(Linkages between social and organisational change cont. 1)

The Basis for a Successful Social Change

For social change to be effective, it needs to be more than data-driven; it needs to have the early emotional buy-in by large numbers of local people who want it to happen and will be impacted by it.

There is a need for decentralised decision-making as locals have a better understanding of what is happening in their community than the experts, elites, etc situated elsewhere. These locals have a better understanding of the parochial politics, attitudes, cultural issues, etc of the communities they live in than outsiders. Locals can act quicker to changing local circumstances, opportunities, etc than outsiders. They have a better understanding of how to get the local community's support, establish functioning processes, maintain control, etc.

Social movements have a better understanding of how a small commitment, like signing a petition, can often lead to a greater commitment, like making a donation or volunteering your time.

Also, social movements are adept at emotional messaging, ie speaking to the heart. Leaders of organisations benefit from speaking from the heart, ie leveraging emotions, rather than just the head, ie rational and logical.