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Steps Toward Building Movementsome lessons from one island movement
Why “movement”?
1.A movement is a cultural trend ignited by voluntary, “bottom up” action.
2.Every cause or company has passionate evangelists who can spark movement around it.
3.The democratization of messaging makes movement essential to sustaining support.
One Island Movement
www.kanuhawaii.org
About Kanu Hawaii: Mission
To build social movement for a sustainable, compassionate, resilient Hawaii rooted in personal commitments to change.
Grassroots Organizing Online Tools & Community
www.kanuhawaii.org
Commit “I will…” Share Campaign
40 3,000 26,000 90%
volunteers
2
staff offline contacts unique visitors turnout rate
…a global community of islanders.
www.kanuhawaii.org
…a global community of islanders.
www.kanuhawaii.org
Some Lessons
1. Captive, aligned audiences build your list highest conversion rate of any mode of outreach
2. Recruitment – no advertising without an ask meaningful asks, immediate follow up
3. Identify the values you embody often found in how you do, not what you do
4. Collect iconic stories share heroic illustrations of values in action
5. Offer a “lattice of practice” help people live, serve, and advocate their values
6. Maintain a drum beat of infotainment punctuated by calls to action
7. Timely and responsive calls to action strive for relevance, not legitimacy
Ask
Listen
Act
rough consensus+ responsiveness
perfect democratic process>
8. Reward evangelists with celebrity, community, capacity not with cash
