MOVEON’S FIELD GOAL: 5 MILLION LEADERS

Our Purpose: Building Progressive Leaders

• To win progressive change in America, we need progressive leadership on an

unprecedented scale. MoveOn has five million members. How could we have
an organization of five million leaders?
• Our goal as MoveOn’s field network is to develop leaders by combining the
power of technology with the fundamentals of powerful organizing and
leadership development.
• That means building stronger MoveOn Councils with more leaders—Regional
Coordinators, Council Coordinators, and Council Core members-- and
developing new kinds of MoveOn leaders for new networks and teams of
leaders in the field.

Our core mission over the next three years is twofold:

1. Develop ten times as many leaders within our membership, and invent new
forms of leadership development that are effective at scale.

2. Run powerful campaigns with strong councils that work at both the national
and local level.

Our Field Goals:

• By 2012, we will increase our leadership by an order of magnitude to 15,000

MoveOn leaders— developing ten times as many leaders as we currently have.

• In 2010, we will build 2500 core leaders, 100 Regional Coordinators, and 20 ‘level 5’
Councils, and 1000 new MoveOn Action Corps leaders.

What's a leader? A leader:

• Brings more people into organizing: a leader builds new leaders and mobilizes
more members ---> leadership is viral.
• Takes on a role, not just a task to complete or an event to attend.
• Makes a commitment to a certain amount of time/ campaign/ role / team.
• Develops their organizing skills through training and practice.
 2012 Field Goals
2012 goal: Increase leadership in MoveOn Field tenfold

15,000 leaders:

• Council: 10,000 Council leaders (Regional Coordinators, Council Coordinators,

and Core members)
• MoveOn Action Corps: 5,000 field leaders active in Action Corps field
leadership

200 strong MoveOn Councils:

• 100 Level 5 councils

• 75 Level 3-4 councils

• 25 Level 2 councils

2010 Field Goals

2010 goal: Triple the number of leaders active in MoveOn Field

2010 MoveOn Council Network Goals:

• 2500 core members: Develop new and scalable methods of leadership

development to double the number of core council members in 2010

• 100 Regional Coordinators: Double the size of the national Regional

Coordinator team

• 20 ‘level 5’ councils: 20 councils that are organizing a locally-driven strategy as

part of MoveOn national campaigns

150 strong MoveOn Councils:

• 20 Level 5 councils
• 60 Level 3/4
• 70 Level 2

MoveOn Action Corps Goals:

• Develop 1000 leaders in new projects and initiatives through online scalable
leadership development
 • Test and experiment with several new forms of scalable field organizing

2010 PRIORITY INITIATIVES

Council initiatives

1. Core development: Take leadership development to scale; develop new methods for
members to effectively recruit and retain core council members effectively
• Scaled organizing for retention and core leadership development: unlocking the
ability of Council Coordinators and core members to train and organize other core
members
• Develop online organizing tactics to recruit people directly, e.g. asking online
action-takers to join councils, emailing council members to join the core
• Develop new technology to support scaled leadership development

2. Scalable National leader development

• Develop capacity to build and maintain a national leader team, including Regional
Coordinators and other national team leaders, at scale with new methods and
technology
• Develop new national team leader roles to run member teams on new projects and
initiatives
• Develop the Lead Regional Coordinator team

3. Council campaigning:
• Run localized strategies on national campaigns: build “level 6” councils and run a
national field strategy that combines longer-term tactics with rapid response
mobilization
• Unlock more creative and successful local council campaigning: develop
campaign toolkits, more advanced and flexible email technologies and
approaches, special tactical training and development for ‘level 6’ councils.
• Experiment and innovate more difficult and sophisticated tactics with measurable
impact on targets.

4. Major investment in training:

• Significant expansion of our training program, seeing it as a key engine of
leadership development, for both core and national team leaders.
• In-person training: run a few national trainings a year, hold a wave of state and
regional Camp MoveOns, and regular local trainings.
• Develop improved capacity with better online, video, and phone training modules.
MoveOn Action Corps Initiatives

1. Online-to-Offline Campaign Mobilization

• Organize field networks around multiple short-term online campaigns and

develop scaled mechanisms for volunteer recruitment, training, leadership
development, and accountability.

2. Mobilization coordinators

• Build and sustain a network of volunteers who commit to regularly host events
who aren’t building councils.

3. New national teams

• Develop and grow the capacity of volunteer teams that provide support for our
online and offline organizing, including Research Corps, Support Corps, Phone
Corps and other specialized teams for people with specific skill-sets (eg. video
production team or design team).

• Build new national teams like a training team and a media team that will overlap
and support council organizing.

• Organize new networks of national constituency teams (i.e. small business

owners, medical professionals, people who've lost their homes) who have unique
skills and critical roles to play in upcoming campaigns.

4. Social Organizing & Community Building

• Make a significant investment in community building by creating space for

MoveOn members to plan and participate community service events, social
events, and other local community building efforts.

• Provide ongoing low-lift opportunities for MoveOn members to plug in to

existing social organizing (eg. using content from progressive book/movie club,
drinking liberally, or even literally joining those networks and occasionally
inviting other MoveOn members) and organize several MoveOn-led national
social events.