- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
Create real change in the new social movement paradigm Social Movements for Good is a guidebook for driving change, by taking advantage of the social "currency" that makes movements go viral. Author Derrick Feldmann has spent a career showing organizations how to best reach donors, activists, and employees, and engage a new generation of supporters. In this book, he shares his secrets alongside the stories of today's most successful social good movements by companies and nonprofits. You'll learn about the leaders behind these movements, the individuals who responded, and the approaches that made it work. Modern social movements operate within a new paradigm, and this informative guide walks you through how these movements are created, why people get on board, and the strategy and support network that must be in place for it to succeed.
Just going viral isn't enough to make a movement successful—there must be a plan, and the right people with the right skills to follow through with the execution. This book shows you who you need on your side, what they need to do their jobs, and which tools and methods are proving most effective every day.
Read the stories of today's most successful social good movements
Understand how modern social movements are created
Learn how to truly activate a new generation of activists and supporters
Formulate an approach that makes the public respond to your issue
Effective social movements don't arise by accident. People don't spontaneously come together and effect real change. If you want your movement to succeed, you need a solid strategy and the tools to follow through. Social Movements for Good is your roadmap to viral success and the advancement of your cause.
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
