[veddox]

This is not explicitly tech-oriented, but I am reading a very interesting book at the moment that seems highly relevant to what you describe:

"How Organizations Develop Activists: Civic Associations and Leadership in the 21st Century", Hahrie Han

The book is a write-up of a sociological study in which the author accompanied various local groups of two large activist organizations in the USA. Her aim was to find out what differentiated high-achieving groups from low achievers, measured by the number of people they were able to mobilize and keep engaged.

Though she is not concerned with technology per se, she does talk quite a bit about its potential in activism, as well as the pitfalls of an overreliance on it.

I haven't finished reading the whole book yet, but it is certainly thought-provoking and if you are trying to get people involved in a civic group of any kind, I strongly recommend it.