Community Culture Douglas Atkin 10-30-14

A Journey through all kinds of Communities

Cults

A Journey through all kinds of Communities

Cults Communities

A Journey through all kinds of Communities

Cults Communities Movements

Cults Communities Movements Grass-Roots Organizing

A Journey through all kinds of Communities

Communities that Scale and Take

Action Douglas Atkin 10-30-14

Movement: A population that’s

mobilized to take action driven by a shared

vision of how the world should be.

“Never doubt that a small group of thoughtful, committed

citizens can change the world; indeed, it is the only thing that

ever has.”Margaret Mead

Grass-Roots Organizing

____________________________

San Francisco

Grass-Roots Organizing

____________________________

Barcelona

“...proponents demonstrated a much larger grassroots base. At hearing after hearing, hosts outnumbered opponents...Supervisors continually ran into people who used Airbnb, liked Airbnb, and saw nothing wrong with Airbnb’s practices. That’s why you heard very little anti-Airbnb rhetoric from supervisors, including those who do not hesitate to castigate real estate speculators and Ellis evictors.”

- Randy Shaw, BeyondChron

“Scores of Airbnb hosts spoke at public meetings and rallies over the past several months, supporting the version of the law that the supervisors green-lighted.”

- Carolyn Said, San Francisco Chronicle

"Airbnb and its backers, who've been well-organized in San Francisco, have argued throughout the public battle that short-term rentals help keep the city affordable..."

- Emily Badger, The Washington Post

Scale: Call Attempts (SF)

Tota

l # o

f Att

empt

s

0

6000

12000

18000

24000

30000

April May June July August

Scale: Contacts Made (SF)

Tota

l # o

f Con

tact

s

0

1400

2800

4200

5600

7000

April May June July August

Action: Growth in Supporters (SF)

# of

Tot

al S

uppo

rter

s

0

1200

2400

3600

4800

6000

April May June July August

S.F. Universe

Total hosts + guests with addresses

6,288People reached

8,660

5,954People who have been reached and are supporters

Support Levels

5,354Low-Medium Supporters

494Strong Supporters

106Core Members

Interested in attending events and other high-engagement activities, ex: join Action Team, attend public hearings

Strong supporters who are reliable, trustworthy and politically savvy. In regular contact with Organizers. ex: attend last-minute event, meet with city official

Interested but non-committal, want low-engagement activities, ex: signing petition, writing a letter

And what they all have in common…

Idea #1: The Commitment Curve

• Lower the barrier to entry

• Make incrementally harder...

• ...But more rewarding and effective

This helps you model what ‘Asks’ you should make, and when.

4. Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Attend Rally

Senator Visit

Oped

Story Postcard

Month 1 Month 4

Commitment Curve

Sign Petition

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Crowdfund Ad.

Month 1 Month 4

We are Peers. We’re asking lawmakers for more sharing, not less. We want to play by the rules, but New York needs laws that are safe, fair, and clear.

Support sharing. Fix the Law.w. peers.org/fixthelaw

This ad was paid for by 1,165 Peers who crowdfunded this message to ask lawmakers to support sharing.

“I worked at a company that declared bankruptcy before paying me. Sharing my home made it possible for me to keep my house.”

EVELYNNEW YORK, NEW YORK

“As a cancer survivor who lost disability insurance, sharing my home gave me the bandwidth I needed to pay rent. The best part was the families, who had a home close to the hospital—my home.”

WENDYNEW YORK, NEW YORK

Sharing is revolutionizing the way New Yorkers participate in the economy, creating new opportunities for our families, our communities, and our state. But outdated laws treat law-abiding New Yorkers like slumlords.

Do we look like slumlords to you?

“We were afraid we’d have to leave our farm, our animals, our home. We started sharing our home to make a little extra, and it has saved us from losing our farm!”

LAURAITHACA, NEW YORK

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Oped

Story Postcard

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Senator Visit

Oped

Story Postcard

Month 1 Month 4

Commitment Curve

Sign PetitionTell your Story

Attend Action Meetup

Tweet Senator

Attend Rally

Senator Visit

Oped

Story Postcard

Month 1 Month 4

It works for all kinds of Communities

Read%Purpose%Look%at%Resource%Pages%

Read%Forums%

Contribute%to%Forum%

Lead%Forum%

Become%key%contributor%in%forum%

Read%Member%Profiles%Look%at%photos/videos%

Read%blogs%Comment%on%blogs%

Write%blog%post%

Message%other%member%Upload%video%

ParBcipate%in%live%video%discussion%

Join%sub%group%

Start/Lead%subEgroup%

AGend%event%

Organize%event%

Adopt%leadership%role%

COMMITMEN

T%

TIME%

Become%a%member%

Lead%live%video%disc.%

The%Community%Commitment%Curve%

It works for all kinds of Communities

That Awesome Slide Title of Yours

Idea # 2: Operation and Programming

City Hall Event 4/29

102 supporters attended

Planning Commission Hearing 9/15

107 people attended 82 speakers during public comment

1st Land Use Committee Hearing 9/15

219 people attended 89 speakers during public comment

2nd Land Use Committee Hearing 9/29

102 people attended 61 speakers during public comment

Board of Supervisors Hearing 10/7

Pre-Hearing Event: 120 attended

Board of Supervisors Hearing 10/7

Pre-Hearing “Canvass” of Supervisor offices: 38 hosts participated

Board of Supervisors Hearing 10/7

In the Hearing Room: 92 supporters

How do they get these results?

Operation Programming+

How do they get these results?

Operation Programming+1. Operational discipline applied to the ‘soft’ skills of relationship-building and community development at scale.

How do they get these results?

Operation Programming+1. Operational discipline applied to the ‘soft’ skills of relationship-building and community development at scale. 2. Building an external community infrastructure that is scaleable, self-sustaining, and built for the long-term

How do they get these results?

Operation Programming+1. Make varied asks that track up the Commitment Curve and that suit members’ capacity and comfort

How do they get these results?

Operation Programming+1. Make varied asks that track up the Commitment Curve and that suit members’ capacity and comfort 2. Develop programming that makes regular and escalating asks (c. every 2 weeks) to maintain engagement and get shit done.

How do they get these results?

The Operation

How do they get these results?

The Operation:

1. Field Organizers

How do they get these results?

The Operation:

1. Field Organizers+2.

Goals/Metrics

How do they get these results?

The Operation:

1. Field Organizers 3. CRM++2.

Goals/Metrics

How do they get these results?

The Operation:

1. Field Organizers 3. CRM

4. Build a Self-sustaining community

infrastructure of Hosts

+ ++2.

Goals/Metrics

!!

                                               Qualifica)ons/Characteris)cs:  !• Experience  with  community  and  poli5cal  organizing    

• Flexible  and  adaptable  to  changing  circumstances    

• Communica5on  skills  -­‐  ar5culate  and  ability  to  improvise  

• Great  rela5onship-­‐building  skills  -­‐  comfortable  talking  to  all  kinds  of  people  face-­‐to-­‐face  and  over  the  phone  

• Willing  and  able  to  work  long  hours,  including  weekends  

!                                                              Responsibili)es:  !

• Build  a  network  of  supporters,  with  a  close  group  of  “core  supporters”  at  the  center  

• Collect  and  enter  data  on  a  daily  basis  

• Organize  events  such  as  neighborhood  mee5ngs  

• Recruit,  train,  and  manage  volunteers  to  take  leadership  roles  in  a  las5ng,  volunteer  driven  grassroots  organiza5on  

• Manage  rela5onships  with  supporters  -­‐  earn  trust  in  order  to  make  “asks”

Field Organizers____________________________

What’ they’re NOT What they ARE1. A phone bank 1. Relationship-

Builders Who use phone lists to identify, convert

and recruit Hosts to engage

2. Canvassers (Low-level

recruitment and training to make

simple, one-off asks)

2. Community-Builders at Scale

Who build self-sustaining community of Hosts by identifying, training and

supporting leaders, captains etc.

3. Goal-driven, metrics accountable

Managers

3. Traditional Community Managers

Who have built strong relationships with c. 50

key hosts and run events.

Self-Sustaining Communities

Self-Sustaining Communities

Organizer

Advocacy Team

Advocacy Team

Events

News + Information

Storytelling

Rapid Response Captain

Training

Action Team Action Team

25-50 Members in each community

Programming

S F F I R E S T A R T E R C A L E N D A R

JulySunday' Monday' Tuesday' Wednesday' Thursday' Friday' Saturday'

' ' 1' 2' 3' 4' 5'' ' ' ' ' ' '

6' 7' 8' 9' 10' 11' 12'' ' ' ' ' Mandatory'Fun!' '

13' 14' 15' 16' 17' 18' 19''Sunday'Streets'In'Richmond'

' Brand'Launch'Week!' Supper'Club' ' Volunteer'Event'@'E.R.'Taylor'Elementary'

'

20' 21' 22' 23' 24' 25' 26'' ' ' ' ' ' '

27' 28' 29' 30' 31' 1' '' ' ' ' Press%Event*%

Campaign%Launch%Home'Sharers''Happy'Hour'

'

'

D2'Chiu'ATM' D10'Chiu'ATM'

D4+7'Chiu'ATM' D1'Chiu'ATM'

D10''ATM'@Byron’s''

D5'ATM'''

D2+3'ATM'''

D6'ATM'''

D4+7'ATM'''

D8'ATM''

D1'ATM'''

Haight'Ashbury'Neighborhood'Council'

EVNA'Meeting'to''discuss'Home'Sharing'

Corbett'Heights'NA'–Home'Sharing'presents'D9'ATM'@Gregg’s''

City'Hall'Meeting'with'Avalos'

D8'ATM'X'Weiner'

D2'City'Hall'Meeting'w/Farrell'

Commiss.'Meeting'with'Cindy'Wu'

D9'City'Hall'Meeting'w/Campos' D10'

Meeting'w/Cohen'

D5'City'Hall'Meeting'w/Breed'

D6'Chiu'ATM'

Meeting'with'Planning'Commiss.'Fong'and'Johnson'

Commiss.'Meeting'with'Hillis'

Scaled Asks

- Testify at a Rally/Hearing - Share story publicly - Advocacy Team (speak at N.A. meetings) - Meeting with city official - Join neighborhood association - Attend public hearing - Host a meeting - 1:1 with Organizer - Attend Action Team meeting - Write letter - Share story - Post to social media

High engagement

Low engagement

Summary

Communities in action

Communities that scale

# of

Tot

al S

uppo

rter

s

0

1200

2400

3600

4800

6000

April May June July August

Commitment Curve

Operation and

Programming

New model for Community?

Thank You

Com

mitm

ent

15,876 Hosts Activated

11,113 Facebook Likes

3,812 Volunteers

400 Team Leaders

2,668 Team Members

August October November

31,500 Live Conversations

7,779 Petition Signatures

5,445 Event Attendees

September December January

31,513 Hosts

Paris: 25 Field Organizers