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Social Movements for Good
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Table of Contents

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

About the Author

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.

Reviews

"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

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