Organizing Germany’s Largest Demonstration Against Anti-Semitism – A Blueprint for Action

In a time of rising anti-Semitism and hostility, standing up for what is right requires more than just passion—it requires strategic planning, persistence, and, most importantly, a community. Last week, we organized what became Germany's largest demonstration against anti-Semitism. It was an enormous undertaking, but through dedication, belief in the cause, and the support of many, we gathered over 10,000 people in Munich—a turnout the city had never seen before and likely one of the largest in Germany.

Here are the key strategies that made this happen:

1. Assume the Deal

As in sales, the "Assume the Deal" principle was central to our approach. We spoke confidently from the beginning, framing the demonstration as "the biggest anti-Semitism protest." This wasn't just positive thinking; it was a conviction. Our belief spread, convincing organizations and individuals alike to join the cause. My entire summer break was spent sending thousands of emails, but each brought us closer to success.

Ultimately, our demonstration was the largest, with around 10,000 people attending. That was the power of belief, commitment, and the proper framing.

2. Building a Community

For over a year, we gathered every Sunday, walking for the release of the hostages and growing a community of more than 1,000 dedicated people. This community was the foundation of the demonstration. Many helped behind the scenes by putting up posters or as supervisors. These were the people who stood up when it mattered most.

Only some contribute equally, but by identifying those willing to go above and beyond, we built a team crucial to our success.

3. The Domino Effect

Convincing one person led to the next, and our network grew like dominoes. This effect reached the Prime Minister of Bavaria, Markus S?der, who later asked for recommendations and offered support. By leveraging the strength of our community, word spread far and wide, attracting ordinary citizens and high-profile figures.

4. The Power of Words

Every word we used in this project, whether on our website or in press releases, was scrutinized countless times. Dealing with such a sensitive and volatile topic required extra care. We wanted to ensure nothing could be misinterpreted or stir unnecessary conflict. The power of words cannot be underestimated, especially in an age where everything is under the microscope.

5. The Psychology of Numbers

Of course, funding was necessary, but we strategically waited to ask for it. Once we had more than 100 organizational partners on board and high-profile guests like the Prime Minister confirmed, we made our ask. By then, it was clear the demonstration would be a success.

When asking for donations, we used the psychology of numbers. Instead of asking for large sums, I clarified that three-digit donations would suffice. Surprisingly, most of the funding came from something other than the large organizations—from the community we had built. Once we asked them for help, the financial side of things came together quickly.

6. Saying No Without Saying No

Managing expectations was another challenge. Many of those who contributed financially wanted a chance to speak at the demonstration, but we already had a full lineup of VIPs. Saying no without saying no became an art. We explained that if more than 100 organizations were involved, the event would take five days if everyone spoke. This helped us avoid hurt feelings while maintaining control over the event's agenda.

7. Overcoming Challenges with AI

Speaking of challenges, one major one was the sheer volume of communication. With the help of AI, it was possible to manage. I wrote thousands of emails quickly, and tools like AI played a crucial role. For example, I could dictate a request for an organization to join, and in seconds, the email would be written and sent. This saved me countless hours, made managing this enormous project feasible, and gave us a great logo - for free!

8. The Role of Champions

Throughout the journey, we built strong alliances with crucial individuals—our "champions." These people helped us connect with the press, spread the word, and support us. I don't appear in most photos, yet that's perfectly fine because this movement was never about me—it was about the cause.

9. Press and Media

Dealing with the press can take time and effort. I reached out to countless outlets and heard little in return. But we ended up in almost every national and local newspaper on the demonstration day, which wasn't a coincidence. Our champions sent their press releases, and major organizations like FC Bayern publicly supported the demonstration. Once they were on board, the press had to take notice.

10. Final Reflections: People Are the Real Currency

While funding wasn't the driving force, our real currency was people. In many ways, getting 10,000 people to show up is more complicated than getting money. But by believing in what we were doing and building a real community, we managed to pull it off. This is a reflection of everything that is indeed possible: that you have a heart, a laptop, and the will to make a difference. My colleague Jil Meiteles ?? and I didn't have big organizations or endless resources behind us. We were just two individuals with a vision. With the support of over 100 organizations, we made it happen.

Keep the Momentum going: November 3rd, Marienplatz.

We just started! We'll gather again on Sunday, November 3rd, at 3:45 p.m. at Marienplatz to continue the fight against anti-Semitism and stand in solidarity for freedom. I urge everyone reading this to keep the Momentum—join us, get involved, and make a difference.

Business Insight: The Power of People

In business, like in activism, we often focus on money. This experience taught me that people are tactual rue currency. You are building a movement with individuals who believe in your cause, which is more challenging but more rewarding than securing funds. Using the above principles, you can galvanize support, whether working for a reason or growing a company.

We made everything possible because of belief, community, and commitment. Let's keep moving forward together.

Photos by Sorin Morar & Manuel Philippe Wormer