Explaining Retention in Community-Based Movement Organizations

An individual\u27s initial acceptance of a recruitment pitch from a community-based social movement organization is usually based upon minimal information about the group and its efforts. It is only during the subsequent period of orientation that new members begin to learn more about the organization. During this period, the retention of new members is dependent on the successful alignment of individual and organizational frames. The failure to achieve such an alignment is likely to result in the new member\u27s departure from the organization. This study explores the frame alignment process during early orientation to community-based SMOs. Using nineteen qualitative interviews with three different community organizing efforts in Baltimore, the study suggests that organizational members feel most motivated to continue involvement when they feel that the organization is effective