Extreme risk

Building communications for community, resilience, and solutions. Not just more individualism. Plus 45 new Future Community Jobs.

Extreme risk

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Do we really need to keep telling people this is all on them?

All of us are living in a time of risk. Climate change increases the risk of poor air quality or even loss of a home, job, or plans due to wildfire, floods, or extreme heat. Our economy and politics are wildly unsettled (to put it kindly). As the risk of job loss rises so does the risk to our health insurance. We're exposed to the risk ranging from pandemics to higher food prices to illness as food safety programs end.

A not so charming facet of American life is that we face risk alone. That's even these largely systemic risks. Insurance is on the individual. We're told to sort out our response to heat, fire and floods on our own. Buy a mask. Buy an air purifier. Deal with home insurance on your own.

Much of the advocacy communications, fundraising, and policy I'm involved with deals with the issues above. It seems reasonable to me to say that our activists, members, supporters, and donors are burdened with a lot of individual risk and related concern for children, parents, jobs, homes and more.

What if our communications is compounding feelings of isolation and individualism at a time when we need to build community and strengthen local networks.

The way we communicate with supporters tends to be very individualistic. Our emails remind people that "You can create change" and this is up to you. We tell them that your donation will do X, your voice matters, we need you to contact your Representative.

This is all true. And we talk like this to inspire action and motivate people to donate.

But perhaps people know better. Perhaps people want - and need - to know others around them who can help with this problem. Perhaps people see that contacting a US Senator right now is not going to help pass a good bill.

Reliable solutions that will help families survive climate disasters and job losses can't be left to individuals who, in the current system, are already burdened with so much risk to their home, health, finances, and future.

What's the alternative? This is especially important for organizations working on national or global policy. Some thoughts:

  • Chances are good you're leaning into state and local advocacy. Show people the good organizations and work happening near them. Introduce organizations and, better yet, show off real partnerships.
  • Identify and work with local news organizations and not just the last remaining legacy newspaper (if there is one). Chances are good there are scrappy startup news organizations covering cities, small towns, suburbs, even neighborhoods.
  • Show people how many other people on your list, in your audience, among your donors are in their state or community. Offer social proof.
  • Explain, show, and talk about systems. Then give them agency to change them where it matters most. Give people hooks into community, local and state systems. National agriculture policy, corporate farming, and the creation of a handful of large grocery companies have far more to do with food prices, access, and public health than individual food choices. But it's still local decision making that controls the development and zoning that puts a grocer in a neighborhood. Help people understand the system while also engaging with others on the ground to create tangible change.
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Future Community Jobs

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