The motivation of participants 

Why people participate in a demonstration

It's helpful to keep asking yourself that question. Or even better, to ask the people you want to mobilize why they choose to join a demonstration, or stay home. Answers you’ll often hear include:

• The issue is urgent, evokes strong emotions, and affects many people;
• It’s currently on the political agenda and there seems to be a chance to influence policymakers;
• Others in my social network are also planning to go;
• It was announced in time and scheduled at a moment when people can make themselves available;
• Participating involves no risks or only acceptable ones;
• There are compelling musicians or speakers on stage.

Why people don’t join a demonstration, even if they agree with you: 

• They don’t see protesting as “something people like me do”; 
• They’re afraid of risks, such as confrontation with the police or counter-protesters; 
• They don’t believe it will (currently) make a difference; 
• They don’t know anyone else who’s going; 
• They don’t have the time.

Making a mobilization plan

You want to convince as many people as possible to come to your demonstration. That requires a mobilization plan that responds to the arguments your potential participants might have. And it takes hard work to reach, persuade, and inform those who might consider coming. The more time you have to prepare, the more detailed your plan can be. Sometimes, demonstrations are a response to an immediate crisis, and then you don’t have that time, but you do have the fresh, raw emotion that makes people want to come together and express their anger.

This guide assumes you have a few months to mobilize people.

Start with yourself by asking this question: How many people do I want to show up, and who are they? Because based on that, you can start making some calculations. If I want 10,000 people to attend, from which ten cities will they come? And how many from each city? How many of them are students, churchgoers, union members, or part of other target groups? This calculation will give you insight into how realistic your expectations are, but also what you’ll need to do to get enough people into the streets. Should you perhaps reach out to different groups? Which places do you need to target? Which allies can help you reach those people?

The larger you want your demonstration to be, the more likely it is that the people you want to bring out into the streets are different from you. In other words, they may be less engaged, less activist-minded, and not part of your (sub)culture. That means you’ll need to mobilize them in a different way than you would your core supporters. Keep reminding yourself: you are not the target audience.

1. By setting up local mobilization teams tasked with creating a local mobilization plan based on the number of participants you want from that city. Make them responsible for that outcome and provide them with the support they need to achieve it. Encourage them not to prioritize low-impact mobilization tactics, but to go all in on the methods that get the most people onto the streets. They know their city better than you do they know where to find specific groups of people and, hopefully, who can serve as a gateway to those groups. That means they can create a targeted plan for where it makes sense to distribute flyers, stickers, and posters. Most importantly, they’ll know who to call and ask to mobilize their own social network or organize a mobilization event.

2. By involving allies in the mobilization who can activate their own communities with messages tailored to resonate with their specific audience. With some support, they can also create their own mobilization plans aimed at their base.

Different mobilization methods

Group Travel Events

Are you organizing a national demonstration? Then you’ll need to convince people to travel, often to cities like Amsterdam or The Hague. You can lower that barrier by organizing group travel events. This can be as simple as arranging to meet at a specific train station or parking lot, or as elaborate as organizing buses.

You make it easier for people by letting the demonstration start at a location that’s familiar and close to them where they’re likely to meet others they already know. It also shows that participants are coming from all over the country, not just from the big city.

If you’re asking people to come by car, there are many online platforms that facilitate carpooling. Also think about parking options near the demonstration site.

If you’re encouraging people to come by train, first check for any planned rail works. And if you want the national rail service (NS) to run extra trains, you’ll need to contact them at least six months in advance.

A bonus of group travel events is that they’re a great starting point for building local organizing teams and they can also help attract attention from local media.

Posters, Stickers, and Flyers 

Based on your mobilization plan, you can estimate how many flyers, stickers, and posters you’ll need—and how you’ll distribute them. This might be through local teams, or by letting people order an action package via your website. The latter option does require a budget for shipping, as well as a solid ordering system and distribution center. You want to distribute materials in places where your target audience spends time. Posters and stickers work best in public spaces where people tend to pause and have a moment to read them. Flyers are most effective when handed out directly, rather than just left somewhere. Also consider cafés, community centers, university buildings, or other indoor locations where you can ask to hang a poster. A good mobilization sticker or poster communicates in just a few seconds what the issue is, where people need to be, and directs them to your website or another source for more information. It should have a bold and engaging design that stands out in the street. Posters and stickers, together with social media, are among the most popular mobilization tactics. However, they’re not the most effective ones.

Calling, Approaching, and Door-to-Door Canvassing 

The most effective way to mobilize people is through one-on-one conversations. It yields far more than posters or social media but it also requires much more effort. Sometimes it’s as simple as picking up the phone and calling your allies. But you can also take a more systematic approach. Reaching people at scale by phone requires structure and organization: 

• Provide your local teams with a call script, a short example of how to structure a conversation and what question to ask; 
• Give them access to phone numbers from your organization’s membership list, ask them to use their own contacts, or create a list of local organizations to call; 
• Offer a way to track results: who was called and what their response was;
• Ask your local team to meet up and call together as a phone team. This helps reduce phone anxiety, allows people to learn from each other, and provides mutual support during difficult conversations.

Approaching People 

In the same way, a local team can visit places and events where large groups of your target audience gather, from a cafeteria to a market or a church. Practice beforehand with a short script and a strong opening line, and then go up and talk to people. Make it a real conversation. Bring flyers and a clipboard. The flyer is something to hand out, and the clipboard lets you ask if you can write down their email address to send them the latest updates. 

Door-to-Door Canvassing 

Want to mobilize a specific neighborhood? Go door-to-door. Come up with a good opening line that makes it clear you're not selling anything or asking for donations. Start by asking what people think about the issue you’re campaigning on, and listen. Only then ask if they’d be willing to join. Bring a clipboard to collect email addresses and offer a poster people can hang in their window. The more residents do this, the stronger the message becomes that “everyone in the neighborhood is going.” 

The Questions You Ask 

Whether you're calling, approaching, or knocking on doors, your conversation should include three escalating questions, each one asking a bit more from the person.

1. Start by asking if they’d come to a mobilization event where others will also be attending who might be interested in joining the demonstration. If the answer is no, politely move on to question 2.
2. Ask if they’d like to take a flyer or poster to pass along.

3. Always end with a request to keep them informed, ask if you may have their email address.

The way you phrase your questions can make all the difference in whether someone responds positively. Think it through carefully, but most importantly: test your questions. Try different versions, adjust them, and refine the wording until you find what works best.

Social Media 

Mobilizing has become much easier with the rise of social media. You can reach a large number of people for free. At the same time, it comes with significant drawbacks. You’ll be competing with the constant stream of daily content people see, and you’re at the mercy of algorithms that decide whether or not your message gets shown. It’s worth thinking carefully about who you want to reach and how many people you aim to reach, but especially on which platforms you’re most likely to find them. Social media usage varies greatly by generation, education level, and (sub)culture. And with the declining popularity of X (formerly Twitter) and Facebook, attention is becoming increasingly fragmented. Does your account already have a large reach? Or will you need to grow it through collaboration and strategic use of hashtags? And don’t forget: a lot of people barely use social media at all.

9 Tips for Mobilizing via Social Media

1. Choose your hashtag wisely. Can you tap into a hashtag your base already uses? Is it short and clear? Will it still be usable during and after the demonstration? 
2. Create a social media pack. Make a shareable online folder with sample posts for different platforms, visuals, and short videos that your supporters and allies can easily use. 
3. Reach out to people or organizations with a large and relevant following and ask them to share your call to action at a specific time. The more coordinated the effort, the better the algorithm responds. Keep a spreadsheet of your “influencers.” 
4. Post daily. Social media moves fast—a post from just a few days ago is already buried. 
5. Use visuals. Combine text with illustrations, photos, or video to increase engagement. 
6. Start conversations. Don’t just broadcast—respond to comments and questions. 
7. Invite participation. Encourage people to tag friends they want to bring, share your call to action, or comment with their favorite protest slogan. 
8. Got a budget? Consider boosting your top-performing posts with ad spend. This lets you reach specific target groups more effectively. 
9. Keep collecting email addresses. Always offer opportunities for people to leave their email so you’re not fully dependent on tech companies that can suddenly reduce your reach.

WhatsApp 

You can also mobilize people through WhatsApp, or similar messaging apps like Signal and Telegram. Almost everyone uses them. And almost everyone is part of at least one WhatsApp group, for family, work, sports, or school. That makes it a perfect mobilization tool. Write a compelling message with an engaging visual and emojis that invites people to your demonstration, and asks them to share it in as many WhatsApp groups as possible. Make sure the message is worded in a way that feels safe to share even in a family group chat. That way, you can reach a huge number of people. The next step is to include a link in your message inviting people to join your own broadcast channel on WhatsApp, Signal, or Telegram. Set it up as a one-way channel where only you can post messages and participants can only read them. This lowers the barrier for people to subscribe. Now you’ve created a direct communication line to a large group of supporters—perfect for sharing updates, last-minute logistics, or atmosphere pictures during the demonstration itself.

Email Lists 

If you have an email newsletter or a large membership database, this is still one of the most effective ways to reach a lot of people. If you don’t have one yet, a demonstration is the perfect opportunity to start building it, making your next mobilization much easier. Another option is to partner with allies like major NGOs or trade unions that can reach hundreds of thousands of people via email. Just remember: in people’s inboxes, you’ll be competing with a flood of other emails. So write your message in a way that grabs attention, and doesn’t end up unread in the trash folder.

6 Tips for an Effective Email 

1. Write an attractive subject line that gives readers all the key information you’d put on a sticker: When is it, Where is it, What is it; 
2. Ask people to forward the email;
3. Include a link to your website for more information; 
4. Make it easy to share on social media;
5. Ask if people want to help with mobilizing, for example by ordering an action pack or joining a local mobilization team; 
6. Email people multiple times, but always offer something new. This keeps people engaged and helps you reach those who didn’t open the email the first time.

Mobilizing Through the Media

Journalists tend to report on your demonstration only after it happens. That makes sense, but if you can entice them to cover it beforehand, it will greatly boost your mobilization efforts. You’ll reach even more people and show those who already plan to attend that it’s going to be a big deal. How can you encourage journalists to give you advance attention? 

• Provide updates about notable participants or speakers who will be attending; 
• Build anticipation about the expected turnout; 
• Invite them to a mobilization event, like a banner-making session or another preparation moment; 
• Raise the stakes around your demands, for example, by demanding a commitment from a politician and using your demonstration as an ultimatum; 
• If there is controversy around the city’s permit, use the media to highlight it if that strengthens your negotiating position and mobilization; 
• Organize a warm-up action that can attract media attention.

Getting Participants to Register for a Demonstration

Registering for a Demonstration

Why would someone register for a demonstration? Strictly speaking, it’s not necessary. But as an organizer, it’s very helpful if people do register. It gives you an idea of how many people will attend and provides a way to reach them beforehand with updates about the route, the program, and calls to help with mobilization. Last but not least, it’s a way to stay in contact with all those people for your campaign and future actions or demonstrations. 

How do you encourage people to register?

Make it worthwhile for participants. For example, by promising to send updates on the day itself, or allowing them to add the demonstration directly to their online calendar. Or by promising to send a photo report the next day. Or by offering to email them an online action pack.

Your Mobilization Message 

What is your story and the framing you use to persuade people to join? Usually, your message has two different audiences: the people who will participate, and your opponent whom you want to put under pressure. This creates a tension between a message that on one hand appeals to as many people as possible—often more general and broad—and on the other hand a message that is sharp and concrete enough to provoke a reaction from your target that helps your campaign. Test your message to find out which message and tone of voice work best for your audience.

Who, What, Where, When, Why, and How

An Effective Mobilization Message Tells a Story of Anger, Hope, and Action
In other words, it evokes emotion about what is wrong, shows that there is an alternative, and explains how a demonstration can make a difference and why it matters that you join. Your story loses credibility if you claim this demonstration will solve everything. You also demotivate your audience if you only focus on anger.

It helps if the story is told by people your participants can relate to. And if images and words show the kinds of people who will come. A poster or video showing only students will be less appealing to a construction worker who is also angry about your issue.

The word demonstration itself is a frame. It evokes all kinds of positive and negative images. For some, it’s a picture of solidarity, strength, meeting like-minded people. For others, it triggers images of activists they don’t identify with, riots, and police. If you want to include the latter group as well, it can sometimes help not to use the word demonstration.

Tone of Voice 

What “tone” do you use in your communication? Is it very moderate? Angry? Combative? Businesslike? Make a conscious decision about the tone you adopt, and consider which tone fits your organization and the people you want to bring to the demonstration. The tone of your mobilization call influences how people will come to the demonstration. If you choose a confrontational, aggressive tone, people will show up differently than if you describe it as a family gathering.

Visuals 

Communication is not just about words. A compelling visual is just as important. Involve a designer or illustrator early on and have them create a visual identity that forms the basis for how posters, stickers, the website, banner headlines, and other materials look. If your organization already has a visual identity and logo, it’s smart to use them. This way, you remain recognizable, and people will see your call everywhere.