Introduction
People-powered campaigns are transforming the world—and our work. Today, nearly everyone has tools for change in the palm of their hand, which is reshaping how organisations like Greenpeace think and operate.
Amidst rapid change we’ve often found ourselves talking about mobilisation and people power without a shared sense, a language, for what we mean.
Why do words like “engagement” ring through our offices as often as smartphones? What is “people power,” anyway? Most importantly, why should any of this matter to you and the people you work with?
The Mobilisation Cookbook is a guide to answer (almost) everything you wanted to know about “people-powered” campaigns at Greenpeace but were afraid to ask. Developed for Greenpeace staff, volunteers, and allies, this guide will help anyone cook up effective people-powered campaigns.
In this guidebook, you’ll find:
- Six “key ingredients” of people-powered campaigns.
- “Recipes” and case studies of people-powered Greenpeace campaigns.
- Five approaches Greenpeace teams and offices are using to become more engagement-centric.
- The Engagement Pyramid – a tool for providing a full spectrum of roles for people.
- Eight examples of volunteering at Greenpeace that reflect the diverse talents and skillsets of 25,000+ change agents around the world.
- Open Campaign strategies and tactics for attracting new people, building and sharing power, and creating stronger, long-lasting campaigns.
The Mobilisation Cookbook was authored by MobLab’s Emily Hunter in partnership with the International Volunteering Lab, the Global Engagement Department at Greenpeace International, and many change agents at Greenpeace and beyond who advised along the way.
Sneak Peek
Ten types of People Power – pg. 9
The Engagement Pyramid – pg. 27
Chapter 3. Organising, Mobilising and Everything in-between, pg. 23
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Other Languages
The Mobilisation Cookbook is available in several languages thanks to contributions from colleagues and volunteers around the world.
Explore Further
- Key Resources from Mobilisation Lab
Reports, toolkits, templates and guides from Mobilisation Lab including campaign strategy, storytelling, digital campaigning, security and more. - Campaign Accelerator Toolkit
A toolkit to accelerate the planning process so we can get campaigns out the door faster to create more effective people powered campaigns. - The Campaign Canvas
From vision and strategy to storytelling and metrics, this template ensures you’ve touched on all the essentials of an effective campaign. - Campaign Strategy: Start Here
Explore more campaign strategy resources in the Commons Library.
