Preface xiii Acknowledgments xix About the Author xxi Chapter 1 The Movement for Good 1 Defining Movements 3 Social Movements versus Social Movements for Good 5 Why Do Social Movements for Good Matter? 7 Four Phases of Social Movements for Good 8 Phase 1: Building and Gathering a Group of Believers 8 Phase 2: Letting the People Take Action with One Another 9 Phase 3: The Pinnacle Action 10 Phase 4: Sustaining the Movement 11 Social Movements for Good A New Generation of Activism 12 Social Movements The Power of the People 13 Chapter 2 Empathy 15 We Are Human 18 Does Impact Matter? 20 Example 1: Feeling Good 21 Helping Makes Me Happy 23 Implications for Social Movements 25 The Why Behind Social Movement Participation Viewpoint Social Movement Builder, James Coan, University of Virginia 27 Chapter 3 From Belonging to Owning a Movement 31 Experience Over Joining 33 Acting without Purpose 34 Telling Is Less Important than Self-Directing 35 Inclusivity Beats VIP 36 Self-Realizing Is Powerful 37 Believing In Is Better than Belonging To 38 The Importance for Social Movements 40 How People Engage With Movements Today Viewpoint Social Movement Builder, Adam Braun, Pencils of Promise 41 Chapter 4 Creating a Message to Believe In 49 Why a Message? 52 Elevating the Person in the Context of the Crowd 52 YOU 53 Conceivable Outcome 53 Participatory Language 54 One Person Affected 54 Impact Is in the Eye of the Beholder 55 We Are Using Your Assets Now 56 Witness the Beneficiary 56 Implications for Social Movements 57 Social Movement Messaging Viewpoint Social Movement Builder, Azita Ardakani, LoveSocial 59 Chapter 5 Letting My Passion Be Heard through a Sign 63 Symbolism and the Social Movement 63 Symbolism in Today s Social Movements 65 Why Symbols? 66 Types of Social Good Movement Symbols 70 When a Symbol Becomes an Action 71 Does a Movement Need a Symbol? 72 The Human Rights Campaign Logo a Testament to Memorable Symbolism in Social Good Movements 72 An Adaptation Sparks a Viral Social Good Movement 73 Implications for Social Movements 76 Social Movement Symbolism Viewpoint Social Movement Builder, Jay Coen Gilbert, B Lab and B Corporations 77 Chapter 6 The Business of Doing Good 81 The Sustainable Movement 82 Sustainable Practice 84 Sustainable Products and Services 84 Sustainable Community 84 Social Good Business Models 85 Social Business Movement Builders 86 Internal Policy Changes 87 Consumer Communities for Good 88 Governmental Policy Change 88 The B Corporation Movement 89 Patagonia Creating a Social Movement for Business Since 1960 90 Implications for Social Movements 93 Companies and Social Movements Viewpoint Social Movement Builder, Kim Jordan, New Belgium Brewing Company 95 Chapter 7 Delivering Hope Abroad 99 International Aid Has Changed 100 Contrasting Home with Abroad 103 Multiplier Effect 104 Sponsorship Model 104 Awareness and Campaigning Model 106 Awareness through Products 111 Owning the Cause 111 Implications for Social Movements 112 International Social Movements Viewpoint Social Movement Builder, Shea and Raan Parton, Apolis 113 Chapter 8 The Creative Behind a Social Movement for Good 117 Why Creative Matters 120 Moving People through Existing Actions 120 Real People Inspire Real Movements 122 Not Talking Down to Audiences 125 Leveling Audience Statements 126 Talking Down Statements 126 Implications for Social Movements 128 Creative Approaches to Social Movements Viewpoint Social Movement Builder, Joe Rospars, Blue State Digital 131 Chapter 9 Bringing a Social Movement for Good to a College Campus Near You 135 The Campus Perfect Setting for a Movement 137 The Campus Leaders 140 Who Are They? 142 When Did They First Get Involved? 143 How Do They Motivate Their Peers? 144 Making It All Happen 145 Implications for Social Movements 146 College Based Social Movements Viewpoint Social Movement Builder, THON Volunteers 147 Chapter 10 The Power of Peers 151 Understanding the Roles of Networks and Peers 153 Using Networks and Peers for Good 158 Approaches to Social Movements for Good and Peer Engagement 160 Self-Organizing 161 Implications for Social Movements 164 Peer Engagement in Social Movements Viewpoint Social Movement Builder, Scott Harrison, charity: water 165 Chapter 11 # 169 History 169 Using a Hashtag Why? 170 The Power of a Hashtag 171 #Unselfie 172 #LoveWins 173 #Bringbackourgirls 175 #Icebucketchallenge 176 How It All Began 176 Why Did It Work? 177 What the Critics Said 179 What Can Be Learned 180 Does Hashtag Activism Really Work? 182 Intent 182 Expectations 183 The Importance for Social Movements 183 Hashtag Activism for Social Movements Viewpoint Social Movement Builder, Mallory Brown, World Clothes Line 185 Conclusion 189 Index 195
