building movements: beyond emails, beyond campaigns, and beyond organizations
DESCRIPTION
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/rootworkTRANSCRIPT
Building movements: beyond emails, beyond campaigns and beyond organizations
#13NTCmvmt
Rachel Weidinger @rachelannyes
Ivan Boothe @rootwork
(introducing the people in the room)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
What do we mean bybuilding movements?
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
1. Movements are bigger than one organization
Flickr user jvoves (Creative Commons)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
2. Rising movements benefit organizations
Flickr user waltstoneburner (Creative Commons)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.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)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.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
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
What it takes
A long-term focus
(hint: this means your wins are EPIC)
Flickr user vtveen (Creative Commons)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Network 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
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Different organizations play different roles
citizen rebelchange agent reformer
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Talk to each other...or at least listen
to each other
movement!
solidarity!
Flic
kr u
sers
tam
bako
, dou
g888
88 (C
reat
ive
Com
mon
s)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Big listening
Flic
kr u
ser o
rkyd
orky
(Cre
ativ
e C
omm
ons)
(hint: Beth Kanter has a whole wiki on listening dashboards)
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Situate your group aspart of something bigger
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Give up a little message controlGain a lot of social power
How taking this action gets us“line of sight”
closer to movement goals
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Don’t just connect people to you
Connect people to each other
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Upwell!
Big Team Ocean Big Listening Rachel Weidinger @rachelannyes
April 11, 2013
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
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
Tweet! Follow and
#sharkinar
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
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
10/1
3 10
/15
10/1
7 10
/19
10/2
1 10
/23
10/2
5 10
/27
10/2
9 10
/31
11/2
11
/4
11/6
11
/8
11/1
0 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&
Forever Alone? Not going to get much mission done &&&&
1. @rdearborn works for me. She rather likes sharks.
Slide&3:&Example&2&of&situa4on&illustra4ng&ugly&with&humor&
2.
Tip: Use abundance as your frame.
Slide&6:&How&To&Solve&3&Tips:&Tip: Make a basket for passion. &
Slide&7:&How&To&Solve&3&Tips:&
Tip: Catch team interest Use it as mission fuel.
bethkanter.org/upwellEcampaign&
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 OF Overfishing Spike Threshold
Winter 2011
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 OF Overfishing Spike Threshold
Spring 2012
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 OF Overfishing Spike Threshold
Summer 2012
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 OF Overfishing Spike Threshold
Winter 2012
&&
How can you give permission for an upwelling on *your* team?
<3, @upwell_us
the cards @rachelannyes
@upwell_us www.rachelweidinger.com/cards
• transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
transparency
Openness builds trust. Illustrate ongoing reliability.
Set the default to open.
dynamic hub
Have a There There. Keep the community visible.
Spotlight good content. Create space for vibrant interactions.
participatocracy
To join a community, show up and help.
Be valued by bringing value.
evangelist support
Have a rabid fan base.
Amplify enthusiasm. Insider access fans the fire.
winner shares all
Fill a need with knowledge. Allow access to information.
Stand on a podium to increase impact across a sector.
amplify
Tell the good story. Tell it in a way it can be
remembered and passed on. Long now, long audience, big here.
abundance
We have everything we need. Get it in the right basket.
griot
Honor with documentation. Shine a light on the good stuff.
Story as vessel for value.
• transparency • dynamic hub • participatocracy • evangelist support • winner shares all • amplify • abundance • griot
the cards @rachelannyes
@upwell_us www.rachelweidinger.com/cards
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Thank you!
Rootwork.org
Powering grassroots networks from the bottom up twitter.com/rootworkslideshare.net/rootwork
gplus.to/ivanb
#13NTC — Building Movements — #13NTCmvmt
Ivan Boothewww.Rootwork.orgTwitter: @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 WeidingerRachelWeidinger.WikiSpaces.com
Upwell.usTwitter: @rachelannyes
MUSIC: