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

Book 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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Dedication
  5. Preface
  6. Acknowledgments
  7. About the Author
  8. Chapter 1: The Movement for Good
    1. Defining <i xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg" xmlns:ibooks="http://vocabulary.itunes.apple.com/rdf/ibooks/vocabulary-extensions-1.0">Movements</i>
    2. Social Movements versus Social Movements for Good
    3. Why Do Social Movements for Good Matter?
    4. Four Phases of Social Movements for Good
    5. Social Movements for Good—A New Generation of Activism
  9. Chapter 2: Empathy
    1. We Are Human
    2. Does Impact Matter?
    3. Helping Makes Me Happy
    4. Implications for Social Movements
    5. The Why Behind Social Movement Participation
  10. Chapter 3: From Belonging to Owning a Movement
    1. Experience Over Joining
    2. Acting without Purpose
    3. Telling Is Less Important than Self-Directing
    4. Inclusivity Beats VIP
    5. Self-Realizing Is Powerful
    6. Believing In Is Better than Belonging To
    7. The Importance for Social Movements
    8. How People Engage With Movements Today
  11. Chapter 4: Creating a Message to Believe In
    1. Why a Message?
    2. Elevating the Person in the Context of the Crowd
    3. YOU
    4. Conceivable Outcome
    5. Participatory Language
    6. One Person Affected
    7. Impact Is in the Eye of the Beholder
    8. We Are Using Your Assets Now
    9. Witness the Beneficiary
    10. Implications for Social Movements
    11. Social Movement Messaging
  12. Chapter 5: Letting My Passion Be Heard through a Sign
    1. Symbolism and the Social Movement
    2. Symbolism in Today's Social Movements
    3. Why Symbols?
    4. Types of Social Good Movement Symbols
    5. When a Symbol Becomes an Action
    6. Does a Movement Need a Symbol?
    7. The Human Rights Campaign Logo—a Testament to Memorable Symbolism in Social Good Movements
    8. An Adaptation Sparks a Viral Social Good Movement
    9. Implications for Social Movements
    10. Social Movement Symbolism
  13. Chapter 6: The Business of Doing Good
    1. The Sustainable Movement
    2. Social Good Business Models
    3. Social Business Movement Builders
    4. Internal Policy Changes
    5. Consumer Communities for Good
    6. Governmental Policy Change
    7. The B Corporation Movement
    8. Patagonia—Creating a Social Movement for Business Since 1960
    9. Implications for Social Movements
    10. Companies and Social Movements
  14. Chapter 7: Delivering Hope Abroad
    1. International Aid Has Changed
    2. Contrasting Home with Abroad
    3. Multiplier Effect
    4. Sponsorship Model
    5. Awareness and Campaigning Model
    6. Awareness through Products
    7. Owning the Cause
    8. Implications for Social Movements
    9. International Social Movements
  15. Chapter 8: The Creative Behind a Social Movement for Good
    1. Why Creative Matters
    2. Moving People through Existing Actions
    3. Real People Inspire Real Movements
    4. Not Talking Down to Audiences
    5. Implications for Social Movements
    6. Creative Approaches to Social Movements
  16. Chapter 9: Bringing a Social Movement for Good to a College Campus Near You
    1. The Campus—Perfect Setting for a Movement
    2. The Campus Leaders
    3. Making It All Happen
    4. Implications for Social Movements
    5. College Based Social Movements
  17. Chapter 10: The Power of Peers
    1. Understanding the Roles of Networks and Peers
    2. Using Networks and Peers for Good
    3. Approaches to Social Movements for Good and Peer Engagement
    4. Self-Organizing
    5. Implications for Social Movements
    6. Peer Engagement in Social Movements
  18. Chapter 11: #: The Power of the Social Connection to an Issue—Hashtag
    1. History
    2. Using a Hashtag—Why?
    3. The Power of a Hashtag
    4. #Unselfie
    5. #LoveWins
    6. #BringBackOurGirls
    7. #Icebucketchallenge
    8. Does Hashtag Activism Really Work?
    9. The Importance for Social Movements
    10. Hashtag Activism for Social Movements
  19. Conclusion
  20. Index
  21. End User License Agreement