Democratizing advocacy?: How digital tools shape international non-governmental activism

Abstract

Legacy advocacy organizations face growing competition from digitally native organizations. Interviews with leaders and staff of both types of organizations reveal that legacy NGOs with professionalized and staff-led advocacy strategies are less comfortable than digital natives to cede substantial control over campaigns to their supporters. At the same time, legacy NGOs and digital natives acknowledge similar challenges with regard to enhancing the civic agency of their supporters. Digital natives are more open to online feedback and supporter-led actions, while both types of organizations report similar challenges in utilizing digital tools for sustained and long-term organizing.

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