Moms Demand Action
In a world where mass shootings are startlingly normal and progress towards reasonable action feels enragingly slow, one organization and their nearly six million supporters offer a glimmer of hope.
Demanding smarter gun laws for everyone.
Founded in 2012—one day after Sandy Hook—Moms Demand Action has become the largest grassroots movement working to end gun violence in America. They are moms, dads, students, survivors, and everyday Americans who are donating their time, money, and energy to demand smarter gun laws for everyone. Upstatement was honored and thrilled to apply their skills as designers and engineers to this cause.
They built both a website and a set of apps for Moms Demand Action. The website helps new volunteers sign up and get started while the app keeps them engaged over time. In both cases, joining the movement needed to be effortless and taking action needed to feel immediate.
The site makes it easy for volunteers to take urgent actions (like signing a petition) and demonstrates how those actions level up to larger initiatives. Upstatement made key mechanics like donating, event sign-up, and connecting with your local chapter much easier too.
The app is a path to action for new volunteers and seasoned leaders alike. Actions depend on your volunteer level and the priorities for the day. Upstatement also built one-tap RSVP-ing for events, which drastically reduces registration time.
In the end…
The weekend after site’s launch, a gunman killed 22 people in El Paso, Texas. The next day another 9 people were killed in Dayton, Ohio. It was stunning to see the “rapid response” tools needed so immediately. As a direct result of the new system, Moms Demand Action was able to raise almost $150,000 in three days. And the new homepage tooling prompted over 11,000 people to sign an urgent petition. These numbers far outpaced the capabilities of the previous website.