The document discusses how organizations should focus on providing integrated experiences for stakeholders centered around their cause, rather than individual tools or actions. It argues that stakeholders care most about the cause and how it impacts them, so compelling organizations understand the cause and use various tools and activities to share the cause and involve people. This creates opportunities to harness people's engagement through both outbound methods like email and events, and inbound activities like feedback and user-generated content to build a fluid social movement around the cause.