The Ladder of Engagement

The ladder of engagement is a framework we use to help deepen the engagement of our activist base.

Our goal is not only to get more people involved in the campaign, but to encourage greater involvement from those currently contributing. This section provides an overview of the scale we use to track engagement, and what we should be doing for activists at each stage in order to move them up the ladder and help them to deepen their connection to the campaign.

Engagement Assessments & Actions:

In order to track engagement levels, each Stampede user is assigned a ladder status.

– 0-Pending

This person has completed the volunteer interest form and been entered into our system, but has not activated their account. If they are still 0 after 30 days they get deleted.

• ACTION: Get in contact with this person to start building a relationship, get them informed on the campaign, and share next steps to get started.

1 – Prospect

They have activated their accounts but have not attended any event.

• ACTION: Reach out to encourage this person to sign up for their first shift or come to a social.

2 – Recruit

This person has signed up for and attended at least one event of any type, but has not yet attended 3 activism events.

• ACTION: Stay in touch with this person, ask them how their first shift went and encourage them to sign up for another shift.

3 – Member

This person has been to 3 activism events (defined as 'non-social' events). This is the ideal stage that we would like to get our activists to.

• ACTION: Continue to stay in touch with this person and ensure they don’t drop their level of engagement. If they are reliable, consistent, and interested in taking on additional responsibilities, they are prime candidates to become organizers within the campaign.Support Team can upgrade anyone to Ladder Status 4 in Stampede.

4 – Organizer

This person has been manually upgraded to Organizer, giving them access to the Organize tab and the ability to create events on Stampede.

• ACTION: Rely on each other for support! Ask questions about what’s working well for other organizers, and offer your own strategies, wins, and learnings.

5 – Admin

This person is a staff member at Pro-Animal Future and has additional responsibilities within the campaign. They have the ability to create digital petitions.

• ACTION: These are the people you can come to with any questions or concerns, or when big decisions about the campaign need to be made.