We Are For Good Podcast - Episode 636: Making a Movement - Empowering Action

Release Date: August 11, 2025

In the culminating episode of the "Making a Movement" series, hosts Jon McCoy, CFRE, and Becky Endicott, CFRE delve deep into the mechanics of empowering action within nonprofit movements. This episode serves as a comprehensive guide for nonprofit professionals seeking to transform initial sparks of interest into sustained, impactful movements.

1. Introduction to Empowering Action

The episode opens with Jon and Becky setting the stage for empowering action, emphasizing the transition from building belief and shaping messages to activating individuals effectively.

• Becky: "It's time to take that initial spark. Activity activated. And watch your movement take flight." [00:27]

They introduce the E and R Move Framework, highlighting that the essence of empowering action lies in making participation clear, simple, and joyful.

• Becky: "To say joyful, people want to repeat it. And when it is clear and simple and joyful, people keep coming back." [01:06]

2. The E and R Move Framework

Jon reflects on the importance of accessible action, referencing previous discussions about creating toolkits and straightforward next steps. He cites Movember as an example of a movement that thrives on simple, peer-to-peer mobilization.

• John: "Creating toolkits and language and next steps... allows people to mobilize with their community in a very peer to peer natural sort of way." [01:15]

Becky adds that empowering communities to lead independently fosters organic growth and genuine engagement.

• Becky: "How do you equip your community to lead without your permission... making it work for you and for your community." [01:40]

3. Community-Led Campaigns: Impact Up and Hannah Lowe's Fundraising Journey

The hosts highlight Impact Up as a prime example of community empowerment, where a high-level vision allowed grassroots initiatives to flourish globally without restrictive guidelines.

• John: "Impact up is just giving the power to the people... thousands have attended, over 120 cities have hosted local meetups." [02:34]

Becky underscores the importance of pilot projects and learning from imperfections to build resilient movements.

• Becky: "Impact up was not perfect... piloting and figuring out what is going to work." [03:30]

The conversation transitions to Hannah Lowe's inspiring story of raising $500,000 for her son's life-saving gene therapy. Hannah's clear and actionable messaging enabled her community to rally effectively.

• Hannah Lowe: "We had to raise $2 million... how people can help by giving and sharing the message forward. That simple." [05:08]

Her strategic use of personal outreach and an authentic video campaign demonstrated the power of clarity and simplicity in fundraising.

• Hannah Lowe: "With an iPhone, a ring light... we just knocked it out in a few takes." [08:04]

4. The Global Impact of Giving Tuesday

Jon and Becky explore the evolution of Giving Tuesday, a movement initiated as a counterbalance to consumerism post-Black Friday and Cyber Monday. They discuss its transformation into a year-round, global phenomenon.

• Asha Curran: "Giving Tuesday... now it is a year-round movement. There are 90 countries celebrating it in a way that is meaningful to local cultures." [12:34]

The decentralized model of Giving Tuesday, which emphasizes co-creation and local adaptation, exemplifies sustainable movement-building practices.

• Asha Curran: "It's about the leader community... what’s best for them." [15:20]

5. Sustaining Momentum in Movements

As movements grow, sustaining momentum becomes crucial. Jon outlines three key strategies:

1. Reminding People of Their Why: Connecting back to the original motivations that spurred initial action.

   • John: "Reminding people why they acted in the first place... it's a grounding, it's an emotional connection point." [17:07]

2. Showing Impact and Expressing Gratitude: Demonstrating tangible outcomes of collective actions builds trust and reinforces commitment.

   • John: "It's not about giving, it's about belief... it's about trust building in real time." [19:01]

3. Providing Clear Next Steps: Ensuring that each action taken is as straightforward as the initial engagement to maintain continuous participation.

   • John: "Giving them a clear next step. And that step should feel as clear as the first." [19:35]

Becky emphasizes the importance of drumbeat communication to keep the movement vibrant and engaging.

• Becky: "The stoking, the drumbeat is such an important part of this work." [17:30]

6. Insights from Amanda Liao on Deep Engagement

Amanda Liao, Communications and Marketing Director at Spur Local, shares her strategies for effective campaigns by focusing on depth rather than breadth. She advocates for personalized engagement and meaningful connections over broad, impersonal outreach.

• Amanda Liao: "How can you build the capacity to do something like Giving Tuesday... how can you build on that?" [20:42]

Applying principles from Priya Parker's "The Art of Gathering," Amanda likens campaigns to curated parties, emphasizing intentionality in selecting participants and fostering environments where attendees feel valued and connected.

• Amanda Liao: "Think of your campaign as a party... what would make them want to attend your next party." [20:42]

Jon appreciates this analogy, noting its effectiveness in creating sustainable and joyful engagement.

• John: "It starts with creating that kind of a space. So I love the analogy to a party to this movement." [22:50]

7. Final Thoughts and Call to Action

As the series concludes, Jon and Becky reinforce the importance of community and self-care in sustaining movements. They encourage listeners to:

• Invite Community Participation: Engage others by recognizing and valuing their unique contributions.

  • John: "Invite your community to be part of your story and let's literally make a movement together." [26:58]

• Emphasize Self-Care: Acknowledge the personal effort involved and the necessity of maintaining one's well-being.

  • Becky: "Please take care of yourself, because you cannot pour from an empty cup." [28:51]

The episode closes with a heartfelt reminder that movements grow through collective belief and sustained, intentional action.

• John: "It all starts with belief... from community to community to city to country." [27:49]

Key Takeaways

1. Empowering Action: Simplify participation to make engagement effortless and enjoyable, fostering repeat involvement.

2. Community Leadership: Allow communities to lead initiatives, promoting ownership and organic growth.

3. Clear Communication: Provide transparent and actionable messages to guide supporters effectively.

4. Sustained Engagement: Continuously remind participants of their motivations, showcase impact, and offer clear next steps.

5. Depth Over Breadth: Focus on meaningful, personalized interactions rather than broad, impersonal outreach.

6. Self-Care for Sustainability: Encourage personal well-being to ensure long-term commitment and effectiveness.

Join the Movement

For nonprofit professionals seeking to amplify their impact, the "Making a Movement" series offers invaluable insights into building and sustaining powerful, community-driven initiatives. Embrace the frameworks and stories shared by Jon and Becky to ignite and nurture your organization's mission.

Visit We Are For Good to connect with a community of like-minded changemakers and access resources designed to support your journey toward creating meaningful change.