How Change.org amplified the act of protest

For those interested in social media campaigns, an interesting article on change.org and what makes a successful campaign:

Started in 2007 as an online activism platform by Ben Rattray, a Californian educated at Stanford and the London School of Economics, Change.org transitioned to a petition-only platform in 2011. The site made world headlines when a Change.org petition started by the parents of murdered teen Trayvon Martin helped secure charges against George Zimmerman, his killer. That earned Rattray a spot on Time’s 100 most influential people of 2012. Today, the site has offices in 18 countries—and nearly 70 million users across the globe.

The site is an often-cacophonous clearing house for petitions calling for some sort of action in just about every imaginable domain. In Canada alone, there are petitions to “add women from Canadian history to Canadian bank notes”; to have fluoride removed from tap water; to have fluoride added to tap water; to have a “fully independent investigation” into the Senate scandal; to reverse Canada Post’s decision to end home delivery; to have Prime Minister Stephen Harper stop “using Sir Paul [McCartney’s] beautiful music to humanize his evil robot-man public image.” Some are successes. Most aren’t.

Successful campaigns “have two things,” Rattray says. “It has to be specific, for one, and there needs to be good reason to think that a sufficient amount of public attention around an issue can convince a decision-maker to make the choice to change.” David and Goliath narratives seem to work best, which might explain why Garrett’s petition was so successful. It spiked the contentious issue of animal rights with a dose of celebrity (Barenaked Ladies) and pitted both against a large, faceless corporate entity. Not coincidentally, animal rights is also one of 10 “cause areas”—criminal justice, environment and immigration are among the others—Change.org tends to promote on its site. In Garrett’s case, Change.org staff contacted him to help in the PR push for the petition, and emailed the petition to site users who had signed animal rights petitions in the past.

“We look at things that are most popular, that are trending, that people are interested in, and some things that are already taking off in the media or that have an appeal to a wide audience that the media might want to cover,” says Rattray. “Those are the ones where we’ll reach out to the petition creator and make sure that they’re using the tool most effectively.”

How Change.org amplified the act of protest.