Efficacy is always a problem of perception. People will undertake actions, even deeply demanding actions, if they are persuaded their participation can make a difference. The challenge for organizers of social movements is to create a range of actions, from thin to thick, that let participants feel they’re making effective change.

Nearly every challenge of building a community can be met by asking yourself, “How do I achieve this by working with my people, not doing it for them?”

To create something that others want to join and support, we have to remember a core tenet: communities function best and are most durable when they’re helping members to be more successful in some way in a connected and dynamic world.

What is something your people can’t do solo? Or that would be better in a group? The more compelling the shared activity, the more likely you are to spark a community. Is the activity purposeful? Tie the activity back to your community’s purpose. And communicate that purpose explicitly, as Gavin Pretor-Pinney did when he formed the Cloud

What we offer as organizers is not simply alarming information, nor is it the guarantee of success in a particular campaign. We must offer people a vision of how things could be and the opportunity to connect with the people, projects, and movements that can bring this vision to fruition. That is the organizer’s unique gift: an invitation to