Report: Beyond the First Click

How today’s volunteers build power for movements and NGOs


Beyond the First Click explores how 35 organizations build people power through innovative volunteer engagement. We sought answers to this important question:

If movements and organizations invest in and cultivate supporters who are doing substantial and meaningful work, then does their reach, impact and odds of success increase?

We looked under the hood of orgs that are doing a great job of engaging their top-tier supporters and volunteer leaders. That is, those supporters and volunteers who are empowered to make decisions and act on behalf of the organisation.

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Six key insights about deeper volunteer engagement

The report is comprised of six chapters, each exploring an insight we uncovered in our research:

  1. Level up volunteer leaders with one-on-one coaching.
  2. Volunteers at their best: Personal achievement matters.
  3. Blend mobilizing and organizing for scale.
  4. Match big asks with remarkable experiences.
  5. Technology investments can bias mobilizing over organizing.
  6. Collective identity leads to collective action.

Authored by Capulet’s Julie Szabo and Darren Barefoot, this report is based on in-depth interviews with leading practitioners and a literature review.

Some of the organizations that participated in this report include:

Beyond the First Click is a project of Capulet, and the Mobilisation Lab at Greenpeace.


Photos courtesy of Mount Rainier National Park and Haiyya.