Why Democrats Work Works

Democrats Work is based on the idea of mobilizing grassroots Democrats to perform community service projects as Democrats. While at first glance this may just seem like a good opportunity for people to serve their communities, it's actually an incredible tool for building the Democratic brand.

We are all familiar with religious-based community service organizations: the Salvation Army, Red Cross, organizations that provide medical care or help the homeless, and countless others. These organizations don't exist solely to help other people, which they do, but also to recruit new followers.

Ever wonder why those on the religious right are so adamant about allowing religious community service organizations to receive government funding? These organizations would be able to use government funds to help people under their own banner. To those being helped, it won't be the government they see as coming to their aid in a time of need, but the church.

Even without overt attempts to convert the people they serve these programs are extremely successful. Part of it is based on the social psychology principle of reciprocation as explained by Dr. Robert Cialdini. Their efforts also build positive associations with their religion.

The principle is also used by terrorist organizations in the Middle East and Africa. According to Dr. Jessica Stern in Terror in the Name of God, religious militant organizations gain influence among the poor by providing for free community services that the government isn't providing. They have learned that community service is a powerful instrument in winning hearts and minds.

Democrats Work gives Democrats the opportunity to build support for their party by serving their communities utilizing the same principle that religious organizations have used for centuries. That's why the "as Democrats" in their mission statement is in bold on their website. By serving under the banner of the Democratic Party we are building positive associations in our communities. When things in Washington may seem broken there are Democrats in the neighborhood improving people's lives. This is a principle that we as Democrats have ignored for too long, and Democrats Work is the kind of organization needed for this purpose.

What are your thoughts on community service's role in brand-building? Share in the comments.