Max Gladwell

StopGlobalWarming.org hits the magic number. How did they do it?

The nonprofit organization StopGlobalWarming.org (SGW) launched well ahead of the curve in terms of taking action on the climate crisis and using social media to build support. Founded by activist and producer Laurie David, the site went live on Earth Day 2004. The mission was to broaden awareness in pursuit of taking meaningful action in Washington D.C. The organization is non-partisan and doesn’t engage in direct lobbying. It is dedicated to awareness and education. But that hasn’t stopped politicians from joining.

John McCain was an early supporter, signing on to the virtual march in September of 2005, and Barack Obama joined shortly thereafter in January of 2006. They are two among more than a million supporters (virtual marchers) of the cause, spanning all 50 states and more than 25 countries.

In terms of starting an online campaign, business, or community, this seems to be the magic number most entrepreneurs ultimately seek. It is a fabled benchmark of success. As a pioneer in this space, there is much to be learned for nonprofits, for-profits, and for-benefit companies alike.

Clearly, SGW benefited from the star power that David and her husband (former husband) could deliver. Celebrity marketing is a powerful force because it attracts attention in droves and provides some measure of credibility. But celebs don’t convert visitors to customers…or, in this case, marchers. The site or product has to offer some value, and that value proposition has to be compelling. With SGW, it’s clear from the main landing page that you can join and “have your voice counted”. This is as easy as signing up for a newsletter. Beyond this simple engagement, the site layout is clean and well organized with a very clear focus: ways to stop global warming.

First, visitors can learn about global warming through a concise breakdown of its origins and the problems we’ll face, from environmental degradation to personal health risks. Next, you’ll find ways to take action. These are tips about daily habits and products that, by and large, cut energy consumption and reduce your carbon footprint. You can also use their carbon calculator to tally up the tons and measure the effects of your actoins. Quick fact: an average car in the United States driven 10,000 miles in one year releases 5.5 tons of carbon dioxide in the atmosphere. The news section, which is updated daily, includes more than 800 headlines directly relating to global warming; it’s an excellent filter for this specific topic. In addition, you can find an aggregation of relevant and often entertaining videos:

On the social web, SGW uses four main channels to spread awareness and recruit for the virtual march. The SGW MySpace has nearly 100,000 friends. It is utilized as a satellite resource to the main site with direct links to join and a number of videos. The SGW Facebook Group has 14,000 members, but there is more interaction and discussion among those members, including a couple skeptics of course. The SGW YouTube channel features a series of original video statements and confessions from celebrities and other influencers about global warming.

Finally, you can sign up for Microsoft’s i’m making a difference, which donates to causes like SGW for every instant message you send via Windows Live Messenger and every email you send with Hotmail. You select the cause to support when you sign up.

SGW also realizes that their message can be spread virally through social networking, so they make coded badges, banners, and image icons available to be pasted onto your MySpace, Facebook, or blog.

If you join us in the virtual march at StopGlobalWarming.org, be sure to mention it in the comments. It’s great company, and two million is just around the corner.

Related Posts

• Happy New Year! A Max Gladwell Retrospective
• Ten (More) Ways to Change the World Through Social Media
• Together: Solve Climate Change the Easy Way
• Twitter is Profitable, Confirms the Value Principle
• 10 Ways to Change the World Through Social Media