How Change Happens

1. Grassroots activism is the foundation of successful movements

"It's like catching lightning in a bottle," explains Shannon Watts. The trick is not to snuff it, but channel it into social change.

Grassroots power. Successful movements are built from the bottom up, harnessing the energy and passion of everyday people. They create deep, visceral connections among individuals and tether them to a common cause. This approach turns grassroots supporters into a powerful force for change.

Examples of success:

• The NRA's grassroots army of nearly 5 million members
• MADD's network of local chapters and victim support groups
• The tobacco control movement's state-based coalitions

Key strategies:

• Empower local activists to lead
• Foster bonds between individual members
• Provide resources and support to grassroots efforts
• Create a sense of community and shared purpose

2. Effective movements employ a "10/10/10/20 = 50" state-by-state strategy

"Change doesn't come from Washington. It comes to Washington."

Strategic state focus. Winning movements recognize that to achieve national change, they must first build momentum at the state level. This approach involves targeting different states with tailored strategies, creating a critical mass of support before pushing for federal action.

The "10/10/10/20 = 50" strategy:

• 10 states with full policy implementation
• 10 states with partial implementation
• 10 states with initial steps or relationship-building
• 20 states with groundwork for future action

Benefits:

• Allows for experimentation and learning
• Builds diverse coalitions and support bases
• Creates a ripple effect of change across the country
• Demonstrates widespread support for the cause

3. Winning movements change both hearts and policies

"You don't have to change a thing. The world could change its heart."

Dual focus. Successful movements recognize that changing laws alone is not enough; they must also shift social norms and individual behaviors. This requires a comprehensive approach that combines policy advocacy with emotional, visceral messaging.

Effective strategies:

• Use personal stories and testimonials to create emotional connections
• Develop creative campaigns that resonate with target audiences
• Leverage social media and popular culture to spread messages
• Address both the rational and emotional aspects of the issue

Examples:

• Marriage equality's shift from "rights" to "love" messaging
• MADD's focus on drunk driving as a criminal act, not an accident
• Truth Initiative's innovative anti-smoking campaigns targeting youth

4. Successful movements navigate internal conflicts and build coalitions

"It was about persuasion—listening carefully and engaging with skeptics—and it was about winning versus blaming."

Coalition building. Movements often face internal disagreements and competing priorities. Effective leaders find ways to bring diverse groups together, fostering collaboration while respecting differences.

Key approaches:

• Develop formal agreements or memorandums of understanding
• Create structures for shared decision-making and resource allocation
• Focus on common goals and shared values
• Embrace a "big tent" philosophy that welcomes diverse perspectives

Examples:

• Freedom to Marry's coalition-building in New York
• Tobacco control movement's diverse alliance of health organizations
• MADD's partnerships with law enforcement and alcohol industry

5. Businesses play multifaceted roles in social change

"Power concedes nothing without a demand."

Business engagement. Corporations can be both allies and adversaries in social movements. Successful campaigns recognize the potential for businesses to drive change through various means.

Business roles in social change:

1. Policy first movers (e.g., workplace non-discrimination policies)
2. Allies in advocacy and education
3. Product innovators (e.g., smoking cessation aids)
4. Hyper-exposed targets for activist campaigns

Examples:

• Environmental Defense Fund's collaboration with businesses on cap-and-trade
• Corporate support for marriage equality through amicus briefs
• Alcohol industry's "drink responsibly" campaigns

6. Leaderfull movements empower local leaders and diverse coalitions

"My theory is, strong people don't need strong leaders."

Distributed leadership. Successful movements are "leaderfull," not leaderless or overly centralized. They empower individuals at all levels to take initiative and contribute to the cause.

Characteristics of leaderfull movements:

• Empower local leaders to step forward
• Build coalitions of diverse allies
• Put people with lived experience at the forefront
• Balance grassroots energy with strategic direction

Examples:

• MADD's chapter-based structure
• Rotary International's role in polio eradication
• Freedom to Marry's support for state-level campaigns

7. Social marketing and strategic communications are crucial for success

"We don't want to call people bigots or haters, although there were a lot of people who wanted to do that, and some who did. . . . We needed people to come to their own conclusion about what this was, and recognizing same-sex marriage represented the best of who they wanted to be."

Strategic messaging. Winning movements craft compelling narratives and use innovative communication strategies to reach their target audiences. They adapt their messaging to resonate with different groups and leverage multiple channels to spread their message.

Effective tactics:

• Develop emotional, relatable stories
• Use creative campaigns and viral content
• Tailor messages for specific audiences
• Leverage social media and popular culture
• Employ data-driven marketing strategies

Examples:

• Truth Initiative's #CATmageddon campaign
• Marriage equality's shift to love-centered messaging
• NRA's patriotic, freedom-focused communications

Last updated: October 19, 2024