Social motivation is the motivation to act as a group. When we design social movements we should think about what motivates members to contribute.
All movements start with a lack in some needs.
Motivation can grow to some extent by creating FFFF feelings of goods and bad when we are the good ones. This approach will result in conflicts in the lifespan of the movement. People who think with FFFF cannot go for subtle decision-making.
I better way is to create a highly moral way of conducting operations.