Resource Type: Case Studies

Every year M+R Strategies, a digital services firm for progressive non-profits, releases its Benchmarks Study. The 2021 version analyzes the nonprofit digital advocacy and fundraising field using data from over 220 participating organizations. The Study covers these areas:

Digital advertising
Email messaging
Mobile/SMS messaging
Social media
Fundraising
Membership
Website traffic and useage

Movement organizations can make various decisions to find the right balance between breadth versus depth and unity versus autonomy. This report synthesizes hard fought lessons that organizers have learned in the face of complex challenges related to organizational structure. Movement organizations need to have the breadth—the capacity to organize the masses at scale. At the same time, movements need “cadres” with deep leadership capacity in order to be able to organize strategically in the face of constant uncertainty and local complexity. Organizing also requires unity—coordination to unify our power and resources such that the whole can be greater than the sum of its parts. On the other hand, people need autonomy in order to be able to take initiative, unleash their creativity, adapt to the particularities of their context and feel agency in the movement. Movements need to develop structures of leadership and clear authority that can manage the competing demands to create unity and enable autonomy. This report provides general lessons and some specific tips to find the right balance of breadth versus depth and unity versus autonomy.

This week’s Insight recaps our Research + Experimentation 9 convening last week, highlighting some of the top research and movement strategies from the field in the past year. We’ve also got a climate equity survey, upcoming trainings, and job listings.

This training focused on the use of five elements in combination to implement a successful growth strategy built around Facebook ads. “Growth” in this case means growing your list of supporters, donors, organizing leads, etc. This training used a case study of the Allinace for Climate Education’s 2020 voter registration program to show how using the five elements can help build lists while also meeting more complex goals. The trainings also includes an in-depth discussion of how the elements work together and approaches to take to help you evaluate progress and troubleshoot challenges.              

Two core ways that movement organizations can build and wield “strategic capacity” are by (1) continuously learning about what tactics have worked and which haven’t and (2) re-organize or adapt its resources to new challenges and opportunities. “Strategic capacity” is the ability of an organization to make decisions with uncertain information about how to deploy its resources to achieve a goal. Democratic governance structures within organizations can be especially key in building and deploying strategic capacity. This report delves into much more detail about each of these components and describes a few organization case studies, such as of Deep South Center for Environmental Justice, Dakota Access Pipeline protests, and 38 Degrees. A secondary attached report provides guidance on how an organization can execute a process to evaluate its own strategic capacity.