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Dogwood Initiative

Leading the epic fight to keep Exxon Valdez-sized oil tankers off the coast of British Columbia is a nonprofit we've been working with the past few years called Dogwood Initiative. Oil corporations have identified B.C.’s coast as an ideal location for a tanker port. If the tanker port is built, hundreds of oil tankers per year will threaten this pristine coastline.

Our strategy team worked with Dogwood to create an Engagement Pyramid framework to identify levels of involvement with their community of supporters. Their engagement work is backed by a customized Salesforce.com database and integrated website we implemented.

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Dogwood Initiative

No Oil Tankers!

This fight—the fight to protect ancient rain forests, wildlife, and coastlines from an ecological disaster—is a daunting one, against some of the most powerful corporations and governments in the world.

To get a permanent ban on oil tankers, Dogwood Initiative is working to get a majority of federal, provincial and local politicians on their side. They do this by building a really, really big network of people who will sign petitions, send letters, call and rally to put pressure on their policy-makers. And they do that with the help of Groundwire engagement strategy and tools.

Our strategy team worked with Dogwood to create an Engagement Pyramid framework to identify levels of involvement with their community of supporters. Their engagement work is backed by a customized Salesforce.com database and integrated website we implemented.

The Dogwood staff is extremely good at outreach and has many new supporters coming into their organization ready to work. We wanted to make sure they could track each relationship in Salesforce using Groundwire.org's Engagement Tracker, a tool for tracking online and offline actions by an individual supporter.

Each action receives an Engagement Pyramid level from 1-8, a measure of the level of effort and engagement it takes to complete that action, for example: signing a petition is a level 1 action, donating is level 3 and so on. Using this data from Salesforce, the Dogwood team can target by region and leadership level.

Dogwood Initiative uses Salesforce to implement automated email campaigns, to effectively segment their list, and to track outcomes to better identify leaders. From small battles to big wins, they are building momentum and bringing policy-makers over, one by one, to ban oil tankers and protect this majestic region.

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