Greenpeace is an infamous nonprofit advocacy group that uses the power of social media in many aspects of its organization. The Executive Director of Greenpeace International Kumi Naidoo acknowledged on CNN the use of social media.
“When we connect online marketing campaign as well as on the ground conventional activities you can get the best impact.” (May 24th 2010)
There are many value levers associated to the implementation of Enterprise 2.0 according to the McKinsey Global Institutes report, and Greenpeace does embrace many of this aspects with their business model.
Image from “Social economy” report – McKinsey & Company
In this blog I will briefly focus on Greenpeace’s efforts to enlist volunteers and raise funds through their use of Social media. This blog will briefly discuss some of the core functionality of Greenpeace such as crowdsourcing, crowdfunding and cyber activism. Greenpeace is a point of realization that social media provides new technologies for engaging with people and an opportunity to change people’s minds allowing them to react and act as a unified and united voice.
Collect Information and Insight
Greenpeace are continually investigating the effects of human activities on the natural environment, conducting research and publicising results including its effects on people and animals as a result of changes in the environment. These issues are predominantly investigated through Greenpeace’s research team and journalist teams, although collating information at times has presented itself through social media. Greenpeace’s Benjamin Borgerding hosted a conversation sharing examples of Greenpeace Germany utilization of crowdsourcing tool Jovoto to design a logo for renewable energy. This initiative invited 40,000 freelance designers to create the logo, Greenpeace received 300 entries with the winner receiving a financial award.
Image from jovoto
Greenpeace has a traditional website to collect donations similar to most organizations methods of collecting funding. However their most interesting endeavour in using social media as a fundraising exercise was around the construction of the ‘Rainbow Warrior III’. Greenpeace used what is now called crowdfunding to generate fundraising for its construction, through an interactive 3D model using Autodesk products and DDB Paris, viewers can select items that they would like to buy or help fund its construction. All donors received a certificate and their names were added to dedication wall on the ship.
Image from Ideasspotter
The project received 100,000 donors from around the world and provided users an opportunity to share their purchases or donations on social media networks through Facebook and Twitter.
The simplistic mission statement form Executive Director Kumi Naidoo is “Greenpeace’s ultimate success will be measured when we are no longer necessary.” The Greenpeace Chronicles
As well as donating and volunteering one of Greenpeace’s fundamental strategies is to simply spread the message, Greenpeace encourages this by taking action and signing up as a cyberactivist. Their use of Social Media has set the standard for other organizations, and when all formal communications and correspondence with businesses fail social media is a very important tool in Greenpeace’s arsenal, an example of this is the Facebook campaign against coal.
Image from Greenpeace
This use of social media to engage supporters set a world record with excess of 80000 Facebook comments in eleven languages in 24 hours. This is one of many campaigns Greenpeace has used social media to improve collaboration and communication tool to educate people and spread their message.
Screen capture from The Greenpeace Chronicles
- Let’s take a break, a Nestle break, Greenpeace vs. Nestle. (jcoglan2013.wordpress.com)