Sierra Club is the USA’s largest grassroots environmental organisation, operating at national and chapter level, with more than 2 million members.
AddUp is Sierra Club’s digital platform, combining grassroots campaigning with the power of big data, predictive recommendations and integrated social sharing to encourage activism and demonstrate collective impact. It is a tool to move members through the defined ‘’engagement ladder’ to deliver the organisational commercial imperatives .
The AddUp homepage shows petitions to sign, social media actions to take, events to attend and ways to recruit friends. With AddUp it is easy to see the difference that each action makes over time. Through real-time updates, campaigners can see how their involvement is driving the cause forward incrementally, and the chain reaction that follows.
E.g. Thanks for engaging to support Dolphins in Florida. 155,000 people supported the petition (2550 in your state) and we forced the governor to change his mind about introducing a new law on fishing that would have destroyed Dolphin environment. Thank you. Would you now like to support this cause: stop introduction of pesticides that will kill Bees.
A predictive recommendation engine suggests campaigns to each user based on what is trending, location, personal interests and, most importantly, previous actions. By integrating across platforms, Sierra Club can track online and offline donations, petition signatures, membership, household groupings, account management, and participation in Sierra Club outings, pulling all of this data together to build a complete view of each member – allowing the user to see their cumulative impact, and Sierra Club to deliver more relevant, targeted comms.