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Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations

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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

Published in: Technology, Business
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Building Movements: Beyond Emails, Beyond Campaigns, and Beyond Organizations

  1. 1. Building movements:beyond emails, beyond campaigns andbeyond organizations#13NTCmvmtRachel Weidinger @rachelannyesIvan Boothe @rootwork(introducing the people in the room)
  2. 2. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtWhat do we mean bybuilding movements?
  3. 3. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmt1. Movements are biggerthan one organizationFlickr user jvoves (Creative Commons)
  4. 4. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmt2. Rising movementsbenefit organizationsFlickr user waltstoneburner (Creative Commons)
  5. 5. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmt3.A zero-sum/scarcitymodel hurtsmovements(and organizations)Flickr user ra_o (Creative Commons)
  6. 6. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmt4. Online and offline are twomodes of the same strategyDownload hi-res: atavist.com/stories/the-instigators
  7. 7. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtWhat it takes
  8. 8. A long-term focus(hint: this means your wins are EPIC)Flickr user vtveen (Creative Commons)
  9. 9. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtNetwork mappingWho 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. 10. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtDifferent organizationsplay different rolescitizenrebelchangeagentreformer
  11. 11. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtTalk to each other...or at least listento each othermovement!solidarity!Flickruserstambako,doug88888(CreativeCommons)
  12. 12. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtBig listeningFlickruserorkydorky(CreativeCommons)(hint: Beth Kanter has a whole wiki on listening dashboards)
  13. 13. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtSituate your group aspart of something bigger
  14. 14. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtGive up a little message controlGain a lot of social powerHow taking this action gets us“line of sight”closer to movement goals
  15. 15. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtDon’t just connect people to youConnect people to each other
  16. 16. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtUpwell!
  17. 17. Big Team OceanBig ListeningRachel Weidinger@rachelannyesApril 11, 2013
  18. 18. 020000400006000080000100000120000140000Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna140,000120,000100,00080,00060,00040,00020,000
  19. 19. 020000400006000080000100000120000140000Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12Ocean Acidification Cetaceans Gulf of Mexico MPAs Ocean Overfishing Sustainable Seafood Sharks Tuna140,000120,000100,00080,00060,00040,00020,000
  20. 20. Tweet!Follow and#sharkinar
  21. 21. 133,167745,0301,683,6700200,000400,000600,000800,0001,000,0001,200,0001,400,0001,600,0001,800,000Shark Week 2010 Shark Week 2011 Shark Week 2012
  22. 22. 01000200030004000500060008/108/128/148/168/188/208/228/248/268/288/309/19/39/59/79/99/119/139/159/179/199/219/239/259/279/2910/110/310/510/710/910/1110/1310/1510/1710/1910/2110/2310/2510/2710/2910/3111/211/411/611/811/1011/12OF1:Shark WeekOF2: CathayOF3: LivestrongOF4: LivestrongOF5:HowSocialOF6:Vote4theOceanOF7:WhitetipOF8:Costa RicaOF9:JawsOF20:Prop37OF21:PoliticalOF22:ListenerOF 17:I Oyster NY(off the page. 8,701social mentions)OF19:Great WhiteOF 10 -16: Antarctic(OF13: off the chart.6,922 social mentions)OF18:AntarcticUpwell&Campaign&and&Social&Men2on&Spikes&for&&Overfishing&and&Sustainable&Seafood&Conversa2ons&Aug&10ANov&12,&2012&
  23. 23. Forever Alone?Not going toget muchmission done
  24. 24. 1. @rdearborn worksfor me.She rather likessharks.
  25. 25. Slide&3:&Example&2&of&situa4on&illustra4ng&ugly&with&humor&2.
  26. 26. Tip:Use abundance as your frame.
  27. 27. Slide&6:&How&To&Solve&3&Tips:&#2&Tip:Make a basket for passion.&
  28. 28. Slide&7:&How&To&Solve&3&Tips:&#3&Tip:Catch team interestUse it as mission fuel.
  29. 29. bethkanter.org/upwellEcampaign&
  30. 30. The Overfishing ConversationUpwell Campaign and Social Mention Spikes Oct 2011- Jan 2012 &NU-1NU-202000400060008000100001200014000Oct-11 Nov-11 Dec-11 Jan-12Baseline Mean +1 STDEV OFOverfishingSpike ThresholdWinter 2011
  31. 31. The Overfishing ConversationUpwell Campaign and Social Mention Spikes Feb 2012- May 2012 &NU-302000400060008000100001200014000Feb-12 Mar-12 Apr-12 May-12Baseline Mean +1 STDEV OFOverfishingSpike ThresholdSpring 2012
  32. 32. The Overfishing ConversationUpwell Campaign and Social Mention Spikes Jun 2012- Sep 2012 &China Shark FinSoup BanShark WeekNU-4CathayPacificLivestrong02000400060008000100001200014000Jun-12 Jul-12 Aug-12 Sep-12Baseline Mean +1 STDEV OFOverfishingSpike ThresholdSummer 2012
  33. 33. The Overfishing ConversationUpwell Campaign and Social Mention Spikes Oct 2012- Jan 2013 &Vote4theOceanCosta RicaFin BanJAWS vsSinatraAntarctic(day 1 of 15)NMS 40th &NYT TrawlingAntarctic Ocean (day 10)& I Oyster NYHow to Killa Great WhiteAntartic(day 15)Gangnam Style,CA MPAs,Fish TornadoSeamounts& RooftopsNU-5CuomoOysters NYPacific Bluefinthe 96.4%Big BlueBlogs02000400060008000100001200014000Oct-12 Nov-12 Dec-12 Jan-13Baseline Mean +1 STDEV OFOverfishingSpike ThresholdWinter 2012
  34. 34. &&How can you givepermissionfor an upwellingon *your* team?<3, @upwell_us
  35. 35. the cards@rachelannyes@upwell_uswww.rachelweidinger.com/cards
  36. 36. •  transparency•  dynamic hub•  participatocracy•  evangelist support•  winner shares all•  amplify•  abundance•  griot
  37. 37. transparencyOpenness builds trust.Illustrate ongoing reliability.Set the default to open.
  38. 38. dynamic hubHave a There There.Keep the community visible.Spotlight good content.Create space for vibrant interactions.
  39. 39. participatocracyTo join a community,show up and help.Be valued by bringing value.
  40. 40. evangelistsupportHave a rabid fan base.Amplify enthusiasm.Insider access fans the fire.
  41. 41. winner shares allFill a need with knowledge.Allow access to information.Stand on a podium to increase impactacross a sector.
  42. 42. amplifyTell the good story.Tell it in a way it can beremembered and passed on.Long now, long audience, big here.
  43. 43. abundanceWe have everything we need.Get it in the right basket.
  44. 44. griotHonor with documentation.Shine a light on the good stuff.Story as vessel for value.
  45. 45. •  transparency•  dynamic hub•  participatocracy•  evangelist support•  winner shares all•  amplify•  abundance•  griot
  46. 46. the cards@rachelannyes@upwell_uswww.rachelweidinger.com/cards
  47. 47. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtThank you!
  48. 48. Rootwork.orgPowering grassroots networks from the bottom uptwitter.com/rootworkslideshare.net/rootworkgplus.to/ivanb#13NTC — Building Movements — #13NTCmvmtIvan Boothewww.Rootwork.orgTwitter: @rootwork“Ocean,” by Walter Holstadarchive.org/details/Ocean_81 (Creative Commons)“Gentle Ocean,” recorded by Ronerbergarchive.org/details/GentleOcean (Creative Commons)“Wide, Wide is the Ocean,” by Jimmy Dickson, recorded by Stuart Eydmannarchive.org/details/WideWideIsTheOcean (Creative Commons)Rachel WeidingerRachelWeidinger.WikiSpaces.comUpwell.usTwitter: @rachelannyesMUSIC:

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