
June 2013  Joined Stopwatching.us coalition (NSA / PRISM)
June 2014  Launched Net Neutrality campaign (300,000 signatures +  7000 phone calls)
Feb 2014  Win. FCC votes to protect NN.
April 2015 Launched USA Freedom petition (surveillance)
June 2015 Win. USA Freedom  Act passes
Sep 2015 Launched first non-EN campaign (Germany / data privacy)

lovegushwa commented 9 years ago

@OpenMatt these poster ideas are great.

Here is the poster plan I discussed with Mark after you jumped off. Depending on the available space we should be doing something like 3 to 5 Leadership and Advocacy posters (equal number of each). The Mozfest poster should sit between. Leadership posters on the left. Advocacy on the right. Each set should have it's own color theme (see you can tell Advocacy and Leadership apart at a glance.)

Check out the plan below, we need to account for the five year history poster if it's included (could go in the center to the left of the Mozfest poster). Phia is going to confirm the amount of wall space available.

OpenMatt commented 9 years ago

@lovegushwa cool

I added a 4th mock-up for Advocacy, above. For Maker Party.
It riffs off this infographic Mark mentioned: https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcRENMqn14M40lpJRUG_STTgHweLyEPDHnw19hc7FbJkfm9YealF6SQLIm0
plus this:

lovegushwa commented 9 years ago

@OpenMatt this is great thank you! ... I'm jumping on the deck for a bit tonight and I'll pick up on the posters tomorrow. This helps me pin down the visual language a bit.

msurman commented 9 years ago

@lovegushwa - like the colour scheme and layout idea. probably need a final list of what we're including in each of those poster sets. also, probably need a couple of the orange ones in the centre, maybe vertically stacked?

Core poster set (orange)

Mozilla Foundation - 2010 - 2015 (some copy about what you're looking at)
Simple timeline (will develop from Ben's)
Newspaper quote

Leadership set (purple)

Leadership (some explanatory copy)
MozFest - an engine for creating leaders
Leaders poster #1
Leaders poster #2
Networks timeline (will develop from Ben's)

Note that I'm moving MozFest, reframing as a 'leadership engine'

Advocacy set (green)

Advocacy (some explanatory copy)
Supporter and revenue growth (plus add benchmarks) (mock 1+)
Maker party (mock 4)
Advocacy campaigns (mock 3)
Bonus prize, partners list (mock 2 but different and adding maker party).

Does this make sense? Do we want a separate ticket for this overall list?

msurman commented 9 years ago

@valianttry do you think we could combine funds raised and # of supporters on mock #1?

I want to make the argument to the board that small dollar fundraising and advocacy work are related, and that there is some rough correlation both in terms of supporter growth and growth in our capacity.

Part of the reason is because I think this is true :). But, also, it's a good way to make the argument that this is a place for us to invest significant additional $$.

msurman commented 9 years ago

@OpenMatt @lovegushwa

Re: Mock 4, going in the right direction but I would say:

Copy should put stronger focus on advocacy and 'teach-in' side of things -> Want to show that teaching is on action people can take in grassroots campaigns -> And, make the point that Maker Party is our most successful ftf / grassroots campaign so far
Still focus on leaders, but shine a bigger light on number of cities and countries -> This shows that we can organize at grassroots when we have a clear CTA -> And, should set up why to invest in doing more systematically (e.g. Sara's work + Amira's work) -> That said, keep the 'young leaders' emphasis -- the youth piece here is strong and worth keeping
On visuals, make the map bigger and have half the number of photos (or something like that) -> Just less busy than right now

msurman commented 9 years ago

@OpenMatt @lovegushwa should have said yesterday, but please do not use the 'Mozilla Advocacy' logo. I argued w/ DaveS about this a ton -- Mozilla's advocacy efforts should not have their own brand. We are just Mozilla.

That said, we do need a way to show the advocacy and leadership stuff as separate, label them clearly, etc. I think Jordan is already headed in that direction.

chrislarry33 commented 9 years ago

Hi all, I am here and following this ticket, please ping for info/review etc

msurman commented 9 years ago

@OpenMatt @lovegushwa @chrislarry33 @valianttry

Mock 2

Can we make this more of a 'partners' network map? And mix partner orgs from both maker party and political advocacy? Maye show different colour for each of those two?

Simple approach would be:

Network map that roughly spans regions, like a spider web Small icons for partners in each category tied to their region

E.g.

Political partners like above APC = South Africa Free Press etc. = US Digital Geshelshaff = Europe CIS = India (need to get India ones from Sara)

Maker Party partners like

Dnet = Bangladesh NWP = USA Etc.

Don't need to be comprehensive, but do show that this stuff is global -- or at least strong in certain regions -- and that partnership is part of the story. Probably only need 15 - 20 partners on the map, not busy, just show the story.

Bonus points, could list ~ number of partners globally if we have that for Maker Party.

chrislarry33 commented 9 years ago

"Bonus points, could list ~ number of partners globally if we have that for Maker Party" working on this plus short list of ones to highlight

chrislarry33 commented 9 years ago

Tagging @amirad as well

Some data:

2014 Global MP Partners: 300 organizations
I'd be comfortable saying 500+ Global partners from Summer Code Party-2015 MP

Good partners to highlight over last 3 years:

Coder Dojo
Netsquared
National Writing Project
Digital Harbor
NYC Department of Education
Institute of Museum and Library Services (this turned into almost a million dollars in grant funds to do web lit with librarians)
CERN’s Citizen Cyberspace Centre
Girls Learning Code
Brooklyn Public Library
Freeformers
Sprout Fund
Telecenter
Maker Education Imitative
Mombasa tech Community
Girl Develop It
Creative Commons
School of Open
World Wide Web Foundation

More here with logos/links to orgs: http://web.archive.org/web/20140904034702/https://party.webmaker.org/partners

chrislarry33 commented 9 years ago

Maker Party design assets found here: http://web.archive.org/web/20140903234547/https://party.webmaker.org/resources

valianttry commented 9 years ago

@msurman absolutely combining growth in people + donors is fine. Some points of clarification (just in case the board asks):

Growth in donations and "taking action" are both metrics for building long term relationships with people around the world. (Many who may only know about our products.)
We see a spike in donations when we 1) win advocacy campaigns; 2) talk about our mission in Firefox marketing campaigns; 3) are "in the news". Donating is an action taken by people with a particularly deep affinity for Mozilla -- across lots of our audiences.
20% of donors opt in to email (we're working on bringing that # up) and those are very high value (highly qualified) prospects for all sorts of work with Mozilla
About 25% of people on our list are also on Firefox + You's list. Love of product and love of our mission well represented.

lovegushwa commented 9 years ago

@msurman @OpenMatt I think we do need a clear way to wrangle these posters into tickets. We could convert #592 into the Core poster set. Make #593 (this thread) the everything advocacy posters thread and #595 the everything leadership poster thread. Any thoughts @OpenMatt ?

msurman commented 9 years ago

@lovegushwa @OpenMatt I agree, do you have time to split / reorg? Or can that wait until tomorrow? Matt is offline for the rest of the day.

Also, #576 probably becomes a part of #595.

msurman commented 9 years ago

@valianttry that's helpful info for the board slides! Thanks.

Re: the diagram, can you help @lovegushwa and @OpenMatt add the dollars numbers to the supporters graphic? I think all we need is total small dollar number from 2010 to 2014, with 2015 projected. Easy to find?

msurman commented 9 years ago

@valianttry one other thing that would help for Mock 1: do you have benchmark numbers on the list size and individual donations numbers for comparable orgs? E.g. EFF, Free Press, etc? Also, maybe same for 350.org or some of the others in Sara's deck?

amirad commented 9 years ago

Chiming in here. We should probably say 400 global Maker Party partners since inception - more conservative since the numbers are hard to count.

Here's a more global breakdown of partners which might make it easier to pin to a map. Take your picking. Dnet = Bangladesh NWP = USA CoderDojo = Global (but we can pin them to Ireland/London) School of Open = East Africa (can pin to Kenya) Code for Cape Town/Creative Commons = South Africa Girls Learning Code/ Toronto Public Library/Textile Museum of Canada/YWCA = Toronto NYC Department of Education/Brooklyn Public Library = NY Institute of Museum and Library Services = USA P2PU = Global National Service Citizen/Think Big/Wikimania = London Digital Harbour Foundation = Baltimore Sproutfund = Pittsburgh St Albert Public Library = Alberta Xinjiang Lake Xudong Community - China Song of Priya - Mumbai CERN Webfest = Switzerland Telecenter = Europe Code Rise = Columbia Code for Nepal = Nepal

Hopefully that is a good spread around the map. If you want more from a specific area just let me know.

valianttry commented 9 years ago

Infographic for revenue growth: http://intangible.ca/2015/03/02/infographic-2014/ Projection for 2015: $3 million total from small dollar giving

valianttry commented 9 years ago

@msurman re: putting our list size or fundraising in context with other NGOs: -- (non-open) organizations are not very forthcoming about the size of their own email lists since it's a strong indicator of health / fundraising capability. I told @OpenMatt I'm not 100% comfortable saying that we are "the largest list focused on web issues" because it is not really possible to confirm that, even though I think it's probably true. I would say "We are likely the largest and growing". I already provided @OpenMatt with a slide from a deck that compares our list growth rate to a 2015 benchmark study of 84 NGOs across multiple sectors conducted by NTEN and M+R (below). Growth rate is going to be much more apt comparison vs. total size. -- There are no comparable orgs for our small dollar fundraising, other than (sort of) Wikipedia, and they raise $50 million+/year. We raise only a small amount from email, which is the most common method for NGO's to raise small dollar revenue. Because we have snippet/product, it's not an apples to apples comparison at all.

advocacy_thinking_-_google_slides