Unlocking Engagement: Strategies to Reach and Activate the Unengaged for Your ECI

Engaging citizens who do not usually engage in civic activism in European citizens' initiatives presents, as the title suggest, unique challenges but may also be the key for new opportunities. In a recent webinar titled "Unlocking Engagement: Strategies to Reach and Activate the Unengaged for Your ECI," initiative organisers and engagement experts shared their insights on this crucial topic. This webinar featured Alessandra Cardaci, Head of Programming and Operations from Debating Europe, Gauthier Hansel, an ECI organiser from the Taxing great wealth to finance the ecological and social transition (Tax the Rich) initiative, and Kristina Krajnc, Head of Communications of the My Voice, My Choice: For Safe And Accessible Abortion initiative. Together, they explored various strategies and lessons learned in their efforts to mobilise citizens across Europe.

Screenshot of June Webinar Speakers: Alessandra Cardaci, Kristina Krajnc and Gauthier Hansel

Understanding the Challenge

Engaging unengaged citizens requires innovative approaches that go beyond traditional methods. Alessandra Cardaci, Head of Programming and Operations at Debating Europe, emphasised the importance of using a tested methodology to engage citizens effectively in their projects. Debating Europe, the in-house citizen engagement unit of Friends of Europe, works on fostering dialogue and citizens’ ideas and conveying them directly to policymakers to create a more inclusive, sustainable and forward-thinking Europe. One of the ways in which Debating Europe engages citizens is through focus groups, a method that allows for deep and meaningful discussions among participants. These focus groups are now conducted in multiple languages to ensure inclusivity as “not everyone can engage so fluently in English”. Alessandra Cardaci emphasised that ECI organisers should, when possible, translate their campaign to reach citizens who are not fluent in English. The local approach is key when engaging citizens who may not be aware of your campaign. 

Alessandra Cardaci stressed the importance of following up beyond participation and engagement, “to be clear with the process and let people understand what you’re doing with their data.” When organising an ECI, it is important to inform the citizens who have supported your ECI about what is happening next and what you are asking policymakers to do. This makes citizens feel heard and part of your campaign, which can result in greater engagement. 

Gauthier Hansel highlighted the role of digital strategies in reaching a broader audience. One particularly effective method used by the Tax the Rich campaign is email outreach. Emails, he noted from his experience, tend to capture more attention and elicit better responses compared to social media posts. He gave one key example of how Oxfam International, with more than 800 000 followers on X, supported the Tax the Rich initiative with a social media  campaign, which only resulted in a few hundred signatures. This example shows that a large following on social media may not always lead to increased support or many signatures. However, it is important to remember that the email approach requires a substantial database of contacts, which can be built through partnerships with organisations that support the ECI.

The email should not contain too much text, and the language should be straightforward so that the message can be effectively communicated and understood. The Tax the Rich email also provides clear instructions with pictures explaining how to sign the initiative.

The Role of Partnerships

Partnerships play a crucial role in expanding the reach of an ECI. Alessandra Cardaci pointed out that collaborating with civil society organisations is essential. These organisations bring their own networks and audiences, helping to diversify the pool of engaged citizens. Beyond traditional partners such as federalist organisations, Debating Europe works with a wide range of partners, from student groups to LGBTQ+ organisations, to ensure a broad and inclusive engagement. 

Incentives, such as promises of donations to charities in case of participation, can help bolster interest and engagement. As Alessandra Cardaci noted, “once they’re in, they actually enjoy the experience, because citizens do want to speak and share.”

For instance, the ‘Tax the Rich’ initiative collaborates with various political and social organisations across Europe. These alliances not only expand their reach but also reinforce the legitimacy of their cause. Moreover, partnering with Oxfam Denmark to send newsletters enabled the Tax the Rich initiative to boost their reach and engagement massively: “from a handful of signatures in Denmark, we have gathered over 8000 signatures and are on the verge of reaching the national threshold”.

However, Gauthier Hansel also explained that although the initiative was launched by Paul Magnette, leader of the Belgian Socialist Party and the French MEP Aurore Lalucq, which brought considerable support to the initiative, this could also frighten some organisations who prefer to remain politically independent. Initiatives could be launched in a more neutral manner by minimising political endorsement in order to “appeal to a broader audience and secure support from a wider range of organisations”.

Kristina Krajnc shared her experience with grassroots mobilisation. The ‘My Voice, My Choice’ initiative has acquired a network of over 250 supporting organisations. Kristina Krajnc mentions the idea of “breaking out of the bubble”, which, in the case of this initiative, would be reproductive health organisations or healthcare providers, into spheres that could seem very distant. The campaign has gained support from a climbing association in the Czech Republic, as well as influential voices, actors, and bands. This strategy allows the initiative to reach out to audiences that are not active in the area of abortion rights. 

Overcoming Barriers

Each speaker highlighted different barriers to engagement and how they addressed them. Alessandra Cardaci noted the need to pay attention to the language used as the wording should be accessible and understandable, i.e. “Would you be ready to give up your car?” instead of directly asking citizens’ opinion on the European Green Deal.

Gauthier Hansel discussed the logistical challenges of running a digital campaign. A website specifically designed for the initiative ensures the organisers have complete control over their communication. The visuals and descriptions can be personalised and made more engaging. A dedicated website serves as a centralised hub where supporters can find all the necessary information on the initiative and possible involvement, such as a direct link to the signature of the initiative but also short integrated videos, information about the organisers, the partners and a ‘Frequently asked questions’ section. 

 Kristina Krajnc highlighted the importance of making signing as easy as possible, as “getting one million signatures is challenging”. For the ‘My Voice My Choice’ initiative, the main challenge resides rather in the conversion than in visibility and engagement: of the 2 million visits to the website, only a quarter were converted into signatures.

Lessons Learned and Moving Forward

Speakers at the webinar underscored several key lessons for successfully engaging unengaged citizens:

1. Leverage digital tools: Utilise emails and newsletters to capture attention and drive participation.

2. Build strong partnerships: Collaborate with a diverse range of organisations to expand reach and credibility.

3. Adapt to cultural differences: Recognise and adjust to the cultural nuances in engagement across different Member States.

4. Simplify participation: Make it easy and convenient for people to get involved using accessible and relatable communication.

In conclusion, engaging unengaged citizens in the European Citizens' Initiative (ECI) process demands a multifaceted approach that combines traditional methods with innovative digital strategies. Forming strong partnerships with diverse organisations, such as student groups or LGBTQ+ organisations, can greatly extend the reach and legitimacy of initiatives. Cultural sensitivity is crucial; recognising and adapting to varying engagement levels across different countries ensures inclusivity. This can be achieved by ensuring your campaign is in multiple languages and using accessible and relatable language.

Digital tools are vital for modern engagement. The 'Tax the Rich' campaign, for example, found email outreach more effective than social media. Successful email campaigns and newsletters require a solid database built through partnerships and should be clear, concise, and visually engaging to capture attention and drive participation. Simplifying the participation process, such as through user-friendly websites with straightforward instructions, helps convert interest into action.

The webinar highlighted that with the right strategies and a commitment to inclusivity, mobilising a diverse and engaged citizenry across Europe is achievable. By combining traditional methods with innovative digital approaches, adapting to cultural differences, and simplifying participation, initiatives can significantly enhance their outreach and impact, fostering a more inclusive and participatory European Union.

Watch the entire webinar

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