7. Diffusion and Sharing in the Advocacy Organisation Sector

Traditional civil society organisations and interest groups are often bureaucratically organised and slow to respond to changing political and social dynamics. This chapter examines how in reality these organisations have found it necessary to adapt to the new digital context to stay competitive in fundraising and to maintain prominence on the public agenda. In particular, many organisations have been fundamentally effected by the successful emergence of online campaigning organisations. Diffusion through both direct, relational ties have been important in the advocacy sector, as well as the spread and sharing of narrative-driven approaches to politics and mobilisation. Both the transnational development of a network of online campaigning organisations as well as emerging networks due to a GetUp Effect are examined.