理解して／ The growing importance of contributions led to the emergence of sophisticated fundraising efforts using, for instance, direct-mail techniques. Mailing lists of people known to have contributed to previous fundraising campaigns were used to raise additional funds.
Fundraising efforts become more sophisticated as new technologies become available; in recent years, SMOs have begun raising funds via the Internet, using social media, websites, and e-mail to solicit donations. Of course, this emphasis on bringing in money means that SMOs become dependent on the support of constituents with whom the activists have no direct contact; most of an SMO's members act only as contributors, who may never actually encounter other members face to face. This poses a challenge: how to keep people emotionally committed to both the SMO and the larger cause and willing to continue their support when they have few direct connections to the movement. In response, SMOs
maintain websites, send members frequent e-mail messages, and seek to convey a sense that their members constitute an electronic community (Eaton, 2010). Sending messages to current and prospective members turns into yet another occasion when troubling conditions must be reconstructed with compelling rhetoric--in this case, arguments that funds are needed urgently to respond to an important opportunity or, more often, to a looming threat. Both pro-life and pro-choice activists, for instance, raise money by warning that, unless supporters rally to their cause (by donating money to support their SMO's activities), their opponents are likely to win. Alternatively, SMOs may seek funding from other sources, such as foundations, but this support may come at a cost.
理解してください。
Increasingly, then, successful activism requires sophisticated skills--organizing, fundraising, media relations, lobbying, and the like. These skills tend to be portable: individuals who learn skills in one SMO can move on and apply what they've learned at another SMO, or even in another movement. Just as some veterans of the civil rights movement took what they had learned in that campaign and used their new skills to help organize antiwar protests, the women's liberation movement, and the gay liberation movement, people today pursue careers as activists, sometimes working for different causes over the course of their careers. Typically, these individuals do have ideological commitments, so they tend to move among social movements with which they are sympathetic: one individual may work for several liberal SMOs, while another becomes active in various conservative causes.
覚えて／ Resource mobilization is important because it reflects an SMO's ability to promote its claims. Organizations with more members and a bigger budget are better able to afford the services of skilled activists (who may in turn be attracted to working in campaigns
that have plentiful resources and better chances of success). SMOs with money can afford further fundraising efforts, so they have better prospects for garnering future resources. Moreover, SMOs with greater resources find it easier to draw attention to their message: they are better able to gain coverage in the media; and, other things being equal, they are more likely to influence policymakers. Mobilizing resources is not glamorous, but it provides an essential base for would-be activist claimsmakers.
華やかではないが、重要です、と表現した方がわかりやすいですね。