Strategic relationship management and civic information in an activist organization


  • Wiebke Reile University of Hawai’i at Mānoa



This study examines the organizational practices of CODEPINK: Women for Peace, a social activist organization, between January 1 and October 1, 2018 to understand the organization’s strategic data-driven practices during activist campaigns. The results provide important insights into the mechanisms a digital-grassroots organization takes to spread civic information to users for political participation. In a series of semi-structured interviews, analyzed with content-analysis, respondents indicated organizational practices that included the use of a non-partisan political customer relationship management (CRM) platform, social matching, and interest-based targeted emailing. CODEPINK uses these tools to help facilitate support for fundraising, direct marketing, and organizing campaigns. Understanding how social movement organizations use media innovations to support their action repertoires provides a better framework for understanding modern-day activist practices.