The MoveOn Effect: The Internet’s Impact on

Political Activism

The MoveOn Effect: The Internet’s Impact on

Political Activism

Dave Karpf, Ph.DAssistant Professor, Rutgers University

Davekarpf@gmail.comwww.davidkarpf.comTwitter: @Davekarpf

Dave Karpf, Ph.DAssistant Professor, Rutgers University

Davekarpf@gmail.comwww.davidkarpf.comTwitter: @Davekarpf

The Internet and Political Action: A New Wave of

Skeptics

The Internet and Political Action: A New Wave of

Skeptics

A New Generation of Political Advocacy

Organizations

A New Generation of Political Advocacy

Organizations

Founded in 1998 Emerged in 2002-3 as a

vocal force in the anti-war movement

5 million members $90 million+ donated in

2008 election 933,800 volunteers in

‘08, 20 million+ volunteer-hours

200+ locally-based “MoveOn Councils

Founded in 1998 Emerged in 2002-3 as a

vocal force in the anti-war movement

5 million members $90 million+ donated in

2008 election 933,800 volunteers in

‘08, 20 million+ volunteer-hours

200+ locally-based “MoveOn Councils

•32 staffpeople•Zero Offices

Let’s take a closer look at MoveOn

Not Just “Clickstream” ActivismNot Just “Clickstream” Activism

MoveOn Isn’t an Isolated Example

MoveOn Isn’t an Isolated Example

•Founded in January ‘09

•400,000+ members

•$1,350,000 raised in ‘09

•Built their list around Norm Coleman/Al Franken and around the public option

•14 staff (only 3 in ‘09)

•Zero Office Space

•Combined expertise in technology, issue campaigns, and electoral campaigns

Membership regimes: This has all happened beforeMembership regimes: This has all happened before

Skocpol (2003) describes the displacement of cross-class membership federations by professionally-managed advocacy groups.

Skocpol (2003) describes the displacement of cross-class membership federations by professionally-managed advocacy groups.

Membership went from attending/participating to supporting/check-writing

This was a technologically-mediated transition. And we’re experiencing another one (Bimber 2003)

Era First Generation (1800s-1960s)

Second Generation (1970s-early 2000s)

Third Generation (2000-present)

Membership Type

Community-Based

Issue-Based Online-Based

Typical Activities

Attending Meetings, Holding Elective Office, Participating in Civic Activities

Mailing Checks, Writing Letters, Signing Petitions (Armchair Activism)

Attending local meetups, Voting online, submitting user-generated content

Funding Source

Membership Dues

Prospect Direct Mail, Patron Donors, Grants

Online Appeals, Patron Donors, Grants

Dominant Org-Type

Cross-Class Membership Federation

Single-Issue Professional Advocacy Org

Internet-mediated Issue Generalist

Three Ideal-TypesThree Ideal-Types

MoveOn

Hub-and-spokes

DFA

Neo-federated

DailyKos

Online Comm-of-

interest

Community

Diarists

Core Staff

Councils

E-mail members

Nat’l affiliates

3 Elements of MoveOn’s/PCCC’s Fundraising Success3 Elements of MoveOn’s/PCCC’s Fundraising Success

1. Zero-cost scaling. 100 e-mails cost the same as 10,000 e-mails.

2. “A/B Testing.” A form of passive democratic input

3. “Headline Chasing.” Targeted Appeals, Timely Issues.

1. Zero-cost scaling. 100 e-mails cost the same as 10,000 e-mails.

2. “A/B Testing.” A form of passive democratic input

3. “Headline Chasing.” Targeted Appeals, Timely Issues.

Meanwhile, Old Revenue Streams are CollapsingMeanwhile, Old Revenue Streams are Collapsing

Prospect Direct Mail is in industry-wide freefall.

Targeted fundraising appeals yield restricted money which cannot be used for organizational overhead expenses.

Prospect Direct Mail is in industry-wide freefall.

Targeted fundraising appeals yield restricted money which cannot be used for organizational overhead expenses.

National Wildlife Federation

AFL-CIO

Existing Advocacy Organizations have high overhead costs

New Groups and Old Groups Fundraise

Differently

New Groups and Old Groups Fundraise

Differently

Data from the Membership Communications Project

6 months of e-mails, 70 progressive orgs, 2,162 data points

And It Isn’t Just E-PetitionsAnd It Isn’t Just E-Petitions

This isn’t “clicktivism.” It sure ain’t “facebook activism.”

It isn’t even “organizing w/out orgs.”…nor is it “networked nonprofits.”

It’s disruption theory.

This isn’t “clicktivism.” It sure ain’t “facebook activism.”

It isn’t even “organizing w/out orgs.”…nor is it “networked nonprofits.”

It’s disruption theory.

•Changing definitions of membership

•Dramatic shifts in revenue streams

•New tactical repertoires

•Resultant shift in how collective action is structured in America.

•Displacement of old orgs by new.