Download - JASON MOGUS: How to win in the 21st Century
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NetTuesday VancouverApril 13, 2016
Networked Change: How to win in the 21st Century
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Networked Change uncovers common strategic and operational elements behind
today’s most successful advocacy campaigns. we call the model directed network
campaigning, a way of building strong people-powered movements that are centrally
framed, resourced, and organized in a way that leads to staying power and concrete
political or cultural wins.
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cultural, politicalcontext
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cultural + tech forces• Media fragmentation, channel
multiplication
• Drop in attention spans / distraction
• Increase in causes + groups competing for attention
• Loss of faith in experts + institutions
• Rise of engagement – people want to give more
• Rise of “wicked problems” that cross cut issues
• Rise of free agents, unbounded by traditional NGO’s, connected via web
• Most NGO’s have lost touch with roots; are disconnected from supporters
• Policy and ideas don’t change the world. We have solutions but need political will to challenge powerful actors
political forces
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institutional
heavyweights.
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aarp.Massive organization that has consistently thrown its integrated
communications power behind the successful fight to protect Social
Security.
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virunga.storytelling campaign
created a compelling super-villain and aligned
the power of WWF’s global reach and network
to defeat them.
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grassroots upstarts.
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occupy + #blacklivesmatter
these spontaneous grassroots movements
shifted the conversation and created space for
political change to come.
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directed network
campaigns.
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#Fightfor15.
arguably the most successful corporate
campaign of the decade, the SEIU’s
Fightfor15 has forced Walmart and
McDonalds to raise wages and sparked
higher minimum wage legislation in 13 States and 19 municipalities.
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keystone.
network campaign re-energized the US
climate movement with people-power.
“Symbolic victory” laid groundwork for major
culture and political change.
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fourprinciple
s
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open to people power
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Drawing everything from a deep knowledge pool of member values, behaviors, interests. Involving + amplifying supporters in every stage.
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frame a compelling cause
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Concise, compelling, visual narrative with a super-villain, hero, and theory of change. Strong, oppositional framing for what action looks like. Master multi-channel promotions.
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cross-movement network hubs
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Connect, convene, and empower a movement to share effort and credit. Hashtag not brand. Cross movement boundaries and build trust.
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run with focus +discipline
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Conserve resources and focus while building power. Do fewer things, better. Test and fail fast. Play the long game and be resourced for the fight.
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4 principles ofnetworked change
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open to people powerDistribute agency. Allow for
local customization + adaptation. Gather ideas from
crowd. Show people power.
cross-movement networked hubsHashtag not brand. Cross
movement boundaries. Connect, convene, serve.
frame a compelling cause”Action-worthy problems and solutions”. Employ cultural storytelling. Visual. Oppositional framing with heroes + villains. Multi-channel mastery.
focus & disciplineBe agile, run tests, fail fast. Focus energy on key moments. Play the long game and be resourced for the fight. Be humble + curious about change.
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aligning old power with new power
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Embracing 21st Century principles will re-invigorate traditional NGO’s by placing them back at the centre of strong social movements, building unstoppable power leading to major campaign wins and long term social change.
people power gives legitimacy