The NCRP (National Committee for Responsive Philanthropy) recently released a report showing grassroots movements to be one of the most effective ways to positively impact the environment. According to the report, local grassroot movements typically receive significantly less funding than massive environmental agencies, yet it is these grass root initiatives that lead to the biggest change in awareness and behavior concerning the environment. Thanks to IMC, the smallest movements can make the biggest impact. One example, is Oceana, an organization that has one solid, singular environmental goal; save the oceans. Oceana has been successful in utilizing grassroots marketing in order to spread their message. In the video, you’ll see how Oceana members asked UNCW students to take a moment and participate in a petition to stop offshore drilling. The video not only spreads Oceana’s message, but it also encourages others who are interested to start the photo petition in their community.
“Community organizing builds power by helping people understand the source of their social or political problems, connect with others facing the same challenges and, together, take action to win concrete change.” -NCRP report, “Cultivating the Grassroots”
Social media makes it much easier for a group to get their message out to a large number of people without paying the high costs of advertising. Grassroots marketing is specifically concerned with companies that don’t have the financial ability to advertise heavily. IMC allows these organizations to invite their audience to share the message through word-of-mouth and various social media platforms, ensuring that their voice is heard . The best part about social media? It costs virtually nothing. By utilizing simple social media tools such as Facebook and Twitter anyone can easily spread knowledge and collect interest in an environmental issue they believe in. Social media also allows grassroots teams to measure how many people the message reaches and find out how quickly it is spreading. Great ideas may begin with a small following but if they harness the power of social media they have the ability to make a big change. Being able to easily share these stories about local environmental issues has increased the power and effectiveness of grassroots movements worldwide.
-Kacy Cox, Alexis Kapczynski, Sara Kaloudis, Josh Bowman