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How do you turn activists into members and members into activists?

Lots of traditional organisations are facing a huge challenge at how to adapt to the new activism that has been unleashed thanks to the power of the web. They are trying to tap into this new activism but grappling with how to turn their existing members into activists for change.

The new movements which deliver one-off activism, observed by Shirky and Godin, are also struggling; with how to create longevity and lasting impact.If they fail to turn activists into members, they lose influence to the next group of insurgents.