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Social movements are heterogeneous because they attract organizations from other movements and encourage activists to create organizations “indigenous” to the movement. This chapter examines the structural and technical differences between these kinds of organizations. Employing a contingency theory framework, it is shown that older “spill over” groups are much more likely to be multi-issue national organizations with particular organizational structures. Then, it is shown that these older groups have correlated environments and internal structures, but not their more contemporary counterparts. Finally, it is shown that the adoption of a new technology, the Facebook group, is mainly a path dependency outcome, and not correlated with contingency factors.