Engagement Ladder
When targeting individuals and organisations to engage in OurSay consultative processes, a critical challenge is getting people to take action. Often people will certainly be interested in getting involved, they will express gratitude for alerting them to the opportunity and thenâŚ.nothing. Days have past and we see the most important and relevant stakeholders have not volunteered ideas or questions to the process.
This is because it is a lot to ask for. First you are asking people to take ownership of the issues, then you are asking them to consider the options, then volunteer a post and then campaign their networks. Either way you look at it, it is A LOT of call to actions.
OurSay has devised a simple four-step engagement ladder which helps engagement practitioners guide target individuals to take action. Any fans of Alec Baldwin will recognise the framework.
AIDA (Attention, Interest, Decision, Action)
First Conversation: Do I have your Attention?
The first step is to bring the consultation opportunity to the attention of the target individual or organisation. This is a simple opportunity to introduce the purpose, outcomes and process of the consultation. End the conversation by asking, does this pique your attention? And let them know you will call in a day or so to see if they would like to be involved.
Second Conversation: Are you Interested?
The second step is to reiterate the purpose, outcomes and process of the consultation, state how important it is for them to be involved and ask if they are interested in being involved. Continue the conversation by asking them what issues, ideas or questions would they consider volunteering onto the platform? Â
Third Conversation: Have you made a Decision?
The third conversation can easily and immediately follow from the second conversation. Here you want the target individual to state the issue, idea and question most important to them. Have you made a decision about what is most important to you? If you feel the target individual is ready, move immediately to the fourth conversation. Consider that it might take them some time to build up their own confidence and commitment to decide what is most important to them.
Fourth Conversation: Will you take Action?
Finally, we can now guide the target individual to volunteering their time to engage. Reiterate the purpose, outcomes and process of the consultation, ask them to visit the forum web page and show them where to volunteer their issue, idea or question. Follow up in a day or so to make sure they have carried through the process.
Experience shows people appreciate being guided and lead through a process. They are often grateful for being given the opportunity. People who are lead through AIDA are more likely to be contribute multiple times to the consultation process and more likely to share the opportunity with friend, families and colleagues. They effectively become an extension of your consultation team.
