Building Communities, Driving Change
Advocacy and grassroots mobilization have seen a seismic shift, driven largely by the proliferation of smartphones. What was once dominated by in-person outreach has evolved into a blend of online and offline.
Effective digital advocacy is crucial for organisations that want to make an impact or change behaviour. A 2023 WHO report found that organisations that build communities around their missions have higher levels of engagement and loyalty.
To get advocacy and community-building right we need to understand and generate positive digital activism. The mechanics of digital activism are determined by a range social, political, economic and technological factors.
A strong online community is one common thread in successful digital advocacy. By creating spaces where people connect, share experiences, and feel empowered, organisations can turn passive supporters into passionate advocates.
We created a local digital presence for Compassion International, to underpin its digital advocacy efforts in Kenya. We also quickly realised that content and conversations solely on child neglect was overwhelming the advocates we were trying to reach.
So, we designed online and offline conversations around the macro factors driving this issue to build a community of concerned stakeholders. It was a subtle and important shift that proved the point that advocacy fails when we use one-way communication.
Generic, one-sided messaging often leaves audiences feeling disconnected and disempowered. For example, “say no to plastic” had very little success in influencing people and policy makers to address the issue of single use plastics in Kenya. Meanwhile ‘#IsupportbanplasticsKE’ worked across social media by engaging Kenyans in a two-way dialogue and making the message personally relevant.
Audiences are no longer passive recipients as they were in the broadcast media age. In the social media age, it is all about shareable content that tells a story (usually visually) and provokes a reaction. The hashtag “#ISupportBanPlasticsKE” evolved from an online thread to a sign being held by different people at different locations in Kenya. Each setting told a story and was emotionally charged.
It worked too. Shortly after this campaign exploded on Kenyan social media, a nationwide ban on single use plastics was brought into law.
Supporters of a cause or organisation want to be involved and feel part of something bigger. They want to connect with others who share their concerns and passions. By fostering a sense of community, we can turn passive supporters into active advocates.
We saw this first-hand with Compassion International, we revamped social media and organised webinars, games and competitions. All these activities were focused on sparking conversations and building a community.
There was a significant increase in both online and offline engagement, exceeding budget targets and engaging 118,000 .
The results show the power of community-driven communications advocacy. But it’s not for everyone. Your community and its activists need to feel empowered and have an independent voice. You can’t control everything that’s said.
If you want to build a strong, engaged community around your cause and transform passive supporters into passionate advocates, contact us here for a free chat.
