The document discusses how organizations should focus on providing integrated experiences for stakeholders centered around their cause, rather than individual tools or actions. It argues that stakeholders care most about the cause and how it impacts them, so compelling organizations understand the cause and use various tools and activities to share the cause and involve people. This creates opportunities to harness people's engagement through both outbound methods like email and events, and inbound activities like feedback and user-generated content to build a fluid social movement around the cause.

1. Movements Begin WithinCreated for Mashable Social Good Conference by Geoff Livingston

2. Shiny Object Syndrome

3. Yay! Silo It!

4. Single Track Tool Mentality Doesn’t Match Stakeholder Experience

5. Stakeholder Experience Revolves Around Two Things Cause As It Relates to Them Complete Integrated Experience

6. @ChildFund Example: Never Forget Why People Care!

7. Movements: Cool Tool, Yet… People care about causes The cause inevitably impacts them, relating to some sort of life experience Compelling organizations understand it really is the cause, and then their approach Tools serve to share the cause, involve people (Goodwill Fashionista, @livestrong) Stakeholder use surpasses tool or action

8. Experience Example: Humane Society

9. Integration Creates Opportunity Outbound Email Loyalist activities Events/Meet-ups Direct mail Campaigns Identity, donations, volunteering, activism, loyalty, growth Inbound More information Participation invites Feedback loops Harness group intelligence, activity (PM) User gen. content Fluid cause enterprise Socialprise

10. Call to Action!

11. Creative Commons Images Shiny Object Syndrome by Johnny Goldstein, http://www.flickr.com/photos/jonnygoldstein/3381829829/ Silo by Eirikref, http://www.flickr.com/photos/eirikref/727551264/ Ceiling Colors by Rana, http://www.flickr.com/photos/ranna/343610310/ Complete Integrated Experience: Abstract Again by gilgonohttp://www.flickr.com/photos/gilgongo/290918451/ ChildFund: Faith Smiling by ChildFundNew Zealand, http://www.flickr.com/photos/childfund_nz/3617408507/ Call to Action by Brick Marketing Consulting, http://www.brickmarketingconsulting.com/020401_1409_0045_osls_op_640x495.jpg