Tech and Data in the Movement
A Snapshot of the Animal Protection Movement in the Digital Era
Executive Summary
Recent advancements in and accessibility of technology, data, and analytical methods have significantly altered the landscape of social movements. This technological era has the unique opportunity to mobilize people and shed light on issues and conditions on a mass and viral scale. The animal protection movement, which aims to prevent, reduce, or eliminate the harms that humans inflict upon non-human animals, can increase its impact by learning how to effectively leverage technology and data. However, very little is known about how those within the movement use tech and data in their work.
To address this gap, we surveyed 114 organizations operating in various regions of the world, and asked about their use of tech and data as well as challenges and needs related to adopting tech and data. Key findings of the study include the following:
Workforce and Resources
Most organizations relied on external tech support, and sufficient staffing and expertise were the most common challenges with using tech. Although increasing funding alone may not necessarily lead to prioritizing tech and data, we consistently found disparities such that organizations with more resources used and prioritized tech and data more than those with fewer resources.
Website and Applications
Most organizations had a website, but there were serious issues, including lack of accessibility to individuals with visual or auditory impairments. Organizations also likely recognized their challenges with building websites, as many reported a strong desire for free web design services. Most organizations did not have a mobile app, but there was some interest in building one in the future.
Social Media and Other Tech Tools Social media was the most commonly used tool, with Facebook and Instagram taking the top spots. Other popular tech tools were those used for internal and external communication, such as email and virtual meeting software. Overall, organizations reported that using tech tools improved their efficiency. Compared to organizations with more resources, those with fewer resources were less reliant on tech, but they nevertheless expressed a desire for volunteer services that offer tech-related support.
Data Collection and Analysis
Most organizations collected data, and they most often analyzed the data to understand what happened and why. However, many organizations, particularly those with fewer resources, were not confident in their data analysis expertise.
Security Measures
A small number of organizations experienced security problems, but these incidents have serious consequences, including loss of accounts and data. Fortunately, most organizations adopted password protection measures, but some organizations were not using any measures to secure passwords.
Key Recommendations
Donors and funders should prioritize supporting organizations with limited resources to alleviate some of the barriers to leveraging tech and data. Funds should also be directed to building tech and data-related skills within the movement to help fill the gap in expertise.
Free tech-related services, including website design and data analysis, should be offered to organizations with limited resources. These services can also focus on improving the accessibility of websites and applications.
Given the increasing use of mobile devices, organizations should strengthen their presence and reach by building mobile-compatible websites and mobile applications.
Organizations should also consider expanding their reach by using different social media platforms, such as TikTok, to engage younger audiences.
Effective and low-cost measures to secure data and accounts should be shared with organizations, so that the movement is well-protected from malicious actors.
