Free software provides many excellent advantages for its users, but many people remain unaware or misinformed about its potential. Free software activists can repurpose strategies used in more traditional community organizing to build our movement. This talk addresses some of the larger issues of perception and messaging and then drills down into very specific tactics for growing your free software group or project, with particular emphasis on how to diversify the type of participants you attract, build leaders and inspire loyal contributors. This talk is for project leads, user group organizers and anyone else who considers themselves a free software activist.