How to run a successful engagement campaign

Planning an engagement campaign

Getting people to change their behaviour can be a tricky task. Doubly so when you’re challenging an established pattern like someone’s daily commute, their diet or the things they buy. So, here’s our round up of top tips to make your engagement campaign a successful one.

Communicate the ‘why’

This is often a step that gets missed out when planning an environmental engagement campaign. Before asking your audience to carry out an action, explain your reasons for asking. Firstly, set out why change needs to happen, then what you’re hoping to achieve and finally, how you’re going to measure it.

Provide feedback and reinforcement

A key part of your engagement campaign should be communicating with your participants. Feeding back your campaign’s key milestones, achievements and learning means participants see the impact of their actions – and this is a powerful motivator.

Translating these actions into relatable metrics makes them even more powerful. For example, instead of just reporting back miles cycled, why not convert this into journeys between Manchester and London too? Instead of just reporting kg of CO2 avoided, provide this in terms of the number of days the average UK home could be powered for. By providing these tangible measures participants can make decisions on which actions they should take to have the biggest impact.

Utilise peer power

Empower your people to spread the word amongst their colleagues and you’ll often achieve great things. Make ‘green champions’ out of your keenest supporters and provide them with the tools to engage their colleagues. Many of our clients choose to utilise our nifty Refer a Friend tool where participants receive points for getting their peers involved. This is hugely successful – an average of 25% of participants are brought into the campaigns this way!

Make your engagement campaign fun!

Lastly – and definitely not leastly – is making your campaign fun! Our programmes use gamification elements like leaderboards, prizes and awards to keep things competitive, positive and rewarding. Provide achievable targets and milestones and celebrate when they’ve been achieved – you’ve earned it.

A successful campaign brings all of these elements together to create something that your audience enjoys interacting with, and that’s what we aim to achieve with ours. We’ve already seen huge success with organisations in the UK and abroad with clients ranging from multinational corporations to start ups; Russell Group Universities to some of the smallest in the UK!

Learn more about what we do and how we can help you achieve your goals.

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Bethany Fruen

Head of Communications

Bethany Fruen

Since joining Jump fresh out of university back in 2013 I’ve seen many changes in the way we communicate – both as a company and more widely within the sustainability industry. The current shift of sustainability to the mainstream is accelerating at a pace and it’s exciting to be part of this step change.  The insight I get from individual participants in our client programmes is invaluable as it helps me figure out the best way to get our messages across.

My team and I use digital communications to recognise individual and team success, providing information in a fun, meaningful way that encourages people to take action. It’s about creating a feedback loop where people see that their actions are having an impact and this is very powerful in creating positive change within an organisation.

 

Graham Simmonds

Chief Executive

Graham Simmonds

As CEO of Jump I lead a talented team of professionals committed to sustainability and wellness.  For much of my 35 year career I’ve been immersed in environmental issues, particularly how to engage people in practical action.  Previously I built Trees for Cities from start-up to a global, award-winning charity as its founding chief executive, and I loved developing new initiatives such as The Edible Playground and the Million Trees Campaign.  

In 2011 I set up Jump as I felt organisations large and small want to motivate action amongst their people around wellbeing and the planet, and a professional team dedicated to this purpose would help them accelerate their journey.  I’m also proud to chair the Reward Gateway Foundation which supports organisations and projects that address inequality and disadvantage, with the ultimate mission of making the world a better, fairer, safer and more equal place to work.