Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations
Over the years, we’ve seen organizations acting as catalysts while building grassroots power across movements, using social media to support social change. Many of these networked groups recognized the interconnectedness of their supporters and their like-minded organizations. Breaking from the zero-sum, scarcity model, they have built campaigns that support their own organizations while creating long-term movements for change. Using this method, coalition activists are winning campaigns in areas like climate change, economic justice, and immigrant rights. Funders like the Case Foundation and the Marguerite Casey Foundation are using financial support and social media tools to push for movement-wide success. In this session, RACHEL WEIDINGER and IVAN BOOTHE explore the ins and outs of strategic movement-building, including giving up a little message control to gain a lot of social power, listening across your movement with social data, building interconnected campaigns, large-scale community management, and technology tools that foster movement building. Presented at the Nonprofit Technology Conference in Minneapolis in April 2013. TAKEAWAYS 1. Strategizing with other organizations to build interconnected campaigns. Giving up a little message control and gaining a lot of social power. Big listening across your movement with social data. 2. Community management at (huge) scale. Technology that fosters movement building -- and technology that stunts it. 3. Supporting the bubbling up of stories, and amplifying the passion and compassion of activists. Communications platforms across a movement: In person, on Twitter, over email, in blogs, through webinars and postcards. NOTES Be sure to check out the shared notes on this session for links and other information: http://bit.ly/XybRHq ABOUT US Rachel Weidinger loves humanity, binder clips, canning jars, the ocean, and her tiny home in San Francisco. She builds trust through authentic communications for social entrepreneurs doing good work -- currently through Upwell, a PR agency working on behalf of the ocean. She also facilitates resource sharing among nonprofit tech peer groups, coordinates Sustainable Food 2.0, and paints portraits of people through the foods they choose to eat. Rachel has presented at South By Southwest Interactive, We Are Media, NTC and NetSquared San Francisco. https://twitter.com/rachelannyes Ivan Boothe is the creative director of Rootwork.org. He works as a freelance Drupal developer and online organizer, and is the online communications associate for the Fellowship of Reconciliation. Ivan was a co-founder of the Genocide Intervention Network, and sits on the board of the Peace and Justice Studies Association. He has led community organizing workshops at the U.S. Social Forum, the New Organizing Institute and the Gandhi-King Conference. https://twitter.com/rootwork
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations
- 1. Building movements: beyond emails, beyond campaigns and beyond organizations #13NTCmvmt Rachel Weidinger @rachelannyes Ivan Boothe @rootwork (introducing the people in the room)
- 2. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt What do we mean by building movements?
- 3. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt 1. Movements are bigger than one organization Flickr user jvoves (Creative Commons)
- 4. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt 2. Rising movements benefit organizations Flickr user waltstoneburner (Creative Commons)
- 5. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt 3. A zero-sum/ scarcity model hurts movements (and organizations) Flickr user ra_o (Creative Commons)
- 6. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt 4. Online and offline are two modes of the same strategy Download hi-res: atavist.com/stories/the-instigators
- 7. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt What it takes
- 8. A long-term focus (hint: this means your wins are EPIC) Flickr user vtveen (Creative Commons)
- 9. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Network mapping Who else is part of this movement? Graphic from “How to weave a tighter community,” WiserEarth.org blog, based on “Building Smart Communities Through Network Weaving” by Valdis Krebs and June Holley
- 10. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Different organizations play different roles citizen rebel change agent reformer
- 11. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Talk to each other ...or at least listen to each other movement! solidarity! Flickruserstambako,doug88888(CreativeCommons)
- 12. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Big listening Flickruserorkydorky(CreativeCommons) (hint: Beth Kanter has a whole wiki on listening dashboards)
- 13. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Situate your group as part of something bigger
- 14. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Give up a little message control Gain a lot of social power How taking this action gets us “line of sight” closer to movement goals
- 15. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Don’t just connect people to you Connect people to each other
- 16. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Upwell!
- 17. Big Team Ocean Big Listening Rachel Weidinger @rachelannyes April 11, 2013
- 26. 0 20000 40000 60000 80000 100000 120000 140000 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000
- 27. 0 20000 40000 60000 80000 100000 120000 140000 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna 140,000 120,000 100,000 80,000 60,000 40,000 20,000
- 29. 133,167 745,030 1,683,670 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 Shark Week 2010 Shark Week 2011 Shark Week 2012
- 32. 0 1000 2000 3000 4000 5000 6000 8/10 8/12 8/14 8/16 8/18 8/20 8/22 8/24 8/26 8/28 8/30 9/1 9/3 9/5 9/7 9/9 9/11 9/13 9/15 9/17 9/19 9/21 9/23 9/25 9/27 9/29 10/1 10/3 10/5 10/7 10/9 10/11 10/13 10/15 10/17 10/19 10/21 10/23 10/25 10/27 10/29 10/31 11/2 11/4 11/6 11/8 11/10 11/12 OF1: Shark Week OF2: Cathay OF3: Livestrong OF4: Livestrong OF5: How Social OF6: Vote4theOcean OF7: Whitetip OF8: Costa Rica OF9: Jaws OF20: Prop37 OF21: Political OF22: Listener OF 17: I Oyster NY (off the page. 8,701 social mentions) OF19: Great White OF 10 -16: Antarctic (OF13: off the chart. 6,922 social mentions) OF18: Antarctic Upwell&Campaign&and&Social&Men2on&Spikes&for&& Overfishing&and&Sustainable&Seafood&Conversa2ons&Aug&10ANov&12,&2012&
- 33. Forever Alone? Not going to get much mission done
- 34. 1. @rdearborn works for me. She rather likes sharks.
- 36. Tip: Use abundance as your frame.
- 37. Slide&6:&How&To&Solve&3&Tips:& Tip: Make a basket for passion. &
- 38. Slide&7:&How&To&Solve&3&Tips:& Tip: Catch team interest Use it as mission fuel.
- 40. The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 & NU-1 NU-2 0 2000 4000 6000 8000 10000 12000 14000 Oct-11 Nov-11 Dec-11 Jan-12 Baseline Mean +1 STDEV OFOverfishingSpike Threshold Winter 2011
- 41. The Overfishing Conversation Upwell Campaign and Social Mention Spikes Feb 2012- May 2012 & NU-3 0 2000 4000 6000 8000 10000 12000 14000 Feb-12 Mar-12 Apr-12 May-12 Baseline Mean +1 STDEV OFOverfishingSpike Threshold Spring 2012
- 42. The Overfishing Conversation Upwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 & China Shark Fin Soup Ban Shark Week NU-4 Cathay Pacific Livestrong 0 2000 4000 6000 8000 10000 12000 14000 Jun-12 Jul-12 Aug-12 Sep-12 Baseline Mean +1 STDEV OFOverfishingSpike Threshold Summer 2012
- 43. The Overfishing Conversation Upwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 & Vote4the Ocean Costa Rica Fin Ban JAWS vs Sinatra Antarctic (day 1 of 15) NMS 40th & NYT Trawling Antarctic Ocean (day 10) & I Oyster NY How to Kill a Great White Antartic (day 15) Gangnam Style, CA MPAs, Fish Tornado Seamounts & Rooftops NU-5 Cuomo Oysters NY Pacific Bluefin the 96.4% Big Blue Blogs 0 2000 4000 6000 8000 10000 12000 14000 Oct-12 Nov-12 Dec-12 Jan-13 Baseline Mean +1 STDEV OFOverfishingSpike Threshold Winter 2012
- 44. & & How can you give permission for an upwelling on *your* team? <3, @upwell_us
- 47. • transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
- 49. transparency Openness builds trust. Illustrate ongoing reliability. Set the default to open.
- 51. dynamic hub Have a There There. Keep the community visible. Spotlight good content. Create space for vibrant interactions.
- 53. participatocracy To join a community, show up and help. Be valued by bringing value.
- 55. evangelist support Have a rabid fan base. Amplify enthusiasm. Insider access fans the fire.
- 57. winner shares all Fill a need with knowledge. Allow access to information. Stand on a podium to increase impact across a sector.
- 59. amplify Tell the good story. Tell it in a way it can be remembered and passed on. Long now, long audience, big here.
- 61. abundance We have everything we need. Get it in the right basket.
- 63. griot Honor with documentation. Shine a light on the good stuff. Story as vessel for value.
- 64. • transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
- 66. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Thank you!
- 67. Rootwork.org Powering grassroots networks from the bottom up twitter.com/rootwork slideshare.net/rootwork gplus.to/ivanb #13NTC — Building Movements — #13NTCmvmt Ivan Boothe www.Rootwork.org Twitter: @rootwork “Ocean,” by Walter Holstad archive.org/details/Ocean_81 (Creative Commons) “Gentle Ocean,” recorded by Ronerberg archive.org/details/GentleOcean (Creative Commons) “Wide, Wide is the Ocean,” by Jimmy Dickson, recorded by Stuart Eydmann archive.org/details/WideWideIsTheOcean (Creative Commons) Rachel Weidinger RachelWeidinger.WikiSpaces.com Upwell.us Twitter: @rachelannyes MUSIC: