July 30, 2012
Farm Sanctuary’s Compassionate Communities Campaign Manager Nick Cooney was recently asked to share his “top three pieces of advice for aspiring and fellow activists to help them become more effective” in 400 words. The following is his advice, which will appear in the forthcoming book Strategic Compassion by Ben Davidow.
1. Think like a businessperson
It is wonderful to care about animals. And, if we do care, we certainly want to be maximally effective with our advocacy efforts. That means we should focus on the activities that help as many animals as possible. So, we need to think like businesspeople. Companies have a financial bottom line, and every decision they make is based on whether it’s good or bad for that bottom line. We need to be just as calculating in our work. We need to look at the different advocacy programs out there and decide which of them will allow us to help the greatest number of animals possible and reduce the greatest amount of suffering possible.
2. Ask, “How many animals did I help?”
An easy way to see how effective we’ve been is to ask ourselves (perhaps each month), “How many animals did I help this month?” You might not know an exact number, but you can get a decent sense. If you’ve passed out a couple hundred leaflets to college students you’ve probably gotten one person to go veg and spared 30 animals a year a life of misery. If you’ve shown a video on animal cruelty to 100 people, probably one has gone veg and you’ve also spared 30 animals. These are complete ballpark estimates, but it’s clear that the end result of either of these activities (or similar veg advocacy work) is dramatically higher than many other forms of animal activism. The next important question to ask yourself is, “How can I help a greater number of animals next month?”
3. Be more like your audience
People are more likely to listen to you, and be persuaded by you to care about farm animals, if you look, talk, act, and interact like them. No matter how you may be in your regular life, the more you can look and act like your audience when doing veg advocacy the more effective you will be and the more animals you will spare. Consider it like wearing a uniform to work: uncomfortable, but important to success. And it is doubly important for us because lives are on the line.
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