From politicians to brands to nonprofits, creating a movement is considered the holy grail of engagement. A movement drives awareness, buzz, and action, seemingly sweeping up everyone in its path. Its origin can be orchestrated or organic. Its demise can be sudden or slow. And, it often inspires imitations. To create one, it’s important to understand the mechanics and the larger role human behavior plays in why some succeed while others fail. It starts with the question: Why do people join movements?

THEY CRAVE COMMUNITY

This is the charge most campaigns start with: Let’s get people to join our community! If only it were as simple as that infamous Field of Dreams mantra. While a tagline, an online petition or pledge, and some swag will attract a few faithful followers, movements need more.

THEY WANT TO DO SOMETHING.

Movements require action and many aspiring ones miss the mark by either asking too much or making the action so generic it becomes meaningless. The standard defaults for political or nonprofit campaigns are to sign a petition, volunteer, or send money. Each is critical to sustaining important work but all are easily put off or ignored and can be off-putting to people new to the mission.