I’m going to address some common misconceptions about movements by spelling out what a movement is NOT.  If you are looking for information on what a movement actually is, well then check out our article Defining a Movement.

All of the following items can (and usually do) play a pivotal role in movements, but they are not movements by themselves.  Understanding the differences can help us see what changes need to be made to help your organization or effort develop into a powerful movement.

Nonprofit Organization – A nonprofit, with the noble purpose its name implies, is an ideal entity to lead a movement.  It is assumed to have the right intentions, and building a movement generally will help the organization achieve its programmatic goals.  However, many nonprofits do not generate a buzz within their community or have the organic growth that typifies a movement.  Nonprofits can chose to cultivate and lead a movement – but most are currently not movements.

Company / Business – Companies, with their significant marketing budgets, are another ideal entity to lead a movement.  If the monetary benefits that a company receives from building a movement are rolled back into the movement-building budget, a company can actually be one of the most powerful tools for growing and leading a movement.  However, many companies do not provide enough value added or do not have remarkable enough brands to earn the buzz and organic growth that would break them into the category of a movement.

Political Campaign - Political campaigns are the third ideal entity for leading a movement.  With their dual focus on earning publicity and solving people’s problems, they are perfectly positioned to create a buzz and garner the involvement of their audience.  Political campaigns, however, typically fail to involve their members past the electoral cycle.  They may well be a mini-movement while approaching the election, but they fall short of becoming a true movement by ending their efforts too early.

Marketing Rollout – Marketing is a core part of movement building, but movement building is a much broader undertaking than a marketing campaign.  Most importantly, building a powerful movement entails turning your passive audience into the movement itself.  Whereas a typical marketing campaign sends messages out, a movement will develop your audience into the message bearers, the leaders, and the funders.

Brand – A strong rallying point is essential for a movement, and a brand can often play that role.  But that rallying point doesn’t need to be a brand – it could be an idea, a person, or any other symbol.  Brands (for-profit, nonprofit, and political) are the center of many of today’s newly developing movements, but the overwhelming majority of brands do not have any movement associated with them.

Fad / Trend – Hot new trends or fads are perfect vehicles for launching a new movement.  All too often, though, fads are not managed and their energy is not directed toward a more sustained and powerful rallying point.  The fad then ends up being just that, dissipating rather than becoming a true movement.