How to Spark a Grassroots Movement Online

Everything you need to know about starting a grassroots movement can be learned by watching this 3 minute video 

 

Well, perhaps not everything, but it’s a great place to start!

The video begins simple enough. A man is dancing at a music festival in a field surrounded by a crowd that pays him no attention as they lay on their blankets. Then another young man joins him, then another, and a few more arrive seconds later. Soon everyone jumps up to join in. A movement of sorts has been born.

That simple video has been used frequently as an example about how to start a grassroots movement that taps into something just bubbling beneath the surface in our culture.

A Leader does something, a number of followers join in, the movement gains momentum, and soon everyone wants to join in. That may be fine for a music festival, but how can activists or businesses spark movements online for their causes?  

• What is a Movement? 

Movements take shape when a group of people organize around a common cause. When an organization works with an existing movement or builds a movement, the members of the movement take the initiative for moving it forward. Some call this “movement marketing.”

Scott Goodson, the CEO of the marketing firm StrawberryFrog, offers the following description of movement marketing

“curating culture and creating communities and platforms for people to circle their wagons around an idea that is relevant and important to them. A Cultural Movement is about being passionate, militant almost. It's about joining a movement that you care about.”

Whatever you hope to accomplish with an online movement, there are some key details that you’ll need to keep in mind.

• Movements Pinpoint a Clear Goal

The success of any enterprise rests on a clearly defined goal. Author Walter Mosley writes “understand exactly what you are fighting for or against, so you can plan the best method.” If you’re planning to ignite an online movement, ask whether online tools will be sufficient to carry the day. Do you need to think of ways to integrate other means for your project?

• Movements Demand Authenticity and Truth

If you’re asking people to get involved in your movement or brand, they will find the flaws in no time. Goodson of StrawberryFrog writes, “The truth is essential to a prolonged Cultural Movement.” In other words, getting people involved in your movement could backfire if they discover ulterior motives or fraud. Make sure your movement is consistent and honest from day one.

• Tell Stories All of the Time

Allison H. Fine, the author of Momentum: Igniting Social Change in the Connected Age lists personal stories as her number one requirement for an effective moment. Stories drive home the point that this movement is about everyone and helps more people relate to it.

• Movements Sustain Their Volunteers

Anne Driscoll of the Amplifying Education Group suggests that supporting a network of volunteers creates the pivotal turning point for any movement that hopes to grow. She writes,

“Getting to know your audience helps you build a compelling activity they’ll want to join and support. A grassroots movement is about building something self-sustaining. Enable and reward your biggest evangelists to increase their participation.”

• Movements Provide Tools for the Crowd

Movements create a positive experience for the consumer when interacting with a brand or organization. People want to feel better, like they’re joining something that is important and making the world better. Goodson of StrawberryFrog writes

“Consumers not only bought products, they joined the brand and wanted a relationship that made them feel better about themselves every time they met it.”

• Remove Barriers to Participation

The power of online movements is that the tools required in order to make them work are free and easily accessible. Mitch Joel at Six Pixels of Separation writes

 “These online tools, channels and platforms allow everyone (including you and I) to have our own little space to organize, think, learn and push new ideas to the edge.”

The role of a leader then is to ensure these tools are used efficiently.

Raising funds or networking with volunteers can be easily facilitated through a website. As you design a website and organize campaigns, remove unnecessary steps and make it as simple as possible to join your movement. That includes being ready to scale the movement when it catches on. Scott Paley of Abstract Edge shares

 “don't assume that just because you are small today means you don't need a serious backend.”

Automate, use online tools, and create a killer FAQ page that will eliminate the need for answering e-mails or phone calls.

The good news is that you don’t need to dance in a field by yourself at a music festival in order to start a movement. The social media tools are there just waiting to be used. The place to begin is with your own passion and a crystal clear vision of what could be.

This guest post is written by Lior Levin, a maketing advisor for an international company that specializes in personalized oncology services for cancer patients. Lior also works for the MA in political science department at the Tel Aviv University.