I don’t know, I haven’t done it. BUT.
In my role at Sunrise as Membership Director, I think a lot about how to do this. I want to do this, we must.
I can’t forget a conversation I had a year ago in New Mexico with a leader in one of the biggest environmental non-profits in the world. The leader mentioned how one of their member organizations (in one of the Nordic countries) had ¼ people in the country identify as members of the group.
I first thought, no way, impossible. And then I thought, wow, the scale, the reach. Truly, goals. How amazing would it be if even 1/11 young people in the United States knew of Sunrise and identified as a member of our movement?
And why so many people, why millions?
In Sunrise, our core theory of change is building people power and political power to create the conditions necessary to stop climate change. More specifically, over the next four years, we want to organize mass student strikes, mass noncooperation, and disruption in key cities across the U.S. That’s going to take a shit ton of people.
More specifically, the vision is to:
Build up to society-wide strikes and mass disruption to fix our political system on the scale needed to stop the climate crisis.
Build a mass youth movement that spans race, class, and geography in order to popularize a Green New Deal: a digestible vision for how we can make our government work in order to tackle the climate crisis and improve people’s lives.
This will require escalating levels of direct action to create triggers (2025/2026) leading to student strikes and local takeovers (2026/2027). These set the tone and energy for a general strike (2028) and unprecedented sustained mass disruption. We do this to win concessions from the federal government, win a Green New Deal presidential candidate in 2028, and pass a suite of policies in 2029 and 2030.
Ok.
Second, we’re also going to need resources to support our work. Especially as we lean into more disruptive tactics, we’ll need more of our movement funded by everyday people and not philanthropy, to give us the flexibility in tactics to do what is powerful and necessary.
Finally, we need the public on our side. The more people in relationship with Sunrise, the more people who are sympathetic to our causes, our tactics, our efforts, and our messaging, the more successful we will ultimately be.
So.
In my role at Sunrise, I think a lot about how we build a mass movement across race & class that will build the power necessary to stop the climate crisis and win a Green New Deal.
Which also really means, how do we take the masses of young people who are not organized, who are not thinking about social movements, who don’t think they need a political home, and help them find one in Sunrise?
In my 6-ish years organizing in Sunrise, I’m learning A LOT. This is my own personal assessment, it’s based on reflections and isn’t rooted in any sort of comprehensive study or analysis of movements that have scaled in the millions.
It’s all vibes here.
So. How do we grow our ranks and get young people, en masse, to join the movement?
Conditions & ingredients for building a mass movement
Momentum + absorption
Compelling vision, strategy, plan to win
Rigor & craft in organizing
Culture & relationships
Infiltrate current institutions
Leadership
Offer services that bring general public into movement
Momentum + Absorption: First, you need momentum. Sunrise was founded in 2017 and sprung out of Trump’s first presidency. After sitting in Nancy Pelosi’s office, the movement grew from somewhere under 10 hubs to over 200 in the span of weeks.
Once you have momentum, you need the structures in place to absorb people into your movement or organization. This includes having structures (e.g., Sunrise has hubs/chapters that people can form or join to carry out their organizing) that enable people to continue carrying out meaningful work and do things that build towards the movement's broader goal.
Another element of this includes structures that enable, not inhibit, scale. In Sunrise NYC, we just launched neighborhood teams, and are set up, in the case that 1,000 people wanna join, to absorb them into our structure and give them meaningful organizing to do. Many folks are actually not set up or ready for this level of people knocking down the door of their hub or organization. If we wanna grow our movement into the millions, we need to be ready for millions.
Compelling vision, strategy, and plan to win: This is simple; you need a compelling vision of society that motivates people to get off their asses. You need a strategy, a plan!, that people believe can work to win.
Rigor & craft in organizing: We won’t always be in moments of high momentum. Things ebb and flow in movements and I’ve seen this during my 5-6 years in Sunrise. When there isn’t momentum, your organization must be filled with organizers who hold discipline around rigor and craft. This means having consistent systems of outreach and recruitment (e.g., ongoing canvasses, class raps), holding rigor with 1:1s, making hard asks, and doing follow-ups. And one of the key ways to do this, en masses, is through a robust mass training program.
Culture & relationships: The saying goes that culture eats strategy for breakfast. What does this mean? Shit should be fun. People want to go to places where they can have a good time, where they can learn, and where they can be in community with people they enjoy. Now, movements shouldn’t only be about community and vibes. That’s what social clubs and friends are for. For me, Sunrise is a political organization that seeks to build power to stop the climate crisis through organizing, direct action, etc. And everyone who joins is expected to engage in that work. BUT, the organizing should also be fun. In Sunrise NYC, we organize community care events that include socials, park picnics, hikes, etc. and they do a really good job of bringing people together + deepening relationships across the hub. Relationships are the foundation of organizing and you’ve gotta like the people you organize with.
Infiltrate current institutions: If we wanna organize en masse, we need to meet people where they are organized. This means we should be organizing more heavily in community colleges, high schools, in run clubs (so big in NYC), online gaming communities, celebrity fandoms, community rec centers, sports clubs, etc. Young people are organized! They’re just not using their organization toward political aims.
Leadership: You need leadership, at every layer of the movement. Marshall Ganz defines leadership as “... accepting responsibility for enabling others to achieve shared purpose in the face of uncertainty.”
For movements to scale, we need leaders who are willing to take on the responsibility of carrying out the elements listed above. Of building a strong culture in our movements, of holding people to rigor when organizing, of setting, with members, campaigns, and strategy that feel energizing. Leaders must also develop others (no lone wolf leadership tendencies here in movements, though I’ve fallen victim to these in the past), be accountable/admit when mistakes are made, and finally hold space for reflection and debriefing so we’re constantly learning from our organizing.
Offer services that bring general public into movement: This is one I recently added after reading an article, The Secret of Scale. The essence of the paper is that some of the leading organization with mass membership — think the National Rifle Association (NRA) — have huge membership bases because they offer services and programs that address the needs of their members. These offerings include “access to their local hunting clubs, shooting and safety classes, kid and family programs, gun insurance, free subscriptions to the NRA’s magazines, discounts at thousands of gun, sports, and outfitter shops, and, yes, accidental death and dismemberment insurance.” They use these services as a hook, and then have intentional engagement programs to move their volunteers into deeper and more active engagement within the organization, which feels crucial.
The NRA also brings in $100M in membership dues and $30M from businesses who pay to be a part of their network. Combined, about 2/3 of their revenue come from member dues and earned revenue.
“This is the true secret of scale: offering benefits and services that build deep and lasting relationships with members, and then activating those members for long-term, systemic change goals. This is the key to effective functional organizing.”
What does this mean for movement organizing? We could be offering stronger incentives for people to commit to membership + run programs that turn that interest into engaged organizers/activists. These incentives could include discounts on key places youth shop, high school coaching or tutoring, job application support, etc. What do young people, especially young people not thinking about organizing or joining social movements, need? And how could we offer that as an on ramp into Sunrise? One idea we’ve also talked about in Sunrise is building out a sort of mutual care network, and letting every member know, one you’ve join, you’ve got a couch or guest room in many cities across the U.S., because we have members everywhere.
So.
My brain dump of ways we grow our movements to millions. It’s not complete. But given the mandate ahead and the crises that are piling up, nothing short of mass movement is required.