Alabama Forward: Art and Culture to Drive Civic Engagement

Alabama Forward is a state-based nonprofit committed to advancing the movement toward greater freedom and progressive, solution-oriented policy among a diverse coalition of Alabama-based partner organizations so that every Alabamian can engage in the democratic process. A grant from Progressive Multiplier allowed them to further explore the monetization of Shake the Field, a campaign and lifestyle brand targeting Alabamians aged 18-45. 

Shake the Field, which includes a digital community and interactive website, encourages civic involvement by celebrating Alabama’s artistic and cultural communities. With a grant from Progressive Multiplier, Alabama Forward developed merchandise around Shake the Field and launched an online shop to reach a larger audience. To complement these efforts, they improved their online donation form and further developed individual giving efforts, capitalizing on additional traffic to their website. 

To further expand upon the campaign and offer additional points of engagement, they created an album of original music and an accompanying musical festival tour featuring songs exploring civic engagement and advocacy issues. They launched a self-guided regional driving tour to recognize culture across the state, encouraging residents and visitors to explore the state more in-depth. The content of both elements can be shared in various ways, expanding possibilities for fundraising. 

During the grant period, Alabama Forward raised nearly $800 in combined merchandise and album sales, and expects to raise at least $5,000 in sales of self-guided tours, and $50,000 through the Shake the Field individual giving program.

Alabama Forward is a state-based 501(C)(3) civic engagement coordinating table committed to advancing movement towards greater freedom and progressive, solution-oriented policy among a diverse coalition of Alabama-based partner organizations, so that every Alabamian can engage in the democratic process.