Chadwick

Chadwick raises some interesting ideas in his article about the general hierarchical structure that usually arises in interest groups, which is now being broken down (and in some cases like moveOn already has) and how they are transitioning somewhat more into social movements. The environmental defense fund was a good example of this as well. From trimming down their staff from 300,000 to under a hundred they were able to focus more on specific problems that their "members" were interested in. They also were still able to recruit thousands for their marches and protests simply through calling out to their members on the internet. It seems that there is a lot of success to be had for interest groups if they do slim down their staff and instead focus on reaching out to citizens through the internet. This may be because through the previous hierarchical system people wouldn't be motivated as much to go protest because what was being protested was being decided for them but by having a direct voice into the process and even having some ownership of it seems to greatly increase the motivation for activism.
Additionally by having less staff and slimming down the organization it doesn't take as long to move, or rather get something done because there are less channels that a message has to travel through before it gets to the right person. I think this trend will continue throughout interest groups because of its ability to get people motivated, its financial benefits and because the internet is now successfully being harnessed to bring people together and being used to reach people on a more successful level then previously achieved.