Social Movements for Good: How Companies and Causes Create Viral Change

Create real change in the new social movement paradigm

Social Movements for Good is a guidebook for driving change, by taking advantage of the social "currency" that makes movements go viral. Author Derrick Feldmann has spent a career showing organizations how to best reach donors, activists, and employees, and engage a new generation of supporters. In this book, he shares his secrets alongside the stories of today's most successful social good movements by companies and nonprofits. You'll learn about the leaders behind these movements, the individuals who responded, and the approaches that made it work. Modern social movements operate within a new paradigm, and this informative guide walks you through how these movements are created, why people get on board, and the strategy and support network that must be in place for it to succeed.

Just going viral isn't enough to make a movement successful--there must be a plan, and the right people with the right skills to follow through with the execution. This book shows you who you need on your side, what they need to do their jobs, and which tools and methods are proving most effective every day.

• Read the stories of today's most successful social good movements

• Understand how modern social movements are created

• Learn how to truly activate a new generation of activists and supporters

• Formulate an approach that makes the public respond to your issue

Effective social movements don't arise by accident. People don't spontaneously come together and effect real change. If you want your movement to succeed, you need a solid strategy and the tools to follow through. Social Movements for Good is your roadmap to viral success and the advancement of your cause.

Auteur

DERRICK FELDMANN is a sought-after speaker, researcher, and advisor in cause engagement. He founded Achieve to help organizations address their most pressing issues through research and data-driven, strategically designed fundraising and awareness campaigns. Feldmann is the co-author of the book Cause for Change: The Why and How of Nonprofit Millennial Engagement from Wiley.

Texte du rabat
A PRACTICAL GUIDE FOR CREATING REAL CHANGE IN THE NEW SOCIAL MOVEMENT PARADIGM "Anyone can create change and opportunity. Quite honestly, bringing people together who share a common vision is a movement in and of itself. Nobody I interviewed and talked with had a goal of 1 million people doing something. The number was less important than the concept of just bringing some people together. Movements are what you make of them and for those that come together for the success of a common purpose, should be considered a win. . . Here's to the next social movement of our time and your role in making it a success."
—From the Conclusion by Derrick Feldmann Written for business and nonprofit leaders who are passionate about driving change, Social Movements for Good offers a down-to-earth guide for putting in place an effective social movement that will get results. Derrick Feldmann—a noted expert in cause engagement—reveals what it takes to reach the donors, activists, employees, and supporters who will make your movement go viral and create the change you and your followers envision. Derrick Feldmann draws on the experiences from many of the most successful social good movements and includes the personal stories of how leaders and activists led their causes. Without taking a "one-size-fits-all" approach, Social Movements for Good reveals how to create a dynamic movement, how to engage people to get on board, and what strategies are most effective. Social Movements for Good is your roadmap for success. It will give you the information, illustrative examples, and techniques needed to advance your movement or cause and engage your followers.

Résumé
Create real change in the new social movement paradigm Social Movements for Good is a guidebook for driving change, by taking advantage of the social "currency" that makes movements go viral. Author Derrick Feldmann has spent a career showing organizations how to best reach donors, activists, and employees, and engage a new generation of supporters. In this book, he shares his secrets alongside the stories of today's most successful social good movements by companies and nonprofits. You'll learn about the leaders behind these movements, the individuals who responded, and the approaches that made it work. Modern social movements operate within a new paradigm, and this informative guide walks you through how these movements are created, why people get on board, and the strategy and support network that must be in place for it to succeed. Just going viral isn't enough to make a movement successfulthere must be a plan, and the right people with the right skills to follow through with the execution. This book shows you who you need on your side, what they need to do their jobs, and which tools and methods are proving most effective every day.

• Read the stories of today's most successful social good movements
• Understand how modern social movements are created
• Learn how to truly activate a new generation of activists and supporters
• Formulate an approach that makes the public respond to your issue Effective social movements don't arise by accident. People don't spontaneously come together and effect real change. If you want your movement to succeed, you need a solid strategy and the tools to follow through. Social Movements for Good is your roadmap to viral success and the advancement of your cause.

Contenu
Preface xiii

Acknowledgments xix

About the Author xxi

Chapter 1 The Movement for Good 1

Defining Movements 3

Social Movements versus Social Movements for Good 5

Why Do Social Movements for Good Matter? 7

Four Phases of Social Movements for Good 8

Phase 1: Building and Gathering a Group of Believers 8

Phase 2: Letting the People Take Action with One Another 9

Phase 3: The Pinnacle Action 10

Phase 4: Sustaining the Movement 11

Social Movements for GoodA New Generation of Activism 12

Social MovementsThe Power of the People 13

Chapter 2 Empathy 15

We Are Human 18

Does Impact Matter? 20

Example 1: Feeling Good 21

Helping Makes Me Happy 23

Implications for Social Movements 25

The Why Behind Social Movement Participation ViewpointSocial Movement Builder, James Coan, University of Virginia 27

Chapter 3 From Belonging to Owning a Movement 31

Experience Over Joining 33

Acting without Purpose 34

Telling Is Less Important than Self-Directing 35

Inclusivity Beats VIP 36

Self-Realizing Is Powerful 37

Believing In Is Better than Belonging To 38

The Importance for Social Movements 40

How People Engage With Movements Today

ViewpointSocial Movement Builder,

Adam Braun, Pencils of Promise 41

Chapter 4 Creating a Message to Believe In 49

Why a Message? 52

Elevating the Person in the Context of the Crowd 52

YOU 53

Conceivable Outcome 53

Participatory Language 54

One Person Affected 54

Impact Is in the Eye of the Beholder 55

We Are Using Your Assets Now 56

Witness the Beneficiary 56

Implications for Social Movements 57

Social Movement Messaging

ViewpointSocial Movement Builder, Azita Ardakani, LoveSocial 59

Chapter 5 Letting My Passion Be Heard through a Sign 63

Symbolism and the Social Movement 63

Symbolism in Today's Social Movements 65

Why Symbols? 66

Types of Social Good Movement Symbols 70

When a Symbol Becomes an Action 71

Does a Movement Need a Symbol? 72

The Human Rights Campaign Logoa

Testament to Memorable Symbolism in Social Good Movements 72

An Adaptation Sparks a Viral Social Good Movement 73

Implications for Social Movements 76

Social Movement Symbolism ViewpointSocial Movement Builder, Jay Coen Gil…