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Why have Western donors' efforts to encourage development of Russian nongovernmental organizations (NGOs) varied dramatically in two different NGO sectors, despite similar levels of assistance? I forward a norms-based explanation for varying success in bolstering the Russian women's and soldiers' rights movements. Where foreign assistance is employed to promote norms that are universally embraced, it is highly likely to lead to a successful NGO movement. In contrast, when foreign assistance pursues norms that are specific to other societal contexts, it will fail to develop an NGO movement, regardless of the amount of funding foreign donors devote. NGOs and foreign donors have succeeded by articulating a universal norm against physical harm in the cases of soldiers' rights and domestic violence, but have failed by voicing specifically Western norms of gender equality and feminism in the case of women's …