2014 Engagement Roadmap
	Owner: Mozilla Foundation	Updated: 2014-01-6
	Draft 2014 Roadmap for the Engagement team for Webmaker, Open Badges and other programs managed by Mozilla Foundation

ENGAGEMENT TEAM 2014-2016 STRATEGIC PLAN

The Mozilla Foundation engagement team is responsible for two things: getting the people and getting the money we need to be successful.

Goals

[NB: these are TBD at the upcoming Engagement Team work week Jan 14-6]

Shape: Teach: Build: Empower:

Story

1. What is the engagement strategy and why does it matter?

Communications: By 2016 we will have built a global army of supporters who fiercly believe in Mozilla, and in keeping the web knowable and open---sharing their belief, knowledge and skills the same way they would encourage someone they love to stop smoking or wear a seatbelt.

Development: By 2016, fundraising will be a meaningful source of unrestricted revenue into the entire Mozilla project, empowering our community to lead new projects without external complications or dependence.

2. How will it shape the world by 2016?

Communications: The world will understand that the web is an essential part of our everyday lives, and unless we know it and can understand and build it, we lose out on a vital (and fun!) part of that existance. People realize that it's not just about digital literacy --- it's as integral as the air we breathe.

Mozilla, both our tools and our mission will be seen as integral to that belief, and one of the most influential forces toward making that hapen.

The Communications Team will make this happen by empowering each MoFo project to reach their community and tell their own story better; telling the larger Mozilla story better; and empowering our community members to be the best storytellers of all.

Development: The development team is empowering our brightest product managers with the resources they need to achieve their vision with minimal distraction.

3. Why will people get involved in what we're doing?

Communications: People will get involved because they like the freedom and creativity that the web enables, and how it makes things they love in their every day lives possible. There is already a growing momentum around this movement---as evidenced by the growing worldwide interest and concern around privacy and protection of data. We'll not only help them realize why the web needs a champion; we'll create a movement and a community, so that people will feel like they're joining a movement that is fighting for what's right, and what will protect the things they love and that are important to them about the web.

Development: Mozilla's role as a global movement dedicated to building and protecting the web will be well understood. The success of our work in mobile, education, and privacy will create additional proof points as to why we matter. The shared work of the development and communications teams will help our community understand that further progress is only possible by bringing additional resources to the mission. Our community will rally around the call:

"What we're doing matters. We need to keep winning. And we need all the time, expertise, and money we can get to make that happen."

4. Why will lead users or partners get involved? Communications: Our lead users and partners will get involved because they agree with us ideologically about why the web is important, and will see us as the most effective organization to partner with in order to protect it. They will get involved because we are the only organization with an audience large enough to have an impact, and we are the only ones in the unique position to both build the tools and advocate for the policies that will protect the web.

Development: Our lead users and partners are already involved. People understand the need for additional resources. They also understand that dependence on institutional or single-source revenue limits our ability to make the best decisions for the Web. And they are starting to seeing fundraising not as a chore, but as an exciting and meaningful path of contribution.

5. What we're doing in 2014 to move towards this:

Communications: We're starting by clearly telling our story.

We'll work with each project team to help them tell their story effectively. We'll build a clear elevator pitch, marketing language and assets so each project is appealing and easy to understand. We'll also work with each project to micro-segment and target each audience of users & community members through marketing, press, events and engagement tactics, pulling them into the project and making sure they have good feedback and input. We'll finally tie each project into the larger Mozilla narrative, so that everyone involved understands how it all clearly stacks up to the same goal, and there's widespread understanding acorss Mozilla.

We'll also start to tell the Mozilla story, and build a larger narrative around web literacy. Through press, marketing, future-lookng use-cases and creative digital story-telling, we'll convey Mozilla's mission and its importance in clear, every day terms that hit close to the heart. We'll ensure there are good inroads for supporters to get involved, so it's easy for everyone to "join our movement." And we'll keep in communication with them to make sure we understand what motivates them and what they need. Through press, digital media and outreach, and building partnerships with key influencers, we'll scale the idea that web literacy is key to our survival and autonomy over our own lives on a mass scale, building a movement so compelling that people can't help but join.

We'll also start training and empowering our community members, helping them tell their own stories (and thus the story of Mozilla). We'll train them and give them the assets and spotlight they need to become influential and effective storytellers.

Development: We are building a 'real' development department, modeling from professional, full-scale non-profits like Wikimedia, big health charities, and universities. This involves distributing responsibility for institutional fundraising across the full management team, refining our donations program based on our EOY2013 success, and hiring a new staff member to build our major donor program.

6. Possible revenue opportunities:

Communications: We can work with each project to determine a percentage of grant budgets that could go directly to marketing and communications.

Development: Our institutional fundraising will remain consistent at several million per year, our small dollar program should increase by factor of 2x to reach $2.5M, and our major donor program, with its first experiements around the issue of privacy, should deliver $500K.

7. Why the engagement strategy will succeed:

Communications: We will succeed because there is already a growing momentum around protecting the web, and a growing awareness that we need to know, and understand the web better, and protect its ability to enable freedom and innovation.

We will use a combination of the science of community-based marketing, leveraging influential partners, and effective community organizing and storytelling techniques, to capitalize on the already-growing momentum around protecting the web and turn it into momentum around supporting Mozilla.

Development: Because we matter. Because we're getting better at telling people why we need their money. Because the full organization - all of Mozilla - is starting to get excited about fundraising. And we are leveraging our brand and the potential scale of our program to hire the best minds in the game.