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- Wiley
More About This Title Social Movements For Good: How Companies and Causes Create Viral Change
English
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.
English
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.
English
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 Good—A New Generation of Activism 12
Social Movements—The 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 Viewpoint—Social 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
Viewpoint—Social 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
Viewpoint—Social 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 Logo—a
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 Viewpoint—Social Movement Builder, Jay Coen Gilbert, B Lab and B Corporations 77
Chapter 6 The Business of Doing Good 81
The Sustainable Movement 82
Sustainable Practice 84
Sustainable Products and Services 84
Sustainable Community 84
Social Good Business Models 85
Social Business Movement Builders 86
Internal Policy Changes 87
Consumer Communities for Good 88
Governmental Policy Change 88
The B Corporation Movement 89
Patagonia—Creating a Social Movement for Business Since 1960 90
Implications for Social Movements 93
Companies and Social Movements
Viewpoint—Social Movement Builder, Kim Jordan, New Belgium Brewing Company 95
Chapter 7 Delivering Hope Abroad 99
International Aid Has Changed 100
Contrasting Home with Abroad 103
Multiplier Effect 104
Sponsorship Model 104
Awareness and Campaigning Model 106
Awareness through Products 111
Owning the Cause 111
Implications for Social Movements 112
International Social Movements
Viewpoint—Social Movement Builder, Shea and Raan Parton, Apolis 113
Chapter 8 The Creative Behind a Social Movement for Good 117
Why Creative Matters 120
Moving People through Existing Actions 120
Real People Inspire Real Movements 122
Not Talking Down to Audiences 125
Leveling Audience Statements 126
Talking Down Statements 126
Implications for Social Movements 128
Creative Approaches to Social Movements
Viewpoint—Social Movement Builder, Joe Rospars, Blue State Digital 131
Chapter 9 Bringing a Social Movement for Good to a College Campus Near You 135
The Campus—Perfect Setting for a Movement 137
The Campus Leaders 140
Who Are They? 142
When Did They First Get Involved? 143
How Do They Motivate Their Peers? 144
Making It All Happen 145
Implications for Social Movements 146
College Based Social Movements
Viewpoint—Social Movement Builder, THON Volunteers 147
Chapter 10 The Power of Peers 151
Understanding the Roles of Networks and Peers 153
Using Networks and Peers for Good 158
Approaches to Social Movements for Good and Peer Engagement 160
Self-Organizing 161
Implications for Social Movements 164
Peer Engagement in Social Movements Viewpoint—Social Movement Builder, Scott Harrison, charity: water 165
Chapter 11 # 169
History 169
Using a Hashtag—Why? 170
The Power of a Hashtag 171
#Unselfie 172
#LoveWins 173
#Bringbackourgirls 175
#Icebucketchallenge 176
How It All Began 176
Why Did It Work? 177
What the Critics Said 179
What Can Be Learned 180
Does Hashtag Activism Really Work? 182
Intent 182
Expectations 183
The Importance for Social Movements 183
Hashtag Activism for Social Movements Viewpoint—Social Movement Builder, Mallory Brown, World Clothes Line 185
Conclusion 189
Index 195
English
“As a developer of emerging leaders across the social purpose sector, I view Social Movements for Good as an instructive roadmap for understanding the practices and distinct elements that go into creating and maintaining sustainable social movements. Mr. Feldmann’s revealing interviews with leaders from the different sectors supports his case for how a durable and resilient social movement can thrive and lift up its followers. Add the overlay of how the influential millennial generation, a group Mr. Feldmann has studied extensively, supports social movements for good, it becomes quite apparent how these movement are becoming a more integral part of America’s growing for-purpose society. In addition to being a wonderful how-to book, Social Movements for Good provides the reader with inspiring antidotes that underscore the importance of social media and how it has revolutionized the way we organize change across sectors.”
Richard A. Brown, Vice President, Philanthropy, American Express
The Millennial maestro adds great value to our understanding of what is takes to create, grow and sustain social movements. In a personal and engaging way Derrick walks through the emotional elements that draw people in and motivate them to take action. He offers great insights and solid data to support his contentions and the reader comes away knowing a lot more about Millennials and social movements.
Diana Aviv, CEO, Feeding America
"Social Movements for Good takes the reader along a wonderful journey into “How” to build engaging social movements. Derrick Feldmann, through crisp commentary, shares the roles for people — donors, activists and promoters — to play in authentic movement building. He also conveys key elements to sustain the movement: lead with the social issue and not the organization; apply empathy as a magnet for engagement, use technology as a tool, not the campaign and activate online and offline. Social Movements for Good is a GPS for those who want a hands on guide to change the world." Carol Cone, CEO, Carol Cone ON PURPOSE
“Derrick has unique insight into the interests and motivations of Millennials related to their volunteering and charitable giving. His perspective is informed by in-depth research, detailed analysis and his own personal experience and wisdom.”
Kim Laughton, President, Schwab Charitable
“A fascinating, practical “How-To” manual for creating, sustaining, and leading a Social Movement. Derrick Feldman brings his extensive experience to bear in offering insights and guideposts essential to building movements that can truly make a difference in today’s world.”
General (Ret.) Stanley McChrystal
"Social Movements for Good is a must-read for anyone interested in how social movements take shape, gain momentum, and catch people’s imagination. From viral social media surprises to movements grown from meticulous, deliberate cultivation, Derrick Feldmann uses both his extensive expertise and his rich network to explore, dissect, and explain what motivates people to respond to, participate in, and grow movements aimed at social good. While no book can provide a foolproof recipe for a movement’s success, this book includes all the ingredients."
Peter Dudley, Senior Vice President, Team Member Philanthropy, Wells Fargo Government and Community Relations
“Throughout our history, social movements have helped to break down barriers, challenge the status quo and drive people to action. In his new book, Social Movements for Good, Derrick Feldmann looks back at some of the most pivotal social movements of our time and addresses why some movements succeed at catalyzing change, while others fall short. Filled with insights, best practices and advice from leaders in the field, this book is the definitive playbook for modern day changemakers who want to champion the issues, organizations and causes they care about.”
Jean Case, CEO, Case Foundation
