MoveOn is a grassroots organization that forms electronic advocacy groups to influence government action on issues of peace and social justice. Its mission is to engage ordinary people in politics, helping bridge the gap between public opinion and legislative action. With a network of over 600,000 “online activists,” MoveOn enables busy, concerned citizens to find their political voice, focusing on topics like campaign finance, environmental protection, gun safety, and nuclear disarmament.
MoveOn: Empowering Digital Advocacy for Peace and Social Justice
Founded in 1998, MoveOn aimed to increase public pressure on the U.S. Congress for national issues. As an internet-based organization, it operates with a small staff and minimal costs. MoveOn allows its members to shape the group’s agenda by proposing and voting on issue priorities. For example, in 2000, members prioritized campaign finance reform and environmental protection, and later added the estate tax as an issue.
Once MoveOn identifies its members’ priorities, it provides resources through its website and email lists. These tools include phone numbers, fax numbers, and email addresses of Congress members, along with “talking points” and supporting statistics. These resources empower members to effectively communicate with their representatives.
Virtual Marches: A Powerful Tactic
MoveOn’s most successful strategy has been organizing “virtual marches” on Washington. The largest of these campaigns took place on February 26, 2003, opposing a U.S.-led war on Iraq. Co-sponsored by Win Without War, a coalition of 32 national organizations, the campaign mobilized hundreds of thousands of people through word-of-mouth, email, flyers and billboards. Participants found their representatives’ contact details and talking points on the MoveOn website. Those unable to contact representatives directly could register to have MoveOn send a fax on their behalf. On February 26, approximately one million calls and faxes flooded the Capitol, temporarily jamming phone lines.
The Reach of Virtual Activism
MoveOn’s virtual march against the war in Iraq remains the largest of its kind. Other groups, like the National Organization for Women (NOW) and Stand for Children, have used similar tactics for issues such as feminism and child welfare. Although political officials may argue that virtual campaigns lack the impact of in-person protests, virtual activism enables those restricted by age, location, or finances to participate. It also allows individuals to voice their beliefs without fear of retribution.
