7 Tips for Building Movement

Why “movement”?

Premises:

1. a movement is a cultural trend ignited by voluntary, “bottom up” action

2. social media makes movement-building essential in brand management

3. every product or company has passionate evangelists who can spark movement around it

About Kanu Hawaii

www.kanuhawaii.org

About Kanu Hawaii: Mission

Build social movement for sustainable, compassionate, resilient communities rooted in personal commitments to change.

Grassroots Organizing Online Tools & Community

www.kanuhawaii.org

…make a commitment “I will…”

www.kanuhawaii.org

www.kanuhawaii.org

…journal your progress

…a global community of islanders.

www.kanuhawaii.org

…a global community of islanders.

www.kanuhawaii.org

We will…eat 100% home grown in September

We will…cut our electricity and gasoline use by 25% in July

We will…reach “3 doors down” and build community with our neighbors

We will…register, inform, and turnout new voters

…striving to be an island model for an island world.

www.kanuhawaii.org

community.charterforcompassion.org

…striving to be an island model for an island world.

www.911day.org

…striving to be an island model for an island world.

7 (hopefully non-obvious) tips for movement building

1 Movements begin with values that need expression

2 Build a lattice (not a ladder) of engagement

3 Identify, equip, and recognize evangelists

4 Listen and follow-up to build trust and engagement

5 Collect images and stories that illustrate your values

Incentives got us 500 new contacts at a cost of < $0.05 per contact…

6 You can’t buy movement

…but their ongoing response rate was 2% vs. 15% for others.

Note: We saw the same effect when we tried to pay evangelists

Online: (1) broadcast images and stories

(2) measure engagement levels

(3) identify new evangelists

(4) “drum beat” maintains engagement

7 Clearly define the roles of online and offline

Offline: (1) inspire the evangelists(2) build teams(3) create movement images and stories

40 3,000 26,000 90%

volunteers

2

staff offline contacts unique visitors turnout rate

I will…