How Companies and Causes Create Viral Change

Derrick Feldmann


Social Movements for Good: How companies and brands can embrace social issues to create impactful change.

By Carol Cone, CEO, the Purpose Collaborative

  • "Social Movements for Good takes the reader along a wonderful journey into “How” to build engaging social movements.  Derrick Feldmann through crisp commentary, shares the roles for people — donors, activists and promoters — to play in authentic movement building.  He also conveys key elements to sustain the movement: lead with the social issue and not the organization; apply empathy as a magnet for engagement, use technology as a tool, not the campaign and activate online and offline. Social Movements for Good is a GPS for those who want a hands on guide to change the world." 

    Carol ConeCEO, Carol Cone ON PURPOSE
  • “Derrick is an inspirational speaker and author. He breaks down social movements in a way that helps leaders from business, nonprofits, government and communities see their role in social change.”

    David B. SmithManaging Director, Presidio Institute
  • "The Millennial maestro adds great value to our understanding of what is takes to create, grow and sustain social movements. In a personal and engaging way Derrick walks through the emotional elements that draw people in and motivate them to take action. He offers  great insights and solid data to support his contentions and the reader comes away knowing a lot more about Millennials and social movements."

    Diana AvivCEO, Feeding America
  • "During his time at Valparaiso University, Derrick engaged not only with students but also with faculty, staff and community members. His presentation connected with each audience in a way that challenged them to think in new ways about their own civic engagement. He was funny, accessible and extremely knowledgeable. His case studies provided specific examples of successful social movements, and he also offered statistics around broader trends in giving and engagement that helped us situate ourselves in a rapidly changing field of study. We had him for one day, but could have easily spent a week on the questions he raised. It was a pleasure hosting him."

    Elizabeth LynnInstitute for Leadership and Service and the Center for Civic Reflection, Valparaiso University
  • "Derrick Feldmann’s  Social Movements for Good is a tremendously valuable resource for leaders who are looking to scale their organizations and causes. Derrick leverages his vast experience and research at Achieve to provide great insight about the possibilities and challenges of social movements. His thoughtful explanations, concrete examples, and sound advice offer important information for novice and experienced leaders of any size organization."

    Eric WeinheimerPresident & CEO, Forefront
  • “A fascinating, practical “How-To” manual for creating, sustaining, and leading a Social Movement. Derrick Feldmann brings his extensive experience to bear in offering insights and guideposts essential to building movements that can truly make a difference in today’s world.”

    General (Ret.) Stanley McChrystal
  • "Throughout our history social movements have helped to break down barriers, challenge the status quo and drive people to action. In his new book, Social Movements for Good, Derrick Feldmann looks back at some of the most pivotal social movements of our time and addresses why some movements succeed at catalyzing change, while others fall short. Filled with insights, best practices and advice from leaders in the field, this book is the definitive playbook for modern day changemakers who want to champion the issues, organizations and causes they care about."

    Jean CaseCEO of the Case Foundation
  • “Derrick has unique insight into the interests and motivations of Millennials related to their volunteering and charitable giving.  His perspective is informed by in-depth research, detailed analysis and his own personal experience and wisdom.”

    Kim LaughtonPresident, Schwab Charitable
  • “There is no other social influencer better positioned to offer a framework for how communities both far and near can unify under one emotion – under one cause — under one movement for good.  Derrick Feldman’s Social Movements for Good is a must read for any change maker — whether you’re an individual or represent a non-profit organization or company – there is something invaluable to be gained.  Get ready to be inspired by a collection of case studies that will reinvigorate how you build your own community of believers committed to something good.”

    Nicole RobinsonSenior Director of Community Involvement, Mondelez International & President of its Foundation
  • "Social Movements for Good is a must-read for anyone interested in how social movements take shape, gain momentum, and catch people’s imagination. From viral social media surprises to movements grown from meticulous, deliberate cultivation, Feldmann uses both his extensive expertise and his rich network to explore, dissect, and explain what motivates people to respond to, participate in, and grow movements aimed at social good. While no book can provide a foolproof recipe for a movement’s success, this book includes all the ingredients."

    Peter DudleySenior Vice President, Wells Fargo Government and Community Relations
  • “As a developer of emerging leaders across the social purpose sector, I view Social Movements for Good as an instructive roadmap for understanding the practices and distinct elements that go into creating and maintaining sustainable social movements.  Mr. Feldmann’s revealing interviews with leaders from the different sectors supports his case for how a durable and resilient social movement can thrive and lift up its followers.  Add the overlay of how the influential millennial generation, a group Mr. Feldmann has studied extensively, supports social movements for good, it becomes quite apparent how these movement are becoming a more integral part of America’s growing for-purpose society. In addition to being a wonderful how-to book, Social Movements for Good provides the reader with inspiring antidotes that underscore the importance of social media and how it has revolutionized the way we organize change across sectors.”

    Richard A.  BrownVice President, Philanthropy, American Express

Create Real Change in the New Social Movement Paradigm

Social Movements for Good is a guidebook for driving change, by taking advantage of the social “currency” that makes movements go viral. Author Derrick Feldmann has spent a career showing organizations how to best reach donors, activists, and employees, and engage a new generation of supporters. In this book, he shares his secrets alongside the stories of today’s most successful social good movements by companies and nonprofits. You’ll learn about the leaders behind these movements, the individuals who responded, and the approaches that made it work. Modern social movements operate within a new paradigm, and this informative guide walks you through how these movements are created, why people get on board, and the strategy and support network that must be in place for it to succeed. Just going viral isn’t enough to make a movement successful—there must be a plan, and the right people with the right skills to follow through with the execution. This book shows you who you need on your side, what they need to do their jobs, and which tools and methods are proving most effective every day.

  • Read the stories of today’s most successful social good movements
  • Understand how modern social movements are created
  • Learn how to truly activate a new generation of activists and supporters
  • Formulate an approach that makes the public respond to your issue

Effective social movements don’t arise by accident. People don’t spontaneously come together and effect real change. If you want your movement to succeed, you need a solid strategy and the tools to follow through. Social Movements for Good is your roadmap to viral success and the advancement of your cause.