Four lessons from our most successful petition

Matilda Borgström - 350.org
Presentation from Impact Space Amsterdam 2024
For more info see https://www.impact-space.org/

1. 350

Four lessons
from our most
successful
petition

Learnings from the Warm This Winter
coalition campaign

Matilda Borgstróm

Senior Digital Campaigns Specialist, 350.0rg

2. Coalition campaign
with over 50 UK
charities and NGOs

(some of which are
here | think ©)

Demand:

The UK government
needs to act now to
help people struggling
with energy bills, and
to ensure we all have
access to affordable
energy in the future.

For more information
check out the coalition
website

warmthiswinter.org.uk

3. 350

Demands

« Emergency support to people on the front-line of poverty this
winter.

+ Launch a properly-funded programme of home upgrades and
insulation across the UK.

« More than triple the amount of renewable energy in the UK by
2030 so that we can permanently lower bills.

+ Free us from oil and gas so that we can escape our dependence
on volatile fossil fuels.

4. About the
petition:

Ran from 26th August 2022 and
was handed in on 6th March 2023

Total number of signatures across
coalition: 417,966

350.org signatures: 81,303
From paid ads: 67,676, with an

58.70% opt in rate = 38,991 new
supporters on our list

ign Now: Warm This Winter

5. 4things
learnt:

350

6. 1.The cost of living crisis was
and is affecting almost
everyone in the UK, this
petition felt relevant and
urgent to people.

2.We saw sign-ups and opt-
in rates go up, and cost per
new signup go down when
energy crisis was in the
news

7. 1. This petition was less climate-
focused that our other work
2.Supporters who joined our list
via this petition were taking
fewer subsequent actions, and
donating less than supporters
who joined via more climate-
focused petitions.

3.Now, a year later we're seeing a
high rate of these supporters
leaving our list, due to inaction.

8. 1.Our current automated re-

engagement process:

a.Re-engagement list after 12
months inaction

b.Unsubscribed 90 days later if no
action

2.Identifying un-engaged
supporters much earlier
and doing targeted work to
re-engage them.

9. 1.Some people want to sign the
one petition - and take no
further action with your
campaigns.

2. This is fine, and it happens!

3.Re-engagement is important,
but don't spend too much
time trying to engage
supporters who don't really
want to be on your list.