1. Create structure that allows for individual participation
2. Create structure that allows for peer to peer (p2p) participation
3. Coach and hand-hold people (one-on-one) to guide them to participate
4. At a critical mass of participants, and enough energy around peer to peer participation the campaign takes on a life of it own, self-organizing, and going viral.
As an example lets say the idea is to get people to help the homeless by offering the homeless money in return for helping with chores or tasks.
1. Thats a structure that allows for individual participation.
2. People can then post a tweet about it, or post to a facebook group about it. If someone else retweets or forwards the post that is p2p participation (at a lower level of participation).
The campaign could also ask people to partner up with others, do put together their money for a weeks worth of jobs. When people ask others to help them then there is p2p participation.
p2p participation means that the campaign is being spread by the people themselves, the word does not have to come from you the originator of the campaign.
3. Initially one may have to hand-hold and coax people one-on-one to offer homeless money in exchange for chores/work, and then to post to social media about it. One also may have to coach them into how they can form groups to help the homeless.
4. Its ok to spend a bit of time coaching people a bit of time at first. It may seem like a large investment. But when you get enough involved in the project, the project will start taking off on its own, and you wont have to spend much time at all with people to get them involved
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