JASON MOGUS: How to win in the 21st Century
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Non-profits, governments, and civil society groups are not immune from the disruption digital networks have wrought in every other aspect of society. Jason and his team recently studied 40 campaigns, companies, and organizations that have recently won substantial social change efforts, and analyzed the common principles underlying their success. The results lined up with a career spent studying (and living) digital networks and movements. Jason will be sharing the results of this research in Vancouver for the first time – a month before its official international launch. These principles of 21st Century campaigns will be combined with stories that bring them to live, and approaches to make them practical for organizations of all sizes and stripes. Jason Mogus Twitter: @MogusMoves Jason is the principal strategist at Communicopia, a strategy consultancy that helps social change institutions become more like movements. With more than twenty years of digital transformation and campaign experience, he has led projects for some of the world’s most recognized social change brands including Human Rights Watch, the Tar Sands Solutions Network, NRDC, Consumer Reports, the UN Foundation, and the David Suzuki Foundation. Jason is the founder of the 15 year old Web of Change conference and he created the world’s first research report on the state of digital teams in non-profits. A recognized thought leader in the fields of network campaigns, digital teams, and organizational change catalyzed by technology, in 2014 Jason was named a Leadership Fellow at the Broadbent Institute. ==== Now in its 3rd year, The Digital Nonprofit Conference is ready to take you to the next level of tech success in your organization. This year's line up of presenters includes experts in the tech, nonprofit and private sectors, delivering deep dive discussions on topics ranging from: Capacity planning in the digital world Choosing the right tech tools to suit your organization's values Cultivating digital talent Digital fundraising & donor engagement Building community engagement strategies with corporate partners
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JASON MOGUS: How to win in the 21st Century
- 1. NetTuesday Vancouver April 13, 2016 Networked Change: How to win in the 21st Century
- 2. 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.
- 3. cultural, political context page 03 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
- 6. aarp. Massive organization that has consistently thrown its integrated communications power behind the successful fight to protect Social Security.
- 9. virunga. storytelling campaign created a compelling super- villain and aligned the power of WWF’s global reach and network to defeat them.
- 13. occupy + #blacklive smatter these spontaneous grassroots movements shifted the conversation and created space for political change to come.
- 16. #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.
- 19. keystone. network campaign re- energized the US climate movement with people- power. “Symbolic victory” laid groundwork for major culture and political change.
- 22. four principles
- 23. open to people power page 023 Drawing everything from a deep knowledge pool of member values, behaviors, interests. Involving + amplifying supporters in every stage.
- 24. frame a compelling cause page 024 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.
- 25. cross-movement network hubs page 025 Connect, convene, and empower a movement to share effort and credit. Hashtag not brand. Cross movement boundaries and build trust.
- 26. run with focus + discipline page 026 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.
- 27. 4 principles of networked change page 027 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 & discipline Be 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.
- 28. aligning old power with new power page 028 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
Notes de l'éditeur
- Been doing campaigning for 20 years. Work on difficult social issues, with massive forces aligned to resist and slow change. Tar sands campaign. Human rights. Indigenous here and immigrant rights in US. Many large NGO’s and many many smaller ones. Often asked to create the appearance of a movement to win an incremental issue. But this doesn’t lead to the kind of systemic change the world demands now.
- Based on a deep dive into 40 of the most successful advocacy campaigns led by movements, organizations, and companies in the past five years.
- Based on a deep dive into 40 of the most successful advocacy campaigns led by movements, organizations, and companies in the past five years. 3categories. Institutional Heavyweights, grassroots upstart, and directed networks. We looked everywhere. Only showing 6 stories today but went deep on 15, reviewed more than 40.
- Well established, large institutions. Massive budgets, big membership base. In US: non-profit industrial complex. Canada or BC: Disease and body part charities. Business lobbies. What they have is central leadership, and top down control. But the most effective ones know how to weild people power when they need to win.
- Win: stopped 3 companies exploration for oil in Africa’s oldest national park, World Heritage Site, huge biodiversity. 3 companies going in, 2 high profile, they both dropped it as soon as they heard we were coming for them. UK firm, low profile, easy to frame as super-villain (corruption, human rights abuses).
- A lot was traditional campaign stuff, but their innovation was storytelling. Gave SOCO a brand, hammered it again and again and again over years. Very stark messaging. Eventually got over 800K petition signers, used that in meetings with global campaign. OECD lawsuit for MNC’s on Human Rights, triggered more media. Activated investors, bought stock. Responded to public moments (seismic testing, another opportunity for public outcry). Advertising targeted at HQ and AGM. Integrated fundraising with the campaign ask (first time).
- it’s all about leveraging resources from elsewhere in the network. We don’t want to centralize too many resources in the secretariat. Nimble and agile hub that engages and inspires the bigger network to put resoures into it. A lot of politics in selling the vision. We had the $ to start the campaign, do the storytelling work, etc. Had a major external donor to start it, we use it to match from network. This became a template for future campaigns. Global campaigns align them.
- Arab Spring, Idle No More. Horizontal, “leaderful”. Strong public passion and drive around central campaign cause. Empower supporters. Speed, agility, force amplification. Don’t work on systemic change.
- New stype of campaigning, our research and our experience shows is most effective today. Bernie Sanders. 350.org. LeadNow and election. Central leadership but considerable agency + autonomy for supporters. Have $$$ and professional resources to push and win. speed and agility with focus and discipline. Achieve concrete victories and change systems.
- A controversial new tactic in the battle to stop climate change, Keystone delayed a no-brainer infrrastructure project for almost 7 years,turning it into one of the biggest political and media stories in the country for 3 years, and leading to President Obamas veto which set a new standard for climate tests.
- Keystone was a Network campaign with 8 key players focused for 4+ years. it had strong Science at the core (tar sands can’t expand without pipelines, this one requires Presidential approval, tar sands is one of world’s biggest carbon sources), gave movement practical / personal focus after years of targets/taxes/complicated ideas. Because it was local, it also put a new face on the climate movement landowners, Indigenous tribes at forefront, together with biggest coastal green groups. Randy here from Nebraska.
- Boggling array of creative actions: DC rally in Feb, People’s Climate March, circle white house with 10K people + pipeline, solar house on Nebraska route, “Cowboy / Indian Alliance”, concerts (Willy Nelson + Neil Young), CREDO/RAN arrest pledge (with 100K signers). Bird-dogging President + Sec of State: distributed local protests, finding high action takers and reaching out to them, conf calls to work with high action takers that were willing to lead independent local actions. Multiple 1 or 2M person “comment sprints” when periods opened up. Major PR support, daily media analysis + joint press work, got consistent major pickup. Inside/outside was totally coordinated. Not an inch of daylight. Major aligned channels. Major inside game.
- Using the voices of supporters. Letting them: inform. Speak. Act. Co-create.
- Grounding your campaign in a powerful narrative. You don’t find that overnight. Taking risks with your message so it stands out. Their messaging boxes opponents in and makes it nearly impossible for them to say no. It’s bold. This kind of messaging is different from media / PR work or journalism. Employing storytellers who understand culture.
- Acting alone is the old model and other than getting lucky a few times, it doesn’t work anymore. Every big win has operated like a movement – internally inside a big global org, or externally building networks across organizations and outside them. This takes time to build trust, and it takes effort to move beyond transactional relationships into truly co-creative ones. Also letting go of some control.
- Focus at the start. Do fewer things well, execute like a boss with everything you do. No weak websites, videos, actions; if you cant’ do it well, don’t do it. Know what to say no to: coalitions, last minute actions, rapid response when you don’t really have power to change it. Focus on a few transformative innovations. Organizng vs mobilizing – don’t sprint when it’s a marathon. Social change is hard. Even the best get things wrong all the time! You also don’t know what’s going to work when you start. Every tech biz that succeeds did it on their 2nd or 3rd idea. That’s expected. Try shit out, see what works, pivot. Have to be humble. Share things that aren’t perfect. Make mistakes. Learn and get better every day. Humble in stance and tone.
- Distributing agency. Allowing for customization and adaptation. Gathering ideas or content from crowd. Showing people power. Focus on “action worthy problems and solutions”. Employ cultural storytelling. Oppositional framing with heroes and villains. Multi Channel masters. Hashtag not brand. Connect, convene, serve. Cross into different movements. Build trust. Be agile, run tests, fail fast. Focus energy on key moments. Play the long game and be resourced for the fight. Be humble and curious about change.
- The Prime Directive. People power gives you legitimacy in everything else you do so needs to be at the core of what you do. It’s what is driving the biggest wins now. It’s what leads to lasting change. What people power means for you and your organization is up to you. What I’m telling you is, if you want real impact, you have to figure out how to harness it. And that will mean changing what you do. Questions for audience: - what does this mean for your oragnization? Where do you see the power of networks creating great things? - what