#petermurray

In his excellent article, “The Secret of Scale”, Peter Murray writes: 

“Issue organizations constantly ask, ‘How can we get this member more engaged in our issues?’ whereas functional organizations constantly ask, ‘How can we get more engaged in this member’s daily life?’”

Guided by these questions, issue organizations stay small, and functional organizations (such as the NRA, AARP, and AAA) get big, and find themselves at the center of the key policy fights, not struggling to get noticed from the margins.