How to Get People to Show Up
“Like a turbulent ocean beating great cliffs into fragments of rock, the determined movement of people incessantly demanding their rights always disintegrates the old order” – Martin Luther King Jr.
Keys to Mobilization
Here are our main keys to mobilization:
- Mobilizing is about getting people to act, specifically to physically/digitally show up or take a specific action.
- Set a goal for # of people who show-up and/or actions taken and figure out your follow up plan and process.
- Use an array of outreach methods. Use one-on-ones, narrative-based emails, personalized selfie videos, earned media, coalition support, texting, canvassing, etc. Do not just rely on one or two methods.
- Set up a ladder of engagement to structure how people learn and take leadership within your group.
Mobilization Framework
Defining Mobilization
Mobilizing is about getting people to act, specifically to physically/digitally show up or take a specific action.
Mobilization efforts can range from getting a small group of people to attend a city council meeting to getting a hundred people to call their state representative, to getting thousands of people to protest in the streets.
Planning
- Set a goal for the number of people who show-up and/or actions taken. Always have a clear idea of what success will look like for your mobilization effort.
- Gain specific commitments. Ideally, you talk one-on-one with everyone you want to show up to gain a more solid commitment. For larger actions, you can also have people sign a digital pledge or RSVP to an event to get a sense of commitment levels.
- Have a clear message of urgency. More people tend to take action or show up when they know why it is important to do so. Whether it is part of an ongoing campaign, a recent development in the issue, or something else, remember to demonstrate why people should show up right now.
- Use an array of outreach methods. Use one-on-ones, narrative-based emails, personalized selfie videos, earned media, coalition support, texting, canvassing, etc. Do not just rely on one or two methods.
- Set a clear plan for follow up and reminding people. This means knowing who will be doing the follow up and when they will be doing so. In particular, remember to follow up 30-60 minutes before the person said they would be somewhere or do a specific action.
- Identify how your mobilization effort fits into a larger plan. Too often, activists will plan a big protest and have nothing planned for after. Always know in advance what you will be doing the days/weeks/months after your mobilization efforts.
Rule of Halves
The Rule of Halves is the idea that generally half of those who commit to showing up or taking a specific action, will do it (e.g., if 50 people say they will show up, then assume 25 will). This is useful when thinking about your turnout goal (e.g., if your goal is to have 50 people turnout, then you need 100 people to confirm).
Principles of Mobilization
“Fierce Discipline and Training”
Those who wish to engage in mass mobilization must demonstrate “fierce discipline and training” according to Rev. Jim Lawson in an interview on A Force More Powerful.
Rev. Jim Lawson continued by saying activists must have the discipline to go about “strategizing and planning and recruiting and doing the kinds of things you need to have a movement. That can’t be done spontaneously, it has to be done systematically.”
Unity
In Blueprint for Revolution, the authors remind us when aiming for larger-scale movements, you need to foster a sense of group identity. We must also understand the nature of compromise and create “arguably the most important, tactical unity: the unity of message.”
The book notes “unity, in the end, is about much more than having everybody line up behind a particular candidate or issue. It is about creating a sense of community, building the elements of a group identity, having a cohesive organization…and sticking to your values…It’s about doing plenty of things that make others feel as if your struggle is theirs as well…”
Understand the Role of Disruption
Frances Fox Piven wrote, “people cannot defy institutions to which they have no access, and to which they make no contribution” (i.e., protest works best when the individuals protesting can actually disrupt the institution they are fighting against).
Piven notes, “Protest is more likely to have a seriously disruptive impact when the protestors play a central role in an institution, and it is more likely to evoke wider political reverberations when powerful groups have large stakes in the disrupted institution.”
Vision of Tomorrow
In Blueprint for Revolution, the authors note your Vision of Tomorrow is NOT what you hate, injustice, or think is wrong. It has to be positive and draw people in. Identify what people want and see if there are any commonalities to their vision.
For anything to change you need to make the fight relevant to everyone, even those individuals who might not currently be on your side.
Ladders of Engagement
The Organizing: People, Power, Change manual describes a Ladder of Engagement which is a predetermined process through which your team members increase their engagement and responsibility within the team/organization. These ladders are really useful in mobilizing higher numbers of people to get involved.
The reason to have one is so you and your team know how people can get more involved and what you have to consistently do to keep the ladder going (e.g., turning interested people into supporters, supporters into volunteers or donors, volunteers, and donors into leaders, etc.).
The keys to this process are to collect contact information early on. Have people take small actions that can be done quickly, then later ask for folks to volunteer/donate, and in some cases have higher asks.
Here are some example leadership ladders:
- Someone signs a petition, then you have a one-on-one meeting, then they agree to come to an event, then they agree to come to a team meeting, then they continue to take on tasks at the team meetings, and then you have another one-on-one to ask them to take on a leadership role.
- Someone “likes” the organization’s Facebook page, then they get a sponsored post to sign a petition (which collects their email), then they get emailed another petition or easy thing to do with one click, then they get asked to donate/volunteer.
Other Mobilization Principles to Keep in Mind
- Use symbols and slogans to capture the spirit of the movement.
- Remember, people have lives, jobs, families, and many just want to live their lives in peace. Never blame people for not getting involved, it is your job to figure out how to move them.
- While anger may get people in the door, it takes hope to keep them there.
- Some actions involved with mobilization may break the law. Make sure you fully understand the legal risks and/or consult with an allied lawyer.
Example Facilitation Agenda
Put a sample mini-agenda of how to facilitate learning of this content. Here are some key facilitation techniques to incorporate in any training:
- Large and small group discussions
- Pair shares
- Silent reflection/writing
- Demonstration (e.g. facilitator modeling, showing a video of people performing skill, etc.)
- Case studies
- Hands-on practice
Three in particular that we strongly recommend include: case studies, opportunities for hands-on practice of skills, and a skill demonstration (e.g. by the facilitator or a video).