Social Movements for Good: How Companies and Causes Create Viral Change

A PRACTICAL GUIDE FOR CREATING REAL CHANGE IN THE NEW SOCIAL MOVEMENT PARADIGM

"Anyone can create change and opportunity. Quite honestly, bringing people together who share a common vision is a movement in and of itself. Nobody I interviewed and talked with had a goal of 1 million people doing something. The number was less important than the concept of just bringing some people together. Movements are what you make of them and for those that come together for the success of a common purpose, should be considered a win. . . Here′s to the next social movement of our time and your role in making it a success."
From the Conclusion by Derrick Feldmann

Written for business and nonprofit leaders who are passionate about driving change, Social Movements for Good offers a down–to–earth guide for putting in place an effective social movement that will get results. Derrick Feldmann a noted expert in cause engagement reveals what it takes to reach the donors, activists, employees, and supporters who will make your movement go viral and create the change you and your followers envision.

Derrick Feldmann draws on the experiences from many of the most successful social good movements and includes the personal stories of how leaders and activists led their causes. Without taking a "one–size–fits–all" approach, Social Movements for Good reveals how to create a dynamic movement, how to engage people to get on board, and what strategies are most effective.

Social Movements for Good is your roadmap for success. It will give you the information, illustrative examples, and techniques needed to advance your movement or cause and engage your followers.

Preface

Acknowledgements

About the Author

Chapter One The Movement for Good

Social Movements The Power of the People

Chapter Two Empathy

The Why Behind Social Movement Participation

Viewpoint –– Social Movement Builder
James Coan, University of Virginia

Chapter Three From Belong to Owning a Movement

How People Engage With Movements Today

Viewpoint –– Social Movement Builder
Adam Braun, Pencils of Promise

Chapter Four Creating a Narrative to Believe In

Social Movement Messaging

Viewpoint –– Social Movement Builder
Azita Ardanaki, Love Social

Chapter Five Letting My Passion Be Heard Through a Sign

Social Movement Symbolism

Viewpoint –– Social Movement Builder
Jay Coen Gilbert, B Lab and B Corporation

Chapter Six The Business of Doing Good

Companies and Social Movements

Viewpoint –– Social Movement Builder
Kim Jordan, New Belgium Brewing Brewing Company

Chapter Seven Delivering Hope Abroad

International Social Movements

Viewpoint –– Social Movement Builder
Shea and Raan Parton, Apolis

Chapter Eight The Creative Behind a Movement

Creative Approaches to Social Movements

Viewpoint –– Social Movement Builder
Joe Rospar, Blue State Digital

Chapter Nine Using Leaders for Social Movements

College Based Social Movements

Viewpoint –– Social Movement Builder
THON Volunteer

Chapter Ten The Power of the Network

Peer Engagement in Social Movements

Viewpoint –– Social Movement Builder
Scott Harrison, Charity Water

Chapter Eleven #

Hashtag Activism for Social Movements

Viewpoint –– Social Movement Builder
Mallory Brown, World Clothes Line

Conclusion

Notes

Index

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.