Large-scale change is hard, and I don't have good ideas for how to force it -- I'm just some random internet schmuck, not a clairvoyant genius. At a small scale, delete your FB account and install a tracking blocker. Going slightly larger, help your non-nerd friends to do the same. Network effects work both ways.

If you have time and money left over after that, the EFF isn't the worst place to spend them.