Initiate Justice Action (IJA), an abolitionist-led nonprofit organization, is committed to advocating for the rights of incarcerated individuals and promoting systemic changes to dismantle punitive systems. With a focus on policy reform, reentry initiatives, and voter education, IJA sought Progressive Multiplier's support to streamline its membership infrastructure and grow its paid membership base. The goal was to create a seamless member experience, both online and at in-person events, to increase engagement and strengthen advocacy efforts.
Project Overview
Key Strategies and Successes
To enhance its membership infrastructure and advocacy work, IJA implemented a combination of strategic improvements and multimedia content creation, supported by Progressive Multiplier.
Member-Facing Assets & Communication
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- IJ Action developed member-facing assets such as video content, website copy, and communication templates to engage and recruit new members effectively. These assets emphasized the organization’s mission and the value of membership.
- Progressive Multiplier provided creative direction and video strategy support, helping IJ Action produce compelling content for social media distribution, including videos highlighting the importance of voting rights, community impact, and the organization’s advocacy work. The videos aimed to connect with audiences emotionally, amplify the voices of those impacted by systemic injustice, and encourage sign-ups for membership.
Backend System Improvements
- IJA implemented technical upgrades to support membership automation and platform integration. This included enhanced member attendance tracking, voting eligibility management, and dues processing.
- Progressive Multiplier’s consulting supported these improvements by helping assess IJA’s tech stack and recommending solutions for better data integration. This streamlined backend system laid the foundation for future member engagement and retention.
Video Content Creation and Distribution
Three videos were created to amplify IJ Action’s mission:
Video 1: "We Asked, They Answered" (30 seconds) – Interviews with members and volunteers discussing the importance of voting rights for returning citizens, with a call to action to join via membership.
Video 2: Community Impact Awards (45 seconds) – A voiceover video highlighting the significance of community, featuring award recipients and a call to action to support IJ Action’s work by signing up for updates and membership.
Video 3: Member and Organizational Voiceover (15-30 seconds) – A combination of member and leader voiceovers, emphasizing IJ Action’s impact and mission, with a call to action to join the movement.
Lessons Learned
The project provided valuable insights into both operational improvements and engagement strategies:
Membership Growth: IJA saw positive results, gaining approximately 80 new members within the year. The membership recruitment strategies, including video content and enhanced backend systems, were crucial in this growth.
Backend System Efficiency: Improvements to backend systems made tracking membership and engaging individuals easier, allowing for deeper connections with those impacted by systemic injustice. This enhanced system was integral in supporting long-term member retention.
Looking Ahead
IJA is well-positioned for continued growth, with stronger engagement strategies and improved member tracking and communication systems. The organization will continue to leverage its improved backend infrastructure and compelling video content to drive advocacy campaigns and increase membership.
The video projects, developed with Progressive Multiplier's support, will remain central to IJ Action’s outreach efforts. The planned distribution of the video series on social media will help increase visibility and engagement, bringing in more members who are aligned with the organization's mission to dismantle punitive systems and advance justice for incarcerated individuals.