Building Power with a New Generation of Social Justice Leaders

Listening

To the client

~~Need to make people aware of our organization and make them want to join us. Also, a website so they have a place to go to learn more about the LC.~~
Need to understand how a new generation of social justice leaders perceive and interact with leadership and power in order to create the catalyst they need during these difficult political times.

To data

Folks want to fight for social justice; they have the right intentions to put up a long overdue fight. They believe in justice for all. Unfortunately, the social justice sector is not financially sustainable in the real world. It’s a rocky path; it’s about who you know. It’s not perceived as a long-term career.

To consumers

Puzzled leaders (Early Career): Roadmaps to build a career in social justice are non-existent, and people can’t afford to live without a fixed salary.

Burnout Leaders (Mid-Career): It isn’t easy to move up to higher positions with more responsibilities because younger activists aren’t prepared to take over, so senior-level folks cannot climb the ladder.

But who are these “change makers“?

Hopeful Community Action-Takers

•Feel that social activism plays a key role in their cultural identity.
•Fear that they will not see certain social issues resolved in their lifetime.
•Desire a sustainable job in the social change sector

Optimistic everyday-changemakers

•Movements have the power to change what the government doesn’t care to change.
•Getting too involved in political/organizations requires too much time and financial insecurity.
•Want to move up the ladder in their current organizations

Interrogating

The questions

-How do you support social causes?
-What’s their diving force?
-What has changed in activism among this generation?

What has changed in activism among this generation? “The best way for people my age to support a cause they care about is by getting directly involved and reflecting on the actions taken. Always ask yourself: is there a better way? By taking these steps people can set good examples and become good role models for current and future generations. To inspire the masses can bring a deep and profound change within how society approaches issues.” – White Non-Hispanic Male, aged 30-34

What’s their driving force?
Among other reasons, some parents of BIPOC children may be driven to ensure a safer and more equitable future for their children.

How’s the brand perceived by them?
“Today’s young activists also avoid singular leaders. ‘We’ve seen what happens to people in the past when they’re the leaders of anything.'”

Decoding

It’s all about “we” society.
Early Career Fellows want to launch a sustainable social change career while positively impacting and moving society forward.

Passing the torch to younger generations. Mid-career fellows need younger folks to be ready to do what it takes to progress the nation so that they (Millennials) can move to higher solidified positions.

Insight: Being and becoming a leader shouldn’t be an exhausting job.
Social leaders need a community built on collective leadership that unifies the voices of underrepresented
communities seeking a common purpose.

Responding

Strategic Message: Leadership is about working collectively to move society forward

Deliverables

Website

A website with simple yet straightforward messaging organized for two different target audiences: Early Career and Movement Leaders Fellowship. This ADA-compliant website contains clear call-to-action buttons for fellowship applications, frequently asked questions, job openings, and newsletter subscriptions.

Monthly Newsletter

A newsletter to give people genuine reasons to join the center by sharing success stories and keeping the spark alive among fellows and alumni. Most importantly, to let everyone know that we are all in this social justice fight together. It features content such as blog excerpts of current sociopolitical topics, information about program launches and events, and team and participants’ spotlight, to name a few.