Thanks for sharing this! Out of curiosity, was there any particular evidence that drove the basic theory of outreach (awareness → engagement → behavior change)? This seems like actually a hotly contested empirical area so I’m curious. Thanks!
It roughly came from the idea of treating movement builidng as a marketing funnel. It is similar to the marketing funnel you’d expect of any other organisation except “buy our junk” is replaced with “behaviour change”.
I did not have specific evidence on community building that this was a particularly good theory of change, although nothing I read when looking for data on this suggested it would not be a good theory of change.
Thanks for sharing this! Out of curiosity, was there any particular evidence that drove the basic theory of outreach (awareness → engagement → behavior change)? This seems like actually a hotly contested empirical area so I’m curious. Thanks!
It roughly came from the idea of treating movement builidng as a marketing funnel. It is similar to the marketing funnel you’d expect of any other organisation except “buy our junk” is replaced with “behaviour change”.
I did not have specific evidence on community building that this was a particularly good theory of change, although nothing I read when looking for data on this suggested it would not be a good theory of change.
What is it that it contested about this?