6. What is a A movement is a community with
movement?
a purpose, people coming
together and working to achieve
common goals.
7. 21st Century Twenty-first century movements
Movements
combine recently possible
technologies with brand
strategy, behavioral economics,
and community organizing in
order to support mass
participation and the creation of
shared value.
13. Movement Hierarchy
Story of the Movement
Identifies crisis and movement’s ‘theory-of-change’
Articulates a better future if movement succeeds
Movement story is embodied in the Brand, Tagline & Attributes
Campaigns
Tackle specific issues in support of movement goals
Has a clear ‘arc’ and associated commitment curve
Often developed rapidly to ride the news cycle
Actions, Moments, & Content
What members are asked to do
Movement ‘moments’ to drive urgency and media attention
Provocative pieces of content to organize members around
14. Ask the right
How can I raise money to make my
questions
project happen?
15. Ask the right
How can I raise money to make my
questions
project happen?
Why do I need money? How much/
how little do I really need?
16. Ask the right
How can I raise money to make my
questions
project happen?
Why do I need money? How much/
how little do I really need?
How can the fundraising campaign
help me test and refine my idea? And
make me more fundable?
17. Ask the right
How can I get people to donate?
questions
18. Ask the right
How can I get people to donate?
questions
How do I communicate the value of
my campaign?
19. Ask the right
How can I get people to donate?
questions
How do I communicate the value of
my campaign?
What are other ways people can
participate besides donating?
38. Tell your story Name of campaign/project and mini description.
What is your goal?
Theory of change: Why is this important/urgent/awesome?
Why does it matter if I contribute? What can I do to make a
difference? What do I get out of it?
39. What do you Commitment Curve
want people to
do besides
donate?
LEVEL OF ENGAGEMENT
PARTICIPATION OVER TIME
40. Level Up
Create Winning
Campaigns
James Slezak| james@purpose.com | @jslez
Lee-Sean Huang | leesean@purpose.com | @leesean