learn how mobilize the community around an issue

If you find yourself saying, somebody should… then someone probably should – and that someone should be you!
The recent Got Hats project generated several volunteers and saw over 4,000 items of warmth collected from members of the community and delivered to shelters in the Downtown Eastside. We have chosen it as an example to share some ideas with you to help you make your own change happen.

Get clear on exactly what you want to make happen.
In the case of Got Hats it was to ‘get donations from peoples' homes to local shelters during the cold snap’. Knowing exactly what you are going to do will help you focus, critical for making things happen.

Identify the absolutely necessary pieces required to make your change happen.
In order to make Got Hats happen essentially three things were necessary

1. A vehicle with snow tires

2. People to donate clothes

3. Volunteers to pick up the clothes and bring them to shelters.

Identify who you will be asking to participate.
Knowing your audience is critical. It will help you refine who you ask to do what and what tone you use to approach them.

Find partners.
Finding a partner or two to involve in your campaign can be a powerful force especially if they have profile in the community. People tend to gravitate toward initiatives associated with a name they recognize. And forming a partnership with a company or organization that has already earned some goodwill in the community lets you get on with the business of making your change happen, instead of proving that you are a worthy cause. Got Hats, was a community initiative so we approached the Cooperative Auto Network to donate a car. When people learned that this campaign was sponsored by a trusted and known organization in the community, they were quick to get involved. Another advantage to forming partnerships is that you can use the networks of all involved reaching more people about your initiative and this can include their media contacts, too.

Make it easy for people to participate. Give people a deadline. And make it feel good.
With Got Hats there was a clear call to action. We asked people to go through their closets that day and find things they didn’t want and set them on their front porch. Clear. Simple. Easy. Then we came to them so they didn’t have to do all that much. That is not to say that you can’t ask people to engage at a more involved level, just always be thinking of ways you can make it easier regardless of the level of engagement you are asking for.

And let people know what a wonderful thing they are doing. Sharing appreciation feels good for all involved.

Make it current.
The thing you want to change may be an ongoing issue, but if you can find a way to tie it into something current, you will have an easier time getting onto and staying on peoples’ radar. For example, there are always homeless people struggling in our communities. Got Hats took advantage of the fact that almost everyone was affected by the cold snap which made it easier to get peoples attention and get them involved.

Make it sexy.
Something as simple as a catchy name will often go a long way to enticing people to get involved. It also makes you more memorable, increasing your chances of recruiting people to help. And people like to feel like they are joining something that has momentum. Showcase a few things the campaign has already accomplished as well as highlight the buzz around your idea.

Spread the word.
Send an email to all of the people you know. Ask them to forward it to all the people they know. If you have especially well networked friends take some extra time to contact them directly (perhaps even by phone) to explain what you are doing, why you think it is important that the word gets spread and ask them directly to send out an email to their network.

Involve the media.
Knowing when to involve the media is an important piece. If you call them before your story has really formed, they might not bite again when it has.

Think of it as inviting the media to the event itself. And if you can tie it into a current event you will get extra media points. Consider asking your partners for help in the media department: they may have already established relationships with media. First and foremost the media are people who want to tell a story. Help them to understand the who, what, why where and when of your project and make it clear what the impact will be.

Be online & responsive and don’t be afraid to delegate!
It is critical that you be available to connect with people who want to get involved. If someone wants to donate their time or money or get involved in some other way they must be able to reach you to set it up. If you are too busy out there doing all the work, you must delegate to your trusty volunteers. If you don’t have any volunteers, ask a good friend to do you a favour, just this once!