A Guide to Events and Communication in Grassroots Organizing

By Samuel Rodriguez, Founder of Walls for Justice

Community Paint Day at a local festival!

In times of crisis and transformation, communities often turn to art not just for expression, but for healing, empowerment, and action. During the civil unrest of 2020, Walls for Justice emerged with a paintbrush and a purpose—turning plywood-covered storefronts into murals of hope. What began as a spontaneous act of collective creativity has since evolved into a national movement that harnesses public art to foster community partnerships, civic engagement, and social change.

This article offers a framework for community organizing through events and communication, integrating insights from our practice and grounding them in scholarly research and best practices.

I. Organizing for Impact: The Power of Events

Events are the heartbeat of grassroots organizing. Whether a community paint day, workshop, or cultural market, they offer space for belonging and participation—two essential elements in community development. As Harvard’s Marshall Ganz notes, public action is most effective when it combines storytelling, relationships, and strategic structure (Ganz, 2010). Events provide a container for all three.

Key Strategies:

• Start Early: Begin planning 1–3 months in advance to allow time for outreach, permissions, and partnerships.

• Co-Design with the Community: Don’t assume what the community needs—ask, listen, and build with them. This aligns with asset-based community development (Kretzmann & McKnight, 1993), which centers local knowledge and leadership.

• Tap into Existing Networks: Partner with schools, faith-based groups, and small businesses to extend reach and resources.

• Create a Safe, Welcoming Space: Introduce yourself, hold space for reflection, and establish shared norms that prioritize trust and inclusion II. Paint as Participation: Community Art as a Tool for Belonging
  

  Our community paint days invite people of all ages to co-create murals in public space. These events are not about making perfect art—they are about making people feel visible. Research supports that participatory art boosts social cohesion and emotional resilience (Kay, 2000; Goldbard, 2006). It helps break social isolation, promote dialogue, and build ownership of shared space. Through more than 100 projects across Philadelphia, New Jersey, and the West Coast, we’ve learned that participation builds pride. It also deepens connections across identity lines, helping people see themselves and each other more clearly.
  

  III. Communication: From Promotion to Engagement
  

  In grassroots work, communication is not just about announcing events—it’s about building trust and long-term connection.
  

  Tools We Use:
  

  • Social Media (Instagram for storytelling, Facebook for events, X for quick updates)

  • Design Platforms (like Canva) for accessible, on-brand content

  • Email Sign-Ups and Newsletters to grow a sustained audience

  • QR Codes for quick access to registration, feedback forms, or donation pages
    

  Digital platforms allow organizers to extend their message, gather data, and build communities beyond the physical space. A Pew Research Center study (2021) found that 72% of U.S. adults use social media to connect with causes and civic movements—a vital tool for expanding grassroots reach.

  Our communication principles:
  

  • Be Authentic: Let your personality and mission shine through.

  • Be Strategic: Know your audience and tailor content accordingly.

  • Be Consistent: Frequency builds familiarity and trust

IV. Post-Event Follow Through: Building Relationships, Not Just Attendance

What happens after the event is just as important as the event itself.

Post-Event Best Practices:

• Thank participants and partners via social media or personal emails

• Tag collaborators in recaps to amplify collective impact

• Subscribe new contacts to your newsletter

• Reflect on what worked and what can improve
  

According to the Urban Institute (2017), community partnerships thrive when mutual benefit is followed up with reciprocal communication. Following up creates a sense of continuity and community accountability.

V. From Local Moments to Broader Movements

At Walls for Justice, our mission is simple: use art to create connection. But our strategy is sophisticated: we align public expression, partnership, and communication to build trust and collective power. That is what community organizing demands—not just presence, but participation and purpose.

As we expand our work internationally in 2025 (beginning in Mexico City), we carry these same principles forward: listen first, collaborate with care, and use creativity as a tool for equity.

Whether you’re launching your first mural project or planning a community-based festival, remember this: the most impactful events are not just attended—they are co-owned and shared.

References:

• Ganz, M. (2010). Public narrative, collective action, and power. Harvard Kennedy School.

• Goldbard, A. (2006). New Creative Community: The Art of Cultural Development.

• Kretzmann, J., & McKnight, J. (1993). Building Communities from the Inside Out: A Path Toward Finding and Mobilizing a Community's Assets.

• Pew Research Center. (2021). Social Media and Civic Engagement.

• Urban Institute. (2017). Strengthening Nonprofit Capacity through Partnerships.