Knowing How Social Movements Happen To Kickstart Funding

Wikipedia rightly defines social movement as a “type of group action. They are the large informal groupings of individuals or organizations to focus on specific political or social issues. In other words, they carry out, resist or undo a social change.” Totally perceptible, but how?

Any successful ‘movement’ needs a core idea, leadership, talent to support the leadership and the people to create the movement. Recent developments like the phenomenal success of OWS shows that it’s not as clear and as easy as that.

David Graeber, one of the founders of the OWS movement likes to say that he had three goals: learning to drive, promote his book and launch a revolution. The first didn’t happen yet, the second proved challenging, and the third is not looking up. Funding has become a crucial element in the sustainability of the organization i.e., growing pains.

Any new organizations dies a thousand deaths as it leaps and straddles forward, often going through several revisions of strategy and vision. I’ve got sympathy for OWS. They’re afraid for the first time. They brought tablets down from the mountian top, we were all enthralled and fascinated. Now this rising star is facing the grist of the mill, their significance is substantial, but their chances of survival thin as their relevance has slipped backed to core fans, little airplay is being provided (apart from their decline) and they could be forgotten.

OWS is a challenger of the rules, heroic in charting a course that’s different to what’s been done before, with principles (often too many) that’s made their stand unique and created such a massive following of millions, but now it needs to stay ‘fresh’ and sustainable. How to halt the rot is to recognize the three core elements that fuel the fire of a movement: frustration about the status quo, injustice from the 1 percent’s cadre and a hope of change. Communication and messaging need to target these to accelerate the funding program:

Build back rapport: Trust
Create relevance: Message
Instant gratification: Knowledge
Ignite passion: Action

Barry Manilow probably has the best advice, “They might not remember what I sing, but they’ll remember how I make them feel.”

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Author: Dean Crutchfield

In an award-winning career spanning two decades, Dean Crutchfield has created, built and re-invigorated some of the world's most iconic brands.

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