Online Engagement Tool/Website
The Organization seeks to develop an interactive online engagement tool (video, animation, quiz, app, something entirely different, or some combination therein) that illustrates the achievability and importance of a personal 20 percent reduction in carbon emissions and how individual actions can have a large, aggregate effect. Ideally, the tool will incentivize repeat visits as individuals work toward their own 20 percent goal and to extend their emissions reductions beyond themselves and their family—to their community, workplace, and government at all levels. To help facilitate engagement, the tool should also include ways to capture user information so UCS can continue to engage visitors through our email network. UCS will use the web feature as part of a larger promotional campaign to promote the book and the personal choices needed for a down payment on the deep cuts in overall carbon emissions needed to stabilize the planet’s climate.
Goals:
• Engage target audience on the issue of personal choices, with a focus on the 20 percent emissions reduction goal and its implications.
• Recruit new supporters.
• Promote the upcoming book (as an incentive for membership and/or as an additional resource for making choices).
• Solidify UCS’s brand as an independent, science-based non-profit.
Technical Parameters
• The feature must work within the Convio CMS (for web-based product) and name capture must sync with Convio CRM.
• The feature must be visible/usable from popular mobile operating systems, including iOS and Android OS, and be cross-browser/cross-platform compatible (Mac, PC).
Audience:
• UCS members and activists (and potential members/activists). UCS’s core audience is generally age 40-60 and more likely to be male than female (60%/40%). They are highly educated (four-year degree minimum), highly value education, and are able to give $100-$10,000 annually. They’re geographically location-weighted toward the coasts. Our target audience is politically active as well as politically progressive and environmentally concerned. They are extraordinary news consumers (most read New York Times, New Yorker, and a range of other news/commentary online and offline), frequent travelers, and practice progressive consumerism (e.g., own a hybrid, buy local/organic, dedicated recyclers, eschew bottled water). A significant subset have scientific training (30-40%) and/or are first adopters.
