Description
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. 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. Preface Acknowledgements About the Author Chapter One The Movement for Good Social Movements – The Power of the People Chapter Two Empathy The Why Behind Social Movement Participation Viewpoint — Social Movement Builder James Coan, University of Virginia Chapter Three From Belong to Owning a Movement How People Engage With Movements Today Viewpoint — Social Movement Builder Adam Braun, Pencils of Promise Chapter Four Creating a Narrative to Believe In Social Movement Messaging Viewpoint — Social Movement Builder Azita Ardanaki, Love Social Chapter Five Letting My Passion Be Heard Through a Sign Social Movement Symbolism Viewpoint — Social Movement Builder Jay Coen Gilbert, B Lab and B Corporation Chapter Six The Business of Doing Good Companies and Social Movements Viewpoint — Social Movement Builder Kim Jordan, New Belgium Brewing Brewing Company Chapter Seven Delivering Hope Abroad International Social Movements Viewpoint — Social Movement Builder Shea and Raan Parton, Apolis Chapter Eight The Creative Behind a Movement Creative Approaches to Social Movements Viewpoint — Social Movement Builder Joe Rospar, Blue State Digital Chapter Nine Using Leaders for Social Movements College Based Social Movements Viewpoint — Social Movement Builder THON Volunteer Chapter Ten The Power of the Network Peer Engagement in Social Movements Viewpoint — Social Movement Builder Scott Harrison, Charity Water Chapter Eleven # Hashtag Activism for Social Movements Viewpoint — Social Movement Builder Mallory Brown, World Clothes Line Conclusion Notes Index
