Social Movements for Good E-Book

Derrick Feldmann

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 340

Veröffentlichungsjahr: 2016

Beschreibung

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.

Leseprobe

Table of Contents

Cover

Title Page

Copyright

Dedication

Preface

Acknowledgments

About the Author

Chapter 1: The Movement for Good

Defining

Movements

Social Movements versus Social Movements for Good

Why Do Social Movements for Good Matter?

Four Phases of Social Movements for Good

Social Movements for Good—A New Generation of Activism

Chapter 2: Empathy

We Are Human

Does Impact Matter?

Helping Makes Me Happy

Implications for Social Movements

The Why Behind Social Movement Participation

Chapter 3: From Belonging to Owning a Movement

Experience Over Joining

Acting without Purpose

Telling Is Less Important than Self-Directing

Inclusivity Beats VIP

Self-Realizing Is Powerful

Believing In Is Better than Belonging To

The Importance for Social Movements

How People Engage With Movements Today

Chapter 4: Creating a Message to Believe In

Why a Message?

Elevating the Person in the Context of the Crowd

YOU

Conceivable Outcome

Participatory Language

One Person Affected

Impact Is in the Eye of the Beholder

We Are Using Your Assets Now

Witness the Beneficiary

Implications for Social Movements

Social Movement Messaging

Chapter 5: Letting My Passion Be Heard through a Sign

Symbolism and the Social Movement

Symbolism in Today's Social Movements

Why Symbols?

Types of Social Good Movement Symbols

When a Symbol Becomes an Action

Does a Movement Need a Symbol?

The Human Rights Campaign Logo—a Testament to Memorable Symbolism in Social Good Movements

An Adaptation Sparks a Viral Social Good Movement

Implications for Social Movements

Social Movement Symbolism

Chapter 6: The Business of Doing Good

The Sustainable Movement

Social Good Business Models

Social Business Movement Builders

Internal Policy Changes

Consumer Communities for Good

Governmental Policy Change

The B Corporation Movement

Patagonia—Creating a Social Movement for Business Since 1960

Implications for Social Movements

Companies and Social Movements

Chapter 7: Delivering Hope Abroad

International Aid Has Changed

Contrasting Home with Abroad

Multiplier Effect

Sponsorship Model

Awareness and Campaigning Model

Awareness through Products

Owning the Cause

Implications for Social Movements

International Social Movements

Chapter 8: The Creative Behind a Social Movement for Good

Why Creative Matters

Moving People through Existing Actions

Real People Inspire Real Movements

Not Talking Down to Audiences

Implications for Social Movements

Creative Approaches to Social Movements

Chapter 9: Bringing a Social Movement for Good to a College Campus Near You

The Campus—Perfect Setting for a Movement

The Campus Leaders

Making It All Happen

Implications for Social Movements

College Based Social Movements

Chapter 10: The Power of Peers

Understanding the Roles of Networks and Peers

Using Networks and Peers for Good

Approaches to Social Movements for Good and Peer Engagement

Self-Organizing

Implications for Social Movements

Peer Engagement in Social Movements

Chapter 11: #: The Power of the Social Connection to an Issue—Hashtag

History

Using a Hashtag—Why?

The Power of a Hashtag

#Unselfie

#LoveWins

#BringBackOurGirls

#Icebucketchallenge

Does Hashtag Activism Really Work?

The Importance for Social Movements

Hashtag Activism for Social Movements

Conclusion

Index

End User License Agreement

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Guide

Cover

Table of Contents

Begin Reading

List of Illustrations

Preface

Figure P.1 Registering for Hands Across America with my Mother—Annette Feldmann

Chapter 1: The Movement for Good

Figure 1.1 Comparison of Social Movements and Social Movements for Good

Chapter 5: Letting My Passion Be Heard through a Sign

Figure 5.1 Martin Luther King During the March on Washington, August 28, 1963

Figure 5.2 The Human Rights Campaign Symbol

Figure 5.3 The Marriage Equality Campaign Symbol

Figure 5.4 Social Media Profiles of Celebrities Using the Red Equality Logo

Figure 5.5 Social Media Profiles of Corporate Brands/Products Using the Red Equality Logo

Figure 5.6 Social Media Profiles of Politicians Using the Red Equality Logo

Chapter 7: Delivering Hope Abroad

Figure 7.1 The Global Poverty Project Model

Chapter 10: The Power of Peers

Figure 10.1 Paul Adams's Circles of Strong Ties and Weak Ties

Chapter 11: #: The Power of the Social Connection to an Issue—Hashtag

Figure 11.1 The Hashtag Is Born

Figure 11.2 Visa Shows Its Support for Same-Sex Marriage

Social MovementsFor Good

How Companies and CausesCreate Viral Change

DERRICK FELDMANN

This book is printed on acid-free paper.

Copyright © 2016 by Derrick Feldmann. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Names: Feldmann, Derrick, 1978--b

Title: Social movements for good: how companies and causes create viral change / Derrick~Feldmann.

Description: Hoboken : Wiley, 2016. | Includes bibliographical references and index.

Identifiers: LCCN 2015039889 (print) | LCCN 2015042192 (ebook) | ISBN 978-1-119-13339-1 (hardback) | ISBN 978-1-119-13340-7 (pdf) | ISBN 978-1-119-13342-1 (epub)

Subjects: LCSH: Social movements. | Leadership. | Nonprofit organizations. | BISAC: BUSINESS & ECONOMICS / Nonprofit Organizations & Charities.

Classification: LCC HM881 .F445 2016 (print) | LCC HM881 (ebook) | DDC 303.48/4 — dc23

LC record available at http://lccn.loc.gov/2015039889

Cover Image: © iStock.com/JOZZ

Cover Design: Wiley

To Paige and Blair, I can't wait to see how you will change this world for the better.

To Bis, who has been with me on this adventure for more than 10 years.

Preface

The date was May 25, 1986. I was eight years old. My mom and dad came into my room to take our family to Springfield, Illinois, for something called Hands Across America. Traveling 100 miles in the family car, I knew nothing about what we were going to do, be a part of, or even what it was for.

That day, for 15 minutes, my dad, mom, sister, and I joined hands with more than 6.5 million other Americans across the country. We donated $10 to reserve our spot in line, and our donation, combined with others, raised more than $34 million to alleviate famine in Africa and fight hunger and homelessness in the United States.