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The Plutocrat - Kahlil Gibran

In my wanderings I once saw upon an island a man-headed, iron-hoofed monster who ate of the earth and drank of the sea incessantly. And for a long while I watched him.

Then I approached him and said, “Have you never enough; is your hunger never satisfied and your thirst never quenched?”

And he answered saying, “Yes, I am satisfied, nay, I am weary of eating and drinking; but I am afraid that tomorrow there will be no more earth to eat and no more sea to drink.”

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August 16, 2011
in activism
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creating online grassroots movements

On May 14, 2000, massive numbers of people, fed up with a recent string of school shootings, descended on Washington DC to rally for common sense gun laws. This movement started with practically no funding, no central organization, no TV ads, no direct mail budget, no email database, and no social media websites like Facebook yet in existence. Yet, somehow, in just nine months, the Million Mom March was able mobilize more than 850,000 people to participate nationally — with our help.

How did we do it?

May 14, 2010 was the 10th anniversary of the Million Mom March, an organization advocating sensible gun control laws and one of Abstract Edge’s first clients. Founded in September 1999, the MMM became perhaps the first mass grassroots movement of the Internet era, mobilizing more than 850,000 people to march on Washington on Mother Day 2000 and in smaller, local marches throughout the US.

When the MMM founders first came to us, we had to figure out exactly how we were going to engage and motivate hundreds of thousands of people in only nine months. This was quite a challenge and success was hardly guaranteed. We weren’t simply asking them to write letters or send a check; we were asking them to travel to Washington and spend their Mothers Day at a rally to fight for a cause.

This was no small task. At that point there was no “formal” MMM organization or central office. The entire organization pretty much consisted of just a small handful of New Jersey soccer moms and a vision.

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Notes:

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