By Gideon Rosenblatt, Mobilisation Lab
Use this tool to visualise the different ways a person might get involved with your campaign, from the lower commitment activity of observing and endorsing to taking up active leadership. The Engagement Pyramid is a tool that enables us to map how people can engage at different levels of “depth” in our campaign — and recognise that more people are likely to engage when the level of commitment required is lower.
You can also use the pyramid to work through how you might “level up” people and to ensure that you’re adequately catering to people who are willing to commit in different ways. Try not to get too caught up in the specific categorisations; you can use those as helpful prompts, but what a low-, medium-, or high-level of commitment for one organisation or campaign is could be very different for another.
Adapted from Gideon Rosenblatt’s Engagement Pyramid: Six Levels of Connecting People and Social Change.
Levels of Engagement
Interested in cause; aware of org/campaign: Learning more via friend, DD, media, social media
Visits website / soc media; attends an event
Agrees to receive info; Provides contact info or subscribes
Reading and watching your communications
Single-step or straightforward actions with low risk / investment
Signs petition, makes one-time / small donation, shares content
Multi-Step Assignments / Actions representing significant contribution of time, money, or social capital
Joins group, attends event, makes large donation
Ongoing, Collaborative Actions: Major investments of time, money, and social capital often blur; your org/campaign = source of passion
Publishing about your campaign, public speaking, deep volunteer involvement
Leads Others: Engaged becomes the engager; Focuses on training others; Easily confused with staff
Organising others, recruiting donors, serving on board
Email subscribers (active within last year)
People indicating they want to volunteer with you
One time donors
Participating in volunteer welcome program
Recruited by leaders
See the original version of this tool by Gideon Rosenblatt. The Mobilisation Lab made some modifications to the Engagement Pyramid as part of The Campaign Accelerator Toolkit. This is a practical guide by Mobilisation Lab for planning campaign projects. It includes visual templates, methods and exercises.