Alabama Forward: Continuing to Monetize their Lifestyle Brand

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. With their first grant from Progressive Multiplier, they invested in monetizing Shake the Field, a campaign and lifestyle brand targeting Alabamians aged 18-45. Now, with the support of a second grant from Progressive Multiplier, they are continuing to create consistent revenue generating projects under the “Shake the Field” umbrella. 

Alabama Forward will promote Shake the Field through the Trap Democracy Festival Tour. This unique event combines a free music festival featuring local artists and small business vendors with community organizations providing information about the importance of making all voices heard through voting and civic engagement.

Alabama Forward is also building an ambassadors program with influencers to promote Shake the Field merchandise sales. They are developing a more complete engagement strategy for the leads generated through Shake the Field efforts, which includes their online store, the albums, the tour, and individual giving.

This strategy will encompass a monthly giving program and increased opportunities to give through event pitches, materials with a QR code in merchandise bags, and solicitations through social media. 

Alabama Forward is expecting to raise $150,000 through this project. 

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.

This project is currently in progress; final results will be shared in a case study at a later date.