[FINAL] Fueling RetroPGF Growth through Education, Collaboration, and Active Marketing

S4 Intent: Intent 3 - Spread Awareness of the Optimistic Vision

Proposed Mission: Educate, engage, and drive adoption of RetroPGF through content creation, collaboration with Bankless Academy, and active participation at ETHBarcelona and Funding the Commons @ EthCC

Proposal Tier: Phoenix Tier (Giveth received 129,814.43 OP in the latest round of Retro PGF

Link:OP Mainnet Gateway)

Baseline grant amount: 130K OP

% of total available Intent Budget: 13%

Please check here if access to upfront capital is a barrier to completing your Mission and you would like to be considered for a small upfront cash grant: No

Alliance name: Giveth

Alliance Lead: Almond

Contact info: Telegram: @oyealmond / Twitter: @oyealmond / Discord: Almond | oyealmond#7049

L2 recipient address: retropgf.giv.eth - 0xE60B9D951da8488405Da3ee341431417898870c8

Please list the members of your Alliance and link to any previous work:

Please explain how this Mission will help accomplish the above Intent:

Our efforts aim to achieve several outcomes. By increasing awareness and understanding of the Optimistic Vision and RetroPGF, we will empower individuals to actively contribute to the growth and development of public goods within the Ethereum ecosystem. Through enthusiastic community engagement and education, we’ll inspire individuals to become advocates and drive wider adoption of RetroPGF. Ultimately, our mission is to accelerate the spread of the Optimistic Vision and RetroPGF, leading to a more scalable, sustainable, and inclusive Ethereum ecosystem.

What makes your Alliance well-suited to execute this Mission?

This alliance is the brainchild of 3 value-aligned organizations that we believe are best suited to execute this mission: Giveth, Bankless Academy and General Magic.

Giveth has a proven track record of promoting public goods funding through their platform (Giveth.io, which has raised millions of dollars directly to public goods projects). With their deep knowledge of public goods and extensive grassroots network in the Ethereum space, we think they’re an optimal leader in this alliance.

Bankless Academy, another valued member of our team, ​​has a mission to provide quality web3 education as a free-for-everyone public good. Their educational onboarding resources are top-notch, and provide much needed pedagogical expertise to this alliance.

General Magic is an impact DAO and public goods focused service agency. They provide structure, a strong team and the executive know-how to make sure this alliance hits all of its milestones.

In terms of the members of our team, here are some of the individual accomplishments we think make this alliance equipped to execute this mission.

Almond plays a role in organizing a range of community events such as Twitter Spaces, podcasts, and workshops. Her efforts help to keep the community well-informed and engaged. Additionally, she excels in community management, marketing, and communication, ensuring that messages are effectively structured and reach a broad audience.

Ahmad is a dynamic professional with a multifaceted role at General Magic and Giveth. As the Head of Business Development & Growth, he drives strategic initiatives to expand General Magic’s reach. Ahmad’s expertise in growth strategies, partnerships, and recruitment accelerates the growth of General Magic. Additionally, as a Comms Contributor at Giveth, Ahmad amplifies our mission and fosters community engagement.

Guil is an experienced Creative Director who oversees and guides the entire creative process. With a range of skills in art direction, branding design, motion graphics, and copywriting, Guil creates visually captivating content. Specializing in digital marketing, Guil designs engaging marketing materials, videos, and websites.

Anamarija is the Marketing Lead at General Magic, responsible for managing social media accounts, creating engaging content, conducting market research, implementing growth hacking strategies, and supporting partnerships with Impact DAOs.

Griff is a Co-founder of Giveth, Commons Stack, General Magic, and DAppNode. He holds a prominent position as a top steward in well-known Ethereum community projects, including ENS, Gitcoin, Optimism, Arbitrum, TEC, and many others. Griff’s contributions and leadership roles within these projects exemplify his deep involvement and expertise in the Ethereum ecosystem.

Lauren is a dedicated and highly valued member of the Giveth community. She actively contributes in various capacities, including managing GIVeconomy products, moderating panels, and representing Giveth at events like ETHDenver and ETHBarcelona. With her strong leadership skills, Lauren effectively coordinates teams, provides guidance, and offers valuable feedback to different projects and initiatives. She also excels in social media management, ensuring Giveth’s Twitter account remains active and engaging.

Tetranome is an exceptional addition to our alliance as the Project Champion & Design Lead at Bankless Academy. With a proven track record of success, Tetranome has skillfully delivered impactful projects, including a successful lesson on Optimism as a part of Bankless Academy Essentials course.

Marko holds the position of Lead Designer at Giveth and General Magic, where he has led the UX & UI design since 2017. With a deep understanding of Web3, Marko serves as the go-to person for all design-related aspects within this space.

Please list the critical milestone(s) that should be tracked to determine if you should receive your grant in one year:

  • Milestone 1: Bringing RetroPGF to ETHBarcelona and Funding the Commons @ EthCC
  • Milestone 2: Platform, Content Research & Creation
  • Milestone 3: Bankless Academy Course Launch
  • Milestone 4: Content Creation, Swag Shop and Promotion

How should Token House delegates measure progress towards this Mission:

Milestone 1: Bringing RetroPGF to ETHBarcelona and Funding the Commons @ EthCC (Now - July 20th, 2023)

  • Creating branding guidelines that specifically cater to the conference merchandise. These guidelines will align seamlessly with the overall branding of retroactive public goods funding, ensuring a cohesive visual identity (defining logo placement, color usage, typography, and other essential visual elements).
  • Showcase RetroPGF at ETHBarcelona and Funding the Commons @ EthCC events by officially sponsoring the events bringing the concept to a wider audience.
  • Set up a visually appealing and informative booth at both events to promote RetroPGF.
  • Attend relevant side events during ETHBarcelona and ETHCC to further spread the Optimistic Vision and create networking opportunities Some additional events we plan on attending are: ReFi Gathering & Catalan Social Expedition in Barcelona, as well as ETHCC, ParisDOT & Impact Blockchain Conference in Paris
  • Engage with event attendees, initiate conversations, and distribute promotional materials to raise awareness about RetroPGF.
  • Create a dedicated Twitter account for RetroPGF and build a follow at these events.

Milestone 2: Platform, Content Research & Creation (July 21st - August 30th)

  • Conducting research and interviewing previous RetroPGF winners, gathering metrics and insights that we can use to build case studies and success stories.
  • Develop a comprehensive online portal for RetroPGF (retropgf.com), featuring a dashboard showcasing all funded projects, their impact, and filtering options by category.
  • Create 3 educational blog posts, 3 educational videos, and 3 captivating infographics to explain and promote RetroPGF.
  • Grow the @retropgf Twitter to 500-1,000 followers.

Milestone 3: Bankless Academy Course Launch (Public Goods Lesson)

  • Beta test of lesson by September 8th 2023
  • Lesson deployed by September 20th 2023
  • Marketing campaign delivered by Bankless Academy, Giveth, with support from BanklessDAO, September 20th & beyond

1x Twitterspace

1x Academy Transmissions newsletter article

1x Announcement tweets

2x follow-up tweets (edited)

**To provide additional incentives for learners, we will collaborate with the ‘Thank Optimism’ campaign team. Thrivecoin plans to include our Bankless Academy RetroPGF content as part of their proposed campaign, integrating it into their on-chain quests. This collaboration aims to further incentivize users to complete our lessons and dive deeper into the Optimism ecosystem.

Milestone 4: Content Creation, Swag Shop and Promotion (September 1st - September 20th)

  • Integrate Bankless Academy courses on the RetroPGF portal
  • Integrate with Pairwise to allow users to vote on future RetroPGF rounds (this could be open as a community vote that delegates would look to for inspiration for future rounds).
  • Establish a dedicated swag shop for RetroPGF merchandise with 10 items, enabling supporters to proudly represent and contribute to the initiative.
  • Create 3 educational blog posts, 3 educational videos, and 3 infographics to explain and promote RetroPGF.
  • Create a RetroPGF Newsletter and dynamic social media calendar with highlights and recaps of all of our content.
  • Generate at least 100,000 impressions to RetroPGF content.

How should badgeholders measure impact upon completion of this Mission?

Milestone 1

  • KPI 1. Engagement at events: Target: Initiate a minimum of 30 engaging conversations with event attendees to raise awareness and promote RetroPGF.

  • KPI 2. Twitter followers: Target: Gain a minimum of 500 new followers on the @retropgf Twitter account.

Milestone 2

  • KPI 1. Case studies and success stories: Target: Create and publish a minimum of 5 comprehensive case studies and success stories highlighting RetroPGF-funded projects.

  • KPI 2. Website engagement: Target: Achieve a minimum of 10,000 page views on the RetroPGF website, indicating high engagement and interest.

  • KPI 3. Twitter growth: Target: Grow the @retropgf Twitter account to a minimum of 500-1,000 followers, indicating increased brand awareness and audience engagement.

Milestone 3

  • KPI 1. Achievement Unlocked: Target: Track the number of Academy Badges issued to learners who successfully complete Bankless Academy lessons

Milestone 4

  • KPI 1. Swag shop: Target: Generate a minimum of 10 different swag items for the RetroPGF merch store.

  • KPI 2. Content reach: Target: Generate a minimum of 100,000 impressions across various content channels (website, social media, blog posts, etc.), expanding the reach and visibility of RetroPGF.

  • KPI 3. Platform: Target: Have the site (retropgf.com) be complete with courses, case studies,tools, a dashboard of all projects, and comprehensive information on RetroPGF with a satisfaction score of >80% among users (measured by a survey) and high site engagement (measured by a bounce rate of less than 50% and an average time-on-site of more than 2 minutes).

Breakdown of Mission budget request:

Bringing RetroPGF to ETHBarcelona and Funding the Commons @ EthCC

  • 1.1 Booth setup and promotional materials 8K OP
  • 1.2 Sponsorship costs 22K OP
  • 1.3 Branding guidelines development 5K OP
  • 1.4 Event attendance and travel expenses 15K OP

Platform and Content Creation

  • 2.1 Online portal development 22K OP
  • 2.2 Content creation (blog posts, videos, infographics) 7K OP
  • 2.3 Social media graphics and video design 5K OP

Bankless Academy Course Launch

  • 3.1 Lesson 16K OP
  • 3.2 Quest development 3K OP
  • 3.3 Marketing 4K OP
  • 3.4 Lesson upkeep 4K OP

Content Creation, Swag Shop, and Promotion

  • 4.1 Content creation (blog posts, videos, newsletter, social media & infographics) 6K OP
  • 4.2 Swag shop setup and merchandise production 8K OP
  • 4.3 Marketing and promotion 5K OP

I confirm that my grant will be subject to clawback for failure to execute on critical milestones: [Yes]

I confirm that I have read and understand the grant policies: [Yes]

I understand that I will be required to provide additional KYC information to the Optimism Foundation to receive this grant: [Yes]

I understand that I will be expected to following the public grant reporting requirements outlined here: [Yes]

Here’s a sneak peek of what to expect! :red_circle::sparkles:


Good luck in this proposal Almond!


Can’t wait to spread the word far and wide on the power of RetroPGF! :raised_hands:


Thank you @abraham :sparkles:

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Hello! I’m Lynnette from the OP Labs comms team. This is an exciting proposal, with the potential to really increase awareness and understanding around RetroPGF! There’s some crossover with the work that the teams at Labs and the Foundation are undertaking to market RetroPGF as well, so coordination of plans across teams will be important to ensure consistency and to de-dupe efforts - particularly around content for the RetroPGF Twitter handle and general messaging and outreach. While proposals shouldn’t rely on the Foundation or Labs for implementation (nor did this proposal request executional support), we’d be happy to dedicate some time to coordinating these efforts with our own.



Honestly, we could use that coordination ASAP! We are about to pull the trigger on sponsoring Funding the Commons in Paris and ETHBarcelona. They come with certain benefits (like speaking slots) and it would be amazing to just have a quick sync to go over the options so we don’t duplicate work!

What is the best way to connect? Can we make a DM in Telegram or discord or something :-D?


Happy to coordinate - I’m on TG @nettynol!


Very ambitious proposal, exciting to see! You could consider splitting this up into several Mission proposals but I’ll leave that to you and the delegates to discuss :slight_smile:

Wanted to echo some of what nettynol said, in that OP Labs and the Optimism Foundation would love to be kept in the loop on these initiatives so that we can support by sharing event guidelines (currently a work in progress) and highlighting conference activities in our newsletter, especially for conferences we’re not planning to have a strong presence at ourselves.


Thank you @lavande! We’re happy to hear that OP Labs and the Optimism Foundation would like to be kept in the loop regarding these initiatives and we are already on it.

Your support means a lot, so excited for this!

I am an Optimism delegate with sufficient voting power, and I believe this proposal is ready to move to a vote.

I am also involved in this proposal so I don’t know if it counts.

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Hi @Oyealmond! Wanted to make sure you were aware of the Optimism Season 4 Pitching Sessions to help find the 4 delegate approvals you’ll need by this Wednesday at 19:00 GMT for your proposal to move to a vote.

These sessions are happening in Discord on Monday, 26.06 2pm ET / 6pm GMT / 8pm CET and Tuesday, 27.06 11am ET / 3pm GMT / 5pm CET.

You can sign-up here!

I am one of the Synthetix Ambassadors, and a Optimism Badgeholder. I am an Optimism delegate [Delegate Commitments - #65 by mastermojo ] with sufficient voting power, and I believe this proposal is ready to move to a vote.


Thanks for the heads up!

Hey guys this is an interesting proposal. And very well written. But the amount requested (190k OP) is almost 1/4 of a milllion dollars with current prices. It’s way too much.

Can’t you cut on some of the deliverables you outlined or the requested funding?

Hey @lefterisjp,

We understand your concern, but at the same time, this project is a big risk for all parties involved. There are a lot of upfront costs, including event sponsorships, booths at Funding the Commons @ETHCC & ETHBCN, and merchandise. It is also very labor-intensive to produce all of this content which involves 3 organizations and dozens of people, many of whom we’d need to pay upfront and expedite the process to ensure we hit the September 2023 deadline.

Also, since the OP being would be locked, we wouldn’t be able to break even for a year (not to mention we don’t know what the price of OP would be in the future), and we would still be maintaining the site until that point (we’re also unsure of any other funding).

Given all of that, we think this amount is fair for what we’re producing (event promotion, platform, merch store, courses, several ongoing marketing campaigns and more).


Thanks for the proposal. I agree with the vision but feel similarly to @lefterisjp that the amount requested of 190K OP is way too high for me. I’d be looking for an adjustment on this before adding my approval to move to a vote.

I’d tend to agree that the proposal amount would need to be adjusted before this could be considered. I also think there are a lot of different sub-proposals here that although focused around the same general mission vary significantly in terms of their benefits to the ecosystem, and I’d love to see these broken out into separate proposals that could be moved to vote.

That said, I think this is a very strong team and would definitely support e.g. Milestone 2 if it’s not something already being addressed by the Optimism team.

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Thank you for voicing your concerns about the proposed budget of 190K OP. We really want to make it work with your support @lefterisjp and @linda

We went back on all of the deliverables and found areas where we can cut back on, to reduce the budget to 150K OP. This reduction primarily reflects adjustments in milestone 2 and milestone 4.

The changes we made are mainly:

  • Reduction of Milestone 2 from 70K OP to 44K OP
  • Reduction of Milestone 4 from 43K OP to 29K OP

We think that this revised budget is the lowest we can go and is fair due to:

  • The aggressive timeline with deliverables that need to be fully shipped by September 2023.
  • The multi-team effort and coordination (with support from dozens of team members from Giveth, Bankless Academy, General Magic and freelancers) with a lot of upfront costs we’ll need to cover until we get the funds.
  • Based on feedback we gathered from other projects our team has worked with in the past, at the current price of OP, if we went with a third party professional traditional agency, the creation and maintenance of the platform would be ~26% higher than the amount we quoted, the marketing campaigns (including research, strategy, collateral management and maintenance) would be ~32% higher than the amount we quoted and the swag shop & merch design and fulfilment would be ~7% higher than what we quoted. Therefore, we think (particularly with the reduced budget) that this proposal is more than fair, especially since we think there is no better execution team to handle this topic (Giveth, Bankless Academy and General Magic).

@ceresstation, in terms of splitting this into sub-proposals, we would prefer not to do that, since we think that this project would work better as a holistic push across all fronts, and it would have a lot less impact if we just did a couple of components of what we proposed (not to mention iit would be too late for us to split them into sub-proposals at this stage in the process).

Thanks again for your support and feedback! The entire team is super passionate about spreading the word far and wide on RetroPGF and we really hope we can get this proposal to pass! :blue_heart:


as an optimism delegate with sufficient voting power I believe this proposal is ready for vote. Delegate Commitments - #71 by MoneyManDoug


Thank you Doug for supporting us!

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