In today’s world, it doesn’t take a large organization to motivate masses of people to change the world. In fact, this year alone we’ve seen several of our clients (like RYOT News, Acres of Love, Plant with Purpose and many others) affect community mobilization by empowering their global followers to fight for their cause.

In reviewing the digital marketing campaigns for nonprofits we’ve worked with over the years, I’ve identified a few critical components that are necessary to successfully mobilize people around a cause in order to gain the money and tools you need to accomplish your mission.

1. Communicate A Legitimate Need

A few years ago, a small fledgling organization displayed dirty water next to clean water in a NYC park for everyone to see. The people their mission served had dirty, diseased water, and they wanted to provide clean drinking water.

That’s a great way to mobilize people, and mobilize they did. Today, we know that fledgling organization as charity: water.

People are moved to action when they know your organization’s mission meets a critical need for the people or cause you serve.

2. Communicate Tangible Solutions

Knowing how to mobilize people around your organization’s cause requires a clear and effective solution. Your solution should empower the people you serve, and sustainably meet a legitimate need.

For example, Plant With Purpose, an organization we work with, understands that when forests are destroyed, so are poor rural communities. Their solution is to provide local farmers with micro-loans and sustainable farming education, empowering them to build their own economically and environmentally sustainable farms and keep forests thriving.

They also replant trees in areas where the forest has been destroyed. This is a clear solution that moves people to organize on behalf of Plant With Purpose. If you want to transform people into active evangelists, fund-raisers, and volunteers for your organization, you have to communicate tangible, effective solutions.

3. Deliver Powerful Community Stories

Creativity and visualization can bring understanding and simplicity to otherwise complicated problems, and this moves people to action. You have to tell a compelling story that your community feels it can become a part of.

The way you tell the story matters, though. Think about the components of a good page-turner, because that’s what your story needs to consist of. However, instead of a conclusion, you should have a clear call to action. An organization we work with called End the Cycle, does fantastic story telling.

4. Leverage Communication Channels

Go to the people. That’s the takeaway here. Today, most people are online and many use their smartphones to get online.

However, there are still folks who you’ll need to call on the phone, or send a letter via snail mail. This means you’ll have to use a variety of mediums to get your story out: a good website and donation platform, social media, text messages, Meetup groups, direct mail, phone calls, and compelling videos are all examples.

You need a strong web presence. When people hear about you, the first place they’ll go is to your website. You want to make sure it’s telling your story in a compelling way and making it easy for people to donate.

5. Employ A Clear Call To Action

You have to tell people what it is you want them to do.

Do you need money to fund a specific project? You’ve got to ask them directly.

As I said above, make sure you have a good place for them to give on your website. If you want students to organize groups on their college campuses, or middle-aged folks to share a film with their friends at the next Rotary meeting, you’ve got to clearly ask.

A strong and clear call to action can change the world. Make sure you have one.

6. Be Transparent

Simply put, people want to know that the story you’re telling isn’t total bullshit. The world is beckoning to be changed for the better.

People are more likely to mobilize around your cause and make sure you have the money and resources to accomplish your mission when you have 100% transparency. Tell donors where their money is going and clearly map out the impact of your efforts.

7. Be Committed To Community Mobilization

Mobilizing people to change the world for the better isn’t easy. There is no quick fix to complex social and environmental problems, so you’ll need to show people that you’re committed.

Someone once told me that sustainable impact takes at least 10 years. If you want to mobilize people to help make a lasting impact, be in it for the long haul.

Interested in mobilizing your team with us? Get in touch and we’ll talk about the marketing, branding and support services we offer nonprofit organizations and social brands.