ASRA NOMANI: The professional protest machine behind today’s ‘People’s March’

As anti-Trump protesters invaded the steps beneath the Lincoln Memorial on Saturday, the media painted a portrait of well-being. NBC4 Washington declared on social networks: “Grassroots groups are arriving in the capital for the People’s March before the inauguration of President-elect Trump.” The Associated Press reported that anti-Trump “protesters” will “converge” on Washington, DC, for protests led by the Women’s March, a “grassroots movement.”

Washington Post described protests as a “joint effort between civil rights, racial and social justice, and reproductive health organizations,” highlighting the event’s “diverse mix of people.”

While this positive media coverage may have captured the energy of ordinary protesters, they left out a critical detail: the name of the professional, for-profit machine behind the protest.

THOUSANDS OF LEFT-WING PROTESTERS DESCEND ON WASHINGTON TO PROTEST TRUMP’S INAUGURATION

Far from being a spontaneous manifestation of civic action, the event was coordinated by Movement Catalyst LLCa for-profit company based in Silver Spring, Maryland, and the official permit holder for the protests, according to a copy of permitwhich I obtained from the US National Park Service. In the 1990s, when I covered international trade for the Wall Street Journal, I was one of the first journalists to put the term “AstroTurf” in the pages of the newspaper, describing a coalition against tariffs on minivans that the auto industry called “base” but that were actually manufactured. by an industry lobby group. Protest organizing isn’t much different today, and today’s “People’s March” is more AstroTurf than “grassroots.” The march is also planned for Monday, when we can expect more aggressive agitators to appear, as I have already said. reported earlier this week.

A plan, marked “Confidential Document – Not for Distribution” and submitted as part of the permit application, reveals that Movement Catalyst and its team of professional protest organizers coordinated everything from security to trash bin pickups, “portable toilets” and meticulously detailed “show execution”,

The confidential document reveals the extraordinary precision with which this event was constructed, right down to the golf carts, water stations, and even the distribution of refreshments for staff.

Why does this matter? Because the public deserves transparency. When the media presents such events as grassroots events, led by ordinary Americans coming together to voice their concerns, they misrepresent reality. These are highly coordinated and well-funded initiatives driven by professional organizers. The lack of scrutiny obscures the financial, strategic and political interests behind these movements. It is essential to follow the money and understand the actors who use the images of grassroots activism to promote their agendas. The media often views conservative events, such as the March for Life, with skepticism and scrutiny, while viewing progressive causes as “grassroots.” We should have equal transparency of opportunities.

So what is Movement Catalyst LLC? According Washington, DC, government recordsis a limited liability corporation established in February 2021. On its website, Movement Catalysts promotes its for-profit services, writing that it is an “experienced, interdisciplinary team of strategists, organizers, activists and researchers” who launch “strategic projects to meet “right now,” partnering with organizations to “expand their ability to have an impact and anchor the movement’s infrastructure.” Its officials did not respond to a request for comment.

The People’s March is one of those “strategic projects” and the company’s services include “strategy and campaign development” and “protests and creative events.” A look at its financing reveals the scale of its operations. In 2021, Movement Catalyst LLC received $592,050 from the New York-based Sustainable Markets Foundation, a 501(c)(3) nonprofit organization for “web campaign development,” according to its Filing IRS Form 990. Then in 2023, Philadelphia-based Workers United, working to “organize unorganized collective bargaining,” paid Movement Catalyst LLC a total of $319,600, according to its tax filing. The services provided? “CONSULTANT.” This is far from a “grassroots” operation, carried out by a family on a kitchen table.

The confidential document lists four senior Movement Catalyst officials as “protest leaders”:

• Abby Henderson, a partner at Movement Catalyst and the organization’s registered agent, is the “production and supplier leader” for the protest.
• Bill Ragen, partner at Movement Catalyst, is the “production and supplier leader.”
• Liz Butler, another partner at Movement Catalyst, is also a “production and supplier leader.”
• Samantha “Sam” Miller, a Movement Catalyst “contributor,” is in charge of “Overall Coordination.” On the National Park Service application, she is the “person in charge.” Miller was the director of a former professional protest firm, DC Action Lab, which Women’s March and others hired to organize protests during the first Trump administration.

The document also includes a polished map for staff and volunteers, marked “FOR INTERNAL USE – STAFF AND VOLUNTEERS,” detailing traffic flow and staging areas in Franklin Park, McPherson Square and Farragut Square. The “Production Schedule for the People’s March” reveals the granular level of planning: “Portable Toilets,” “Golf Carts,” “Tents,” “Stage,” Tables,” “Chairs,” “Brochures, Pamphlets,” “Signs, banners”, “Megaphones” and movement catalyst for “paid team cleaning.”

“Miscellaneous” items include walkie-talkies, “500 cardboard trash bins,” “5,000 masks,” hand sanitizer, headphones, “snacks for volunteers and staff,” “coffee and catering for staff,” sweatshirts, scarves , t-shirts, “office supplies” and “staff badges.”

Mortel Industries provided restroom trailers, “Metro Golf Car” provided golf carts and Bell Visuals managed the livestream. The permit lists “Site Security” as “Omni Ranger Solutions.” bell imagesa D.C. company behind many of the protest messaging projects in the nation’s capital, is listed among the livestream providers.

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The “PRODUCTION SCHEDULE” and “SHOW/RALLY SCHEDULE” were written with leaders and artists from many deep-pocketed organizations, including Women’s March, Popular Democracy in Action, Standing Up for Racial Justice, Harriet’s Wildest Dreams, and Dream Defenders. Movement Catalyst promised to provide at least 750 “identifiable marshals,” each with “high-visibility vests and volunteer credentials.”

This level of professionalism is not new to modern protests, but rarely are the details revealed so explicitly. The public has a right to know when well-funded organizations use the appearance of grassroots activism to advance their interests. Transparency ensures accountability and allows for a more informed debate about the role of professional activism in shaping public discourse.

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Behind the music, the speeches and the banners hides a highly coordinated operation, far removed from the popular images projected by the media. This is important because democracy thrives on truth, and understanding who pulls the strings is essential for an informed citizenry. Professional organizing is certainly legal, but in these times of misinformation, it is essential to examine who drives movements considered “grassroots,” so that the public is not fooled.

Sunday morning plans, from 4 a.m. to 5 a.m., include one last essential: “loading trash cans and portable toilets.”

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