Resource Type: Social Science Research

This is the first part of a two-part training for organizers on approaches to better integrate digital tools into their work. This training looks at two integral aspects of organizing: recruiting new supporters (Recruiting – Part 1) and then keeping them coming back for the long-haul (Retention – Part 2).
This session, Recruiting, explores the intersection of recruiting new supporters, the use of digital tools, and evidence-based insights to help organizers think through possible uses of digital tools for rinding new supporters in their daily workflows. This is for people with some organizing experience who are thinking about how to better use digital. The focus is on strategy and systems thinking around getting new members and then setting them up to become long-term members of your organization. It is not a tactical how-to for specific platforms or online-to-offline models.

The psychological factors most predictive of young people (age 16-25) participating in climate protests in Germany were personal connections and values. Specifically, the three factors were 1) perceiving friends participating in the movement, 2) identification with others engaging in climate protection, and 3) personal norms in the form of an obligation based on pro-environmental values. The protests were organized specifically by Fridays for Future. These young respondents also generally reported high levels—but less than the primary predictive factors—of “collective efficacy”, thinking climate change is a serious problem, and personal rage about government policy failure, but notably low perception of their parents participating in pro-environmental activism.             

What people say they would be willing to do differs from what they actually do. This nationally representative survey sheds light on what Americans think about domestic climate change policy, international policy, and more general attitudes about climate change. Key findings include that most Americans report doing low opportunity cost or easy climate friendly actions in their homes – like buying energy-efficient kitchen appliances (52%), setting thermostats to energy-efficient temperatures (62%), and using energy-efficient lightbulbs (89%). Significantly fewer people, however, report doing more difficult tasks like reducing food waste, composting, or buying products from climate-friendly companies. Unsurprisingly, even fewer people contact government officials, volunteer, or donate money, despite many reporting that they would be willing to do these things. Advocates interested in encouraging climate-friendly behaviors and actions should consider trying to reduce barriers or provide easy work arounds to folks.