Whether you want to change the world or just a small corner of it, the chances are pretty good that you’re going to need some help. Rarely does big change come about without big involvement. Thus, to maximize the odds of successfully meeting your goal(s), you’ll need to gather together a group of like-minded and energetic people who can effectively champion your cause. Here’s the blueprint for doing it:
Define Your Cause and Identify Possible Solutions
Your objective should address a specific issue. Pick a problem and pinpoint the parts that you can solve. When it comes time to recruit support, people will more readily jump on board if they can see a clearly defined plan for success. For instance, if your community is being inundated with tear downs and new construction, making it harder for a diverse range of people to find affordable housing, consider the process that determines local zoning codes and how you can change it. It’s important to identify the problem, but you’ll also need to possess a strategy for its solution.
Develop a Brand
Once you have detailed the problem and a possible solution, you need to develop your brand, the hook that gets people to notice you. Pick a name that identifies your movement and develop a mission statement that explicitly states the purpose of it. Design a logo and print signs and other promotional materials. You will need to advertise your mission if you want to gain support.
Market Yourself
With a defined image in hand, it’s time to create an Internet presence. Distribute an online petition. Update supporters with email messages and website/social media updates. The Internet should play an important part in your overall marketing strategy because it can expose your message to a lot of people for a relatively low cost. This isn’t to say that you shouldn’t also consider ways to physically interact with possible supporters. You can hit the streets and hand out flyers and talk to people. Just confirm that all of your materials are current, professional-looking and linked to one another so that people always have easily accessible and varied ways of contacting you.
Recruit Support
There really is strength in numbers. But it’s important that your numbers represent the right people. Market researchers use survey demographic questions to ensure that the data they get comes from the right sources. Grassroots campaign managers must do the same. Verify the intents of your supporters by checking their names and addresses. You need the right people to join your cause if you want your numbers to truly represent the level of your support. Using the example above, you can see how having citizens of your own town sign your petition means a lot more than having citizens of other communities do it.
Fundraise
In addition to members, you will probably need money. Seek ways to solicit donations so that you can continue to build your brand, recruit and recognize your supporters and contribute to your cause.
Look for Partnerships and Exposure Opportunities
Organic discussion of your group’s actions will help keep your mission top of mind. Contact local newspapers and televisions for possible story coverage. Visit local clubs to present your mission. Seek ways to partner with other groups with similar objectives. You will be able to gain knowledge and hindsight by studying their own practices, and you will possibly increase your amount of supporters, as well.
Take Action
With the right support on hand, you should take action. If you want to change local zoning code, present your case in front of city council. If you want to effectuate support for racial equality, organize a rally or sit-in. Make sure to publicize the date, location and time of the event as early as possible and thank people who show up with their support. And don’t be discouraged if you have to plan more action. Hopefully, your movement will continue to grow with each step you take, adding members with new ideas who can help you generate lasting change.
