The Secret of Scale

Source: Peter Murray, Stanford Social Innovation Review, Fall 2013

How powerful civic organizations like the NRA and AARP build membership, make money, and sway public policy. … What I found is that the largest civic organizations have all scaled up using the same basic approach—a model I call “functional organizing.” All of these organizations provide benefits and services to cater to the everyday needs of their members—such as insurance, childcare, support groups, and discount cards—giving people a practical reason to join and remain active while providing the organization with a steady revenue stream. …