How to Organise a Protest March

Editor’s Note: When many people think of political engagement, they think of protests. However, protests are merely one tactic among thousands. Like all tactics, protests can be very effective in contributing to a broader strategy, or they can backfire. Context matters. Protest must play a role in a larger strategic plan if it is to help effect change.

At Deep Green Resistance, we endorse raising political awareness of the destructive nature of civilization and organizing to stop the destruction of our planet. We also believe that aboveground activists need to push for acceptance and normalization of more militant and radical tactics, where appropriate.

This article presents one view on protest, which is not necessarily ours. Nonetheless, this is useful material. For more information on strategy and tactics, we highly recommend reading Chapters 12, 13, and 14 in the book Deep Green Resistance: Strategy to Save the Planet (buy the book or read a free online version here).

By Activist Handbook

Contents

Protest marches are a common and accessible way of getting your voice heard and bringing attention to your cause.

In this guide, you will learn how to organise a protest or demonstration. This article for activists explains step by step how to organise an action to draw attention to your cause. Following are 10 suggested steps to organizing an effective protest and some suggestions for taking it to the next level. There are plenty of opinions about how to host a successful and inclusive protest so feel free to read critically and adapt these ideas freely to suit your goals.

If you are new to protesting, we recommend you to read the following articles first:

This guide originally appeared on the Activist Handbook website, a Wikipedia-style collaborative manual created by activists, for activists. The Activist handbook have combined various resources into their wiki. The formatting of the guide has been slightly tweaked by The Commons such as adding images and quotes.

In short

A successful demonstration – one that accomplishes its goals either immediately or over the long term, and that runs the way organizers envisioned – depends upon clarity of purpose, getting people there, getting the message to those who need to hear it, and leaving a sense of success and support for the issue with your target audience, your constituents, the public, and the media.

If you consider beforehand whether a demonstration is the right vehicle for you to get your point across, plan it carefully, carry it out well, and follow up diligently, then you should be able to stage a successful public demonstration.

If your demonstration is to go smoothly and to accomplish its purpose, you’ll need to organize it carefully. There are really four major bases to cover in putting together a public demonstration:

Planning, planning, planning
Lead time
Communication
Follow-up

Prepare your protest

If there is a single most important piece to organizing a demonstration, it’s planning it completely beforehand. The demonstration must have a coordinator and a group of organizers who work together before, during, and after the event to plan and carry it out. They need to decide what the demonstration will be like, and to anticipate potential problems and plan for them as well.

1. Build a team of organisers

As you begin to organize your protest, the more like-minded friends and community members you have at your side, the better! Reach out and ask if they want to help you organize. If your protest issue does not directly impact you, be sure that you are intentionally building relationships with those in your community who are, centring their voices and experiences, and listening to their guidance. It is best if you can co-create your team and action together. Lastly, seek out local or regional organizations that work on your issue and invite them to organize with you. (You may also learn a thing or two from them!)

2. Define your strategy

In this section, we briefly discuss how to define your strategy. But we also have a full chapter about how to define your strategy.

Answer these questions:

Goals: What do you want to achieve?
Target: Who has the power to make that happen?
Action: What kind of action would make them listen to you (tactic)? When and where should you organise this action to make the most impact?

What is (are) the exact goal(s) of the demonstration? It’s important to decide whether you’re advocating for or supporting a position, protesting something, or planning a specific action. Your purpose will help to determine the tone and shape of the demonstration. If advocacy is your goal, the demonstration might be upbeat, singing the praises of whatever you’re advocating for. If your purpose is protest, or righting a wrong, then its tone will be different. Tone is important, because what you accomplish might depend on how the demonstration is viewed. If your demonstration leans too much toward entertainment and feel-good sentiment, it may not be taken seriously. If it’s frightening, people may not listen to its message.

Ask yourselves what you are trying to achieve through this advocacy lane. Are you trying to build awareness? Do you aim to build a larger coalition to continue work on your issue? Are you trying to be seen and heard by an elected official or influential figure? Be clear with yourself and others about the objectives behind your actions. This will help you develop the best strategy, and later reflect on elements that can be improved.

With your goals in mind, try to imagine the most effective protest to achieve those goals and focus on making that protest happen. Ask yourselves: when and where will you hold the protest and why? What type of protest is required to achieve your goal? The most common modes of protest are marches and rallies. But protests can take many forms: sit-ins, walk-outs, vigils, and more sophisticated efforts like encampments and choreographed or theatrical expressions.

Demonstrations may be meant to serve one or more different goals, depending upon the timing of the demonstration, the issues involved, who’s doing the organizing, and what else has gone before. Setting out your goal clearly is important, because it will often dictate what form the demonstration should take, at whom it should be directed, and other crucial elements. Common goals for demonstrations include…

Advocacy: To urge legislators or the public to look favorably on a bill, adopt a particular idea or policy or service, or pay attention to the needs of a particular group of people (welfare recipients or people with disabilities, for instance).
Support: To express agreement or solidarity with a person or group, with an idea or policy, or with a particular issue. For example, a group of organizations offering different services might hold a community demonstration to support the proposed establishment of more and better services for the homeless in the community.
Protest: To speak against some injustice, event, public figure, potential occurrence, etc. A group might demonstrate against the possible establishment of a hazardous waste treatment plant in their community, or to protest the treatment of community residents by police.
Counter-demonstration: To respond to a demonstration or other public event already scheduled by another, antagonistic organization. A civil rights group might organize a demonstration to balance one by the Ku Klux Klan, for instance; or a group of demonstrators might organize to counter a rally for a politician whose views they disagree with.
Public Relations: To advertise or put in a good light an event, issue, organization, segment of the population, etc.
Action: To actually accomplish a specific substantive purpose, prevent or change a particular event, or to influence the course of events. Such actions might include workers on a picket line blocking replacement workers’ access to a factory, or peace activists chaining themselves to the gates of a military base; it can also include demonstration participants breaking up into constituent groups to visit their legislators.
A combination of any or all of the above.

In reality, most demonstrations serve more than one purpose. Regardless of their other goals, most organizers seek media coverage for the demonstration, for instance, in order to draw attention to their cause. Most demonstrations either advocate for and support, or protest against, something. The difference is in the emphasis, which may have a great effect on the form and timing of the demonstration.

Decide who you’re trying to reach with the demonstration’s message, and who you want to attend. Contact other organizations, coalitions, etc. long before and get them to endorse (and attend) the demonstration. The time, place, and program should be geared to the desired audience.

Legislators or other elected officials: The demonstration should be where they are — City Hall, the State House–on a day when they’re in session. Elected officials pay attention to voters. This is a great situation for members of the target population, especially those from key legislators’ districts, to tell their stories, and for advocates to use their knowledge of statistics to underline the magnitude of the issue and the size of the constituency affected by it.
General public: If you’re aiming your message at the general public, then you might want a very large demonstration, or one that’s particularly unusual or interesting, staged in a public place at a busy time, so that it will attract both onlookers and media attention. It’s even better if there’s a draw, in the form of entertainment and/or celebrities. And the demonstration should be advertised publicly, through flyers and posters in neighborhoods, public service announcements on radio and TV, clubs and churches, etc.
Target population: If you’re trying to publicize an initiative with those you hope will take advantage of it, it should be in their neighborhood, and in their language as well. It might help if children and families are encouraged to come, and if familiar figures from the target group itself are part of the program. Presentations should be aimed at providing practical information and helping people understand the issue and how it relates to them.

Decide where the demonstration will be. Your decision will depend on timing, on how large a space you need (How many people do you expect or hope for?), on whether your demonstration is a reaction to something specific in a specific place, and on who you want to reach with your message. However, there are some important general questions you need to answer in choosing a place. Is it available for the time you need it? Do you need, and can you get, a permit to use it? Will it cost you anything, and can you afford it? Is it accessible to those with disabilities? The answers to these questions will help you determine where to hold the demonstration.

Decide on a specific day, date and time. Sometimes, the day, date, and time are determined for you: a counter-demonstration, for example, will happen at the same time as the demonstration it is meant to counter; a particular vote in the legislature will take place on a particular day. But in general, these elements are determined by three things:

The availability of the people you want to reach (A rally at the State House on Saturday won’t attract many legislators, nor will the ‘solidarity with Working Mothers’ demonstration attract many working mothers if it’s on Tuesday at 2:00 PM… when most of them are working.)
The weather (You might not want to hold an outdoor demonstration in Minnesota in January… or in Florida in July). Do you need a rain or snow date?
Conflicts with other events (You don’t want to compete with the free Rolling Stones concert in Central Park).

Learn more about this in our strategies chapter.

3. Choose an action tactic

In this section, we briefly discuss different tactics you can use. Make sure to also read our chapter with a list of tactics for protests.

Plan your program

What you’re actually going to do at the demonstration also depends upon what you want to accomplish and who your audience is. There needs to be a clear structure for what will happen, and everything in the program should be geared directly to the desired results of the demonstration. Block out the schedule to the minute, and let participants know well beforehand how long they have in the program.

Some possibilities for programs or program elements:

Speeches may convince some people and bore others, although some speakers and speeches (Martin Luther King’s “I Have a Dream” comes immediately to mind) are so powerful that they electrify anyone hearing them. Celebrity speakers may draw people and attention to the demonstration and to your issue. Speeches may be meant to convey information, convert the unconvinced, or simply fire up the crowd and supporters. Members of a target population (people who’ve learned to read as adults, AIDS sufferers, etc.) may be the most eloquent spokespersons for their issue.
Marches or other movement of demonstrators can serve to show the extent of support for your issue, and can dramatize–by the route chosen–where a problem is located, and who should be involved in a solution. They can also help to build group spirit, to expose large numbers of people to the existence of the issue, and to attract media attention.
Entertainment. Music may energize people, address their emotions, and help to develop group spirit. It’s usually geared to the subject of the rally, with songs written for the occasion, for instance. Theater can be used to ridicule ideas being protested, as was done very effectively for years by such groups as the San Francisco Mime Troupe. If the entertainment is particularly good or includes celebrity performers, it’s almost sure to attract media and bystanders.
A symbolic activity, such as each person lighting a candle, group song or chanting of slogans, the display of a picture or document, prayer, etc. can be a powerful way to communicate a message, solidify a group, and gain public attention. It can also be seen as nothing more than an attention-grabbing device. This kind of activity has to make sense for your particular issue and demonstration.
Picketing may be used simply to make a point, or to discourage people from entering or patronizing a particular building or space because of their sympathy with the picketers’ issue. In either case, it requires a high degree of organization, but it creates a vivid picture in people’s minds, and makes a strong point. It can also make your organization seem more militant than it is, or than you want it to be perceived.
Civil actions or civil disobedience can range from legal actions designed to accomplish a specific purpose (large numbers of people witnessing an event that the perpetrators would have preferred to keep quiet, such as the destruction of a neighborhood landmark) to a few people engaging in a symbolic action designed to get them arrested or otherwise challenged (chaining themselves to the gate of a government building, refusing publicly to pay taxes, etc.) to mass actions like civil rights marches or the blocking of troop movements in Tien An Men Square. Demonstrators taking part in civil disobedience must be willing to be arrested and face punishment, and organizers must train them beforehand to respond appropriately to the police and to the whole arrest procedure. Organizers must also be aware of the impact of these actions on how their issue is perceived by the public.

4. Logistics

Work out the logistics. Logistics are the nuts and bolts of any event, the who and how and when of what gets done. Each demonstration presents its own logistical questions, but some important ones are:

Do you need, how will you pay for, who will be in charge of, and where will you get… A sound system that works? Toilets? Medical facilities and personnel in case of emergency? Parking? Trash disposal? Signs or banners? A way of getting speakers or performers to and from the demonstration and the platform?
How do people in general get to and from the demonstration, and in and out of the space?
How do they get home?
Is there a need for crowd control (i.e. a potential for violence, or for horrendous traffic problems), before during, and/or after the demonstration?
Is clean-up needed? Who cleans up, and how?
What are the plans for meeting with the media before, during and after the event?
Are there plans for post-demonstration activities (constituent meetings with legislators, on-site vaccination of young children, registration for literacy classes, etc.)? If so, how will all this be handled?

Try to think of every possible thing that can go wrong that you haven’t already addressed, and figure out what to do about it. Where are you going to get toilets if the ones you ordered aren’t delivered? What if there’s a counter-demonstration? What if only a few people show up? What if the media doesn’t show, or leaves too soon?

Anything you can anticipate and plan for is another crisis you don’t have to worry about: you’ll know what to do.

Be ready and have a contingency plan. If your local police tend toward clearing protests quickly or even violence, you will want to share tips about self-protection against, for example, tear gas or pepper spray. If you are expecting extreme hot or cold weather, provide suggestions for staying safe. During the protest, everyone’s safety should be your number one priority. Ask folks how they’re feeling.

Decide on what specific things you’d like to actually happen — and not happen — at the demonstration. How do people get to the space where the demonstration will be held? How easily can they leave? How do you want them to behave while they’re there? Will there be some sort of action, and will it possibly lead to arrest or other confrontation with the authorities? How will you handle that? A crowd can be kept happy with food and entertainment, or angered by aggressive speechmaking: it’s up to the organizers to think through what they want.

It’s important to confer with the authorities beforehand about use of space, to obtain the proper permits, and to work out with police and other officials how things will be handled, so that there are no misunderstandings. Make sure that those who are likely to attend the demonstration know what to expect and what you expect of them. If people understand that violence is unacceptable, or that it’s important that everyone follow a certain route, they’re more likely to behave accordingly.

5. Determine your timing

So, you’ve decided that you have some good reasons for using a public demonstration as part of your initiative. We’ve already seen that timing is important. Later, we’ll discuss how much time you might need to plan your demonstration: that’s a major concern. But assuming that that’s taken care of, when will a demonstration be most effective? If you can, it makes the most sense to schedule it to coincide with an event or time that will help draw attention to your cause, or that needs to be brought to public attention. Some possibilities include…

Just before or during a major event that the demonstration can influence. A local, state, or national vote on a bill affecting your issue, an election, or a campaign for the establishment of a local service might all provide appropriate times to stage a public demonstration.
The local visit of a political or controversial figure or group. The visitor might be seen as an ally, an antagonist, or as someone who could be influenced by a demonstration. The character of the demonstration itself would of course depend on how you view the person or group.
A demonstration by another group opposed to your cause or point of view. In this circumstance, you might plan your counter-demonstration to begin before the other group’s, thus drawing media attention away from their message and to yours. Scheduling your major speaker or event toward the middle of your demonstration may also serve to hold the media there during the start of the other demonstration.
A national day honoring or commemorating your issue. May 1st, Labor Day in every country but the United States, has traditionally been the occasion for marches of workers and speeches by labor advocates in much of the world. National Literacy Day, in September, often sees upbeat public demonstrations by literacy programs and advocates.
As part of a funding drive for your organization or issue. In the late 1980’s, when public human service budgets were being cut and money was scarce, a county human service coalition kicked off a local fundraising effort with a well-staged piece of street theater about some of the things that were actually being funded instead of human services. The cleverness and timeliness of the performance attracted statewide attention, and enhanced local fundraising efforts.
As part of a publicity campaign for your organization or issue. A group trying to immunize all toddlers in the area might hold a public demonstration emphasizing the importance of immunization, and trying to make the whole process look like non -threatening fun for kids. Such an event could include clowns, facepainting, people in hypodermic costumes, etc., as well as information for parents on where, when, and how to get shots for their children.

6. Legal matters

Learn what local authorities require for public demonstrations in your community. You can often find specific permit requirements and guidelines on your local government’s website or by calling your town hall. Do you need a permit and what are its requirements? Are there restrictions such as amplified sound restrictions or fines for littering? When talking to the authorities, don’t shy from being clear about your needs, for example, to clear a road of traffic or provide a portable toilet.

You be the judge if you should adhere to the terms of the local requirements; violating those terms could invite confrontation, which your invitees may not be interested in or prepared for at all. Make it clear to the authorities, and your supporters, that safety is a priority. Ask the authorities to maintain contact with your group during the protest, and tell them how to do so.

Learn more in our legal rights chapter.

7. Promotion & outreach

Decide on how you’ll get people to come. To some extent, this depends on how much time and money you have to publicize the event, and how many people you want to attract. You have to reach people through methods they’ll pay attention to, in language they’re comfortable with. If possible, it’s best to get the message out many times in different ways, and to reach as many people as possible personally. Methods might include flyers, posters, phone calls, mailings, ads in newspapers and local church and organizational newsletters, public service announcements on local radio and TV, announcements in churches, clubs, and agencies, etc.

Assuming your objective is to have the largest turnout possible, you will reach more people by diversifying your outreach. You may want a versatile graphic to draw people’s eyes to your invitations. Get the word out through every social media channel that will reach your intended audience. (One of the benefits of working with an established group is they can broaden your social media reach.) Put up posters where people can see them like public bulletin boards and lamp posts. Ask shops if you can put posters up in their windows. But nothing beats face-to-face outreach. Time permitting, visiting neighbors and personally inviting them with fliers in hand is a highly effective way of growing a protest.

Invite local television stations, newspapers, radio stations, and bloggers to your protest. Tell them what’s special about your protest and give them the most precise information about the protest you can. Encourage your invitees to post videos and photos to social media and give them a hashtag.

Learn more in our communication chapter.

8. Build community

Every stage of protest planning is an opportunity to build solidarity and community. Keep an intentional lens on inclusion and intersection. Invite a wider circle of friends over for planning meetings. Sign-making parties are a great way to build relationships in advance of your protest.

9. Plan to keep it peaceful

You don’t want your invitees or spoilers to ruin your plans by damaging property or starting fights. Designate peace marshals within your team. A peace marshal’s job is to keep an eye out for anyone who is creating risks for your protests such as provoking police, vandalizing, etc. If tension rises, your peace marshals will step in and deescalate. You may also want to invite your local Lawyers Guild or other independent observers if you are concerned about keeping the peace or the police response.

10. Leave no trace

Leaving a mess is not a good look for your team or your cause. Make sure people know your expectations up front about discarding signs and literature. Set an example by picking up litter from your group. When you see someone littering, point them to the nearest garbage can. You want to learn from your experiences so you do an even better job organizing your next protest. After your team has had some time to reflect (but not too long after your protest) get your organizing team together to discuss how the protest went. Review how you did with each of the ten steps. Document the conversation for the next time you plan a protest. And finally, be proud of what you have accomplished; you organized your first protest.

Protest is, in its own way, storytelling. We use our bodies, our words, our art, and our sounds both to tell the truth about the pain that we endure and to demand the justice that we know is possible. It is meant to build and to force a response. – DeRay Mckesson, Civil rights activist

Time needed to organise protest

If possible, it is best to allow more than enough time in planning a demonstration to handle all the details and pull everything together. Celebrities or public figures of any kind generally are booked far ahead, and unless (or even if) this is their pet project, they’re not going to show up without adequate advance knowledge (at least several months, not several weeks). Sometimes acquiring, or even finding, a space to use can take longer than you’d think possible. Planning how to handle large numbers of people is difficult, and carrying out your planning is even more so (the sound system you need may not be available from the first or second company you talk to; and what do you do when it doesn’t appear on the agreed-upon day?)

It’s vital to build extra time into your planning if you can. More than enough lead time is usually measured in months, and there’s no such thing as too much.

Sometimes, however, a demonstration has to be planned in days, or even hours. The key to planning something successful under any circumstances is to be honest with yourself. What can you really do effectively in the time you have? Don’t overreach, and there’s a good chance you’ll end up with a demonstration that may be modest, but accomplishes your goals. Aim for the moon without adequate time to get there, and you’re likely to miss entirely.

Communication

Also make sure to check out our chapter on communication for more details.

Design an effective general communication system. The most important thing you can do when you begin planning a demonstration is, if you don’t already have one, to set up an efficient and usable communication system. This system should be available not only for demonstrations and emergencies, but for general use as well among people directly involved in and connected to your issue.

Systems like this prove their worth when there is a need to quickly sway the opinion of legislators. One person, emailing or calling a number of organizations, can, in a matter of hours, generate hundreds, or even thousands, of phone calls and letters to government offices. Fifty letters or calls on an issue is generally considered a large number by legislative staffs. If they get hundreds, that’s a groundswell; a thousand or more is a landslide.

The ideal communication system has an individual or small committee as a central coordinator. In the best of all possible worlds, the coordinator would use email, which can reach large numbers of people with a single transmission, for fast and efficient communication. If email isn’t available to everyone in the loop, the next best possibility is a phone tree that the coordinator can activate by calling a small number of reliable individuals who then call a number of others who then call others, until everyone on the list has gotten the message. These systems aren’t perfect, but they greatly increase the chances that you’ll be able to quickly reach everyone you need to. The coordinator should also maintain an up-to-date, computer -based if possible, mailing list from which to do mailings of general interest or importance.

Develop a plan for publicizing the demonstration

The coordinator would be the point person in informing supporters, the desired audience, and the public about the demonstration. Depending upon whom you were trying to reach, the coordinator could make up and assign the distribution of flyers; send out one or more large mailings from the computer list of supporters and relevant organizations; prepare and distribute press releases, news stories, and/or print, radio, and TV ads; post to an email list; activate the phone tree; and facilitate anything else necessary to get the word out. The coordinator doesn’t have to do everything himself; but it’s important that there be one place where the publicity and communication buck stops.

Orchestrate media coverage of the event

Again, one person–probably either the communications coordinator or an organizer of the demonstration–should oversee media coverage. One good way to guarantee accurate coverage before the event is to write your own stories about it, either as press releases, or, if you have a good relationship with media representatives, in some other form.

If you haven’t already done so, you should begin to cultivate a long-term relationship with the media, so that when you need them–as you do now–they’ll respond. Be generous with your time and information when they ask for it, and volunteer information when you can. Position yourself as the “expert” on your particular issue, so that you’re the person they’ll turn to when they want information about it. Try to establish personal relationships with reporters from different media; they’re more likely to be sympathetic to your cause if they know your organization and have some direct contact with the issue.

Make sure that reporters and media outlets know exactly when and where the demonstration will be, and what they’re likely to find there. Make organizers, speakers, celebrities, members of the target population, etc. available for comment before, during, and after the event. Think about photo and TV opportunities: if you want pictures or TV coverage, the demonstration has to provide the visual images. Try to make it as easy as possible for media representatives to do their jobs: find them places from which they can see, hear, film, etc. easily; assign a person (perhaps the same person who has coordinated media coverage) to take care of their needs; introduce them to the appropriate people; help them get around. If you want good coverage, then it’s up to you to make the event as media-friendly as possible.

Ensure good communication before, during, and after the demonstration

It is vital that organizers be able to communicate with one another, with program participants, and with the crowd while the event is forming, going on, and winding down, especially if it’s being held in a large outdoor area. Explaining changes in program, relaying instructions about traffic flow or trash pickup, and contacting individuals in emergencies are only some of the reasons why good communication is essential. Organizers and other key individuals should have cell phones, pagers, or some other means of quick communication with them. It might also make sense, depending on the situation, to appoint a group of “runners,” people who can carry messages and run errands while the event is going on. Good communication could mean the difference between a successful demonstration and a disaster.

Follow up

Immediate follow-up

Your job isn’t done when the demonstration is over.

There’s making sure the demonstration breaks up in an orderly way, that everything’s cleaned up, that people are able to get home. There may be other events scheduled right after the demonstration (visiting legislators, signing up for immunizations, etc.) It might be important to make sure that media representatives get to talk to celebrity participants, members of the target population, and/or demonstration organizers. And there may be organizational or legal issues — paying suppliers or government permit offices, for instance — that have to be taken care of before you can call it a day.

Long-term follow-up

The demonstration itself is only a first step toward something. If you don’t continue the work you’ve started, you might as well not have bothered. First, it’s important to go over the demonstration with organizers and others who were involved, to assess how things went, and to evaluate the event as a whole. Questions that need to be answered include…

Was the demonstration successful (i.e. did it come off the way you intended, and did it accomplish what you wanted it to)?

It’s important to remember that a demonstration is usually only one piece of a larger effort to publicize and/or affect policy on your issue. The law might not change right away; the service might not become available instantly. A successful demonstration may not immediately show obvious results, but it may help to build a foundation for what will happen later.

If it runs smoothly and seems to have strong public support, then your organization might be seen as a force that the powers that be need to deal with. You might find yourself invited to meetings you couldn’t get into before, and asked for advice by policy makers who formerly ignored you. That’s success, too. You may need to wait a while before you can determine exactly how successful your demonstration was.

What went well, and what didn’t? How could you do things better in the future?
Who did their jobs well, or particularly well? (You might want to give them more responsibility next time.)
Was a demonstration the right way to get your point across? Should you have used some other method instead?
Would you do it again, and what would you change?

The next step in long-term follow-up is to build on the success and momentum of the demonstration. There are a number of possible ways to do this:

Follow up with the intended audience of the demonstration (legislators, for example) by continuing to bring up the issue, and referring to the demonstration as evidence of support for it.
Follow up with your own constituents (target population, supporters, etc.), using the energy generated by the demonstration to get them involved in keeping the issue before the public.
Publicize your success. Use your contacts with the media to publicize how big and powerful your demonstration was.
Try to get the media to do a series of stories on the issue. If there are celebrities who are willing, they might also be involved in this effort.
Organize other events to address the issue.
Institutionalize the demonstration. Many cities have walks to raise money for hunger, AIDS, or other causes that started out as demonstrations. Now they happen every year, attract thousands of walkers and tens of thousands of sponsors, raise huge amounts of money, and bring the issue to the public in an unavoidable way.

Other Good Practices

Keep up the Momentum
Your protest is likely to draw many new folks who want to get further involved in the cause. Use the protest to make sure they know what the next action is. Hand out flyers for your next general meeting or for another protest. If you don’t have an immediate next step for them, get your clipboards out and collect email addresses with the promise of further action.
Get Creative
Find a time or location that helps bolster your message. For example, a marijuana decriminalization march could be held at 4:20pm or a rally against police militarization could be held with armored vehicles behind the speakers. Be theatrical if you want; great photos spread faster and help get your message out. Puppets, themed costumes, or other artistic expressions help draw attention. Some organizations, like PETA, are known for their powerful protest theater, soaking themselves in fake animal blood. Even with a small attendance, their protests garner international attention.
Go Deep on Your Strategy
You may be trying to influence a politician or other influential figure. If this figure has not responded to protest in the past, consider another approach. Everyone with power draws that power from someone else (donors, for example). You may want to consider protesting the origin of their power, for example, protesting a politician’s top donor or a university president’s allies on the board of directors.
Don’t Be Afraid of Disruption
While many people equate disruption with violence or beyond the scope of constitutionality, disrupting the daily rhythms of life—especially for corporate or government officials—is precisely what the founding fathers had in mind: colonial-era riots, the burning of effigies, and dumping crates of tea in the bay. Disruption gets people talking about your protest and draws more media attention. Disruptive protest is more likely to lead to arrests. Be sure all of your invitees know what they are signing up for and that you research best practices incivil disobedience and disseminate that information to all participants.
Be Spontaneous
If a protest is not pre-planned or expected by authorities, it can draw urgency to your cause and, as it grows, can give a feeling of momentum. Of course, to draw a crowd and the press to a spontaneous protest, more work will have to be done in a shorter amount of time. An inspirational (and effective) example of spontaneous protests were the large, widespread airport protests after President Trump announced his “muslim ban”. Many municipalities waive permit requirements if a protest forms in response to a recent or ongoing event but it’s worth checking with your local officials so you don’t put your invitees at risk of arrest.

Potential Impact

Reach

Whether or not your protest march will be covered in local/national/international news media depends on the number of people participating and the novelty of the cause that you are advocating. If it is something for which there already have been a lot of protests, you will need to step up your game to make the march interesting enough to cover.

Photograph by Peter Cahill

Since a march is a moving protest, a lot of bystanders may see your action, but it is harder to start one-on-one conversations with them. Take pictures, record videos and livestream during the march, so you can reach additional people via social media.

Engagement

A protest march is a relatively accessible action format, so it is a good way to get people who have never protested before involved. Make sure you have clear follow up actions though, so that participants of the march will take up more active roles within your movement after the march.

People who see your action as bystanders or hear about in in news media might also get involved. Note this is a very small percentage of the total number of people reached. You can improve this by handing out leaflets during the march and making it easy for people to find your website and get involved.

Disruptiveness

A protest march is usually not very disruptive. You are usually only taking up some space for a few hours. And because it is a moving protest, traffic will be able to continue their travels as you move away, though with a large number of participants this may take a while.

You are temporarily taking up a certain physical space, depending on the number of people participating and duration of the march and you are creating disturbance with noise. These are some ways to make it more disruptive: march on a frequent basis, march a longer distance, make more noise (for example, by asking people to bring pots and pans), or engage in cultural disruption (for example, march naked).

Because a protest march is not very disruptive generally speaking, it is unlikely that decision makers will feel forced to respond to your demands based on the disruption alone (though they may feel forced through public pressure as the result of your reach in news media). Being a relatively undisruptive tactic, this also means that the authorities are less likely to try to stop you by means of police force.

Creativity

The tactic of marching to draw attention to a certain cause is very commonly used. Unless you add something special, a protest march is not very creative. This means that news media will be less interested, because it misses the aspect of novelty. These are some ways to use creativity to make a march more interesting: wear special clothing, bring art objects (for example a brightly painted boat or paper mâché skeletons) or have a group of people play theatre.

About the Author

Activist Handbook is a Wikipedia-like site for everyone to exchange knowledge and experiences about activism. It’s written by activists for activists. Visit the website to contribute to their wiki and learn more about other fundraising means and other topics including:

⏳Theory of change: Here we explain what activism is. We argue anyone can be an activist. Even though you might not refer to yourself as an ‘activist’, we believe this handbook can be useful for anyone who would like to achieve societal change.
⚡️ Organising: We believe that change-makers are more successful together. Learn how to set up an inclusive movement, how to make decisions democratically and how to mobilise people and keep them engaged.
💡 Campaign strategy: Social change can be achieved in various ways. Here we showcase different types of strategies depending on local political and social contexts.
📣 Action tactics: Guides on how to: protests, creative actions, digital activism, storytelling and more

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Featured image via Unsplash.

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