Mobilisation is dynamic: Why NRM must change its methods

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OPINION

By Arthur Nuwagaba

For nearly four decades, the National Resistance Movement (NRM) has been at the heart of Uganda’s political journey. Its resilience and organizational strength have enabled it to outlast waves of opposition, transitions in society, and new generations of voters. Yet, even the strongest political institutions risk decline if they fail to adapt. Mobilization -the art of winning hearts, minds, and turnout -is not static. It is dynamic, and today, NRM must reimagine its methods if it is to secure the future.

Uganda of 2026 is not Uganda of 1986, 1996, or even 2016. The country has changed in profound ways. More than 70 percent of Ugandans are now below 30 years old. This generation speaks the language of jobs, technology, and opportunity rather than the liberation struggles of the past. Mobilisation must therefore appeal to their aspirations and ambitions, not nostalgia.

Technology has also transformed political engagement. Social media, mobile money, and digital platforms have replaced radio as the primary mobilisation tools for young voters. At the same time, citizens are increasingly demanding. They no longer rally behind slogans alone but want visible results, accountability, and tangible improvements in their daily lives.

Mobilization strategies that once relied heavily on rallies, songs, and community meetings are no longer sufficient.

They must be complemented with modern, data-driven approaches that speak directly to the realities of today’s voters. Mass rallies still have value in showcasing strength, but they no longer guarantee votes. Today’s voter is more persuaded by tailored outreach that addresses specific local concerns.

In Karamoja, it may be about roads and water. In Busoga, it is the sugarcane markets and prices. In Kampala, it is unemployment and housing. NRM must therefore embrace constituency-by-constituency and even village-level messaging.

The rise of digital platforms has created a new political battleground. A growing number of Ugandans consume information primarily through smartphones.

WhatsApp groups, X (Twitter), TikTok, and Facebook are now spaces where political battles are fought and won. NRM cannot afford to be passive in this space. It must professionalize its digital teams, counter misinformation effectively, and craft youth-friendly narratives that inspire both trust and loyalty.

Equally important is the shift from one-way communication to genuine dialogue. Mobilisation is not only about telling people what the government has achieved; it is also about listening. Village consultations, digital surveys, and structured forums can provide feedback loops that help leaders understand what matters most to voters. Listening transforms mobilization from a lecture into a conversation, and conversation builds trust.

Finally, NRM must move from ad hoc mobilization to systematic organisation. Election cycles often expose weaknesses in agent management, voter follow-up, and resource allocation. With technology, these gaps can be addressed.

A system that monitors the presence and payments of polling agents in real-time, which ensures accountability and efficiency, should be developed. Organised structures, supported by innovation, prevent wastage and guarantee that every polling station is covered.

If NRM relies only on methods of the past, it risks appearing disconnected from the concerns of today’s youth, who form the largest voting bloc. Opposition movements thrive where ruling parties are slow to adapt. For NRM to remain the people’s movement, it must show agility -the ability to change with the times and embrace new approaches.

Mobilization is not a one-time act; it is a living process. The NRM’s historical strength has been its ability to organize. Its future strength will depend on its ability to innovate, to combine traditional structures with modern methods, to listen as much as it speaks, and to place young people at the center of its strategy. If mobilization is dynamic, then the NRM must be dynamic too. The methods must evolve, or the message will lose power.

The writer is the NRM Cadre