Reimagining #Defund the Police

Fellow: Jesus Valenzuela | Category: Case Studies

Jesus Valenzuela describes himself as “Organizer, strategic, funny.” He joined the United Farm Workers Foundation in 2014, where he witnessed four officer-involved shootings within three months. This experience led to organizing work that brought him to communications and narrative strategy.

The Work

Valenzuela’s driving motivation stems from passion for social justice and community organizing. He illustrates how opposition messaging can undermine extensive organizing efforts through single statements. Rather than pursuing language that feels powerful (like “defund”), he advocates for strategies that gain actual political power.

The shift toward “reinvest” and “reimagine” language proved effective—his campaign secured $1.39 million removed from police budgets within its first year.

SBS Tools Used

Key tools employed include Narrative Media Power Analysis and Points of Intervention. During the ethnic studies backlash, analysis revealed the opposition lacked viable winning pathways. This reframing allowed organizers to reassure school trustees using opposition terminology against them—framing ethnic studies as “pro-American” and supporting “freedom of speech.”

The Points of Intervention tool helped determine strategic locations. Rather than default tactics like freeway shutdowns, organizers identified City Council meetings as optimal intervention points for winning constituency support.

SBS Impact

Previously lacking formal frameworks, Valenzuela now possesses concrete tools and processes. This enables pre-campaign strategy development rather than reactive mid-campaign adjustments, allowing staff review and revision cycles before campaigns intensify.

Community members in Salinas are welcome to attend local organizing meetings to get involved.