Laziness is the enemy of good communications, particularly in your blog and other social media channels.
“Pride makes us artificial and humility makes us real.” Thomas Merton
Generosity is the key ingredient for a successful collaboration.
Are your members just 'Liking' things, or do they really like the things you do.
Acknowledge a member action, even a tiny way, every day.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Good strategy enables you to say no.
Take five minutes to stretch.
Newsletter looking tired? Add video.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Make simple quarterly video updates for your core supporters.
"Every prudent man acts out of knowledge." Proverbs 13:16
When is your tribe online? It may not be when you expect. Test it.
Your website should make a stranger a friend, and a friend a customer.
Does your organization have swag? Does it move the needle?
Align your aspirations with your members' aspirations.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Is your organization on the frontier or pulling up the wagon, so to speak?
Think about your organization through this lens: how do we connect?
Is grassroots campaigning the right approach for your org? It's okay to say no.
Treasure curiosity more than certainty.
Do something to shake up your marketing routine today so you don't get too predictable.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Is your movement people 'powered', product 'powered' or puttering along?
Good strategy should clarify your path and help you cut out what you don't need.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Think about what a win looks like and walk backwards from there. Map it out.
Say thank-you way more often than you say please.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Hold on tightly, let go lightly.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Don't leave members out of the decision making process. They're a constituency you serve.
There's actual process behind people discovering their story. What does that process look like?
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Steal great ideas from corporations. They pay a lot of money for them.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Don't be a douche.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
If the zombie apocalypse came, would your NGO still be relevant?
Hug your web developer today. Even if he smells.
From Hamlet: "Take every man's censure, but reserve thy judgment".
Store answers to commonly-asked questions in public, on your website.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Can you explain it to your grandma in under 30 seconds?
Make time to learn something new. The world needs energized and innovative campaigners.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
We've got megaphones and we've got headphones. Are both in balance at your org or does one have the volume turned way up?
If growing your list is your top priority, it's time to review your mission.
Keep the promises you make to your tribe, online and off.
It's the little things.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Are you communicating with members in enough dialects?
Investigate what organizations like yours are doing on the other side of the world.
When your org say says "we'd really prefer not to exist", do you really mean it?
You make a splash with a thousand pebbles, not one big stone.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
When all else fails, post a cute cat photo.
Be sure to celebrate your most ardent supports. They are your champions.
Are you doing all the same things the competition is doing? If so, why?
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Be confident. You know more than you think you do about marketing your organization.
In this era of social media, don’t underestimate the power of a well-written email.
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Recognize and celebrate a member's action every day.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
When all else fails, update Facebook once a day and Twitter three times a day.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Don't underestimate the power of play. How can you play with your tribe today?
Your brand guidelines do not matter.
"Fear is the mind-killer." Frank Herbert
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
If you removed the word "movement" from your org's vocabulary, what would replace it?
What's your favourite web meme? Can you repurpose it for your cause?
Test drive new technology, and then tell a story of your cause + tech to the media.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
What's the most specific action you can ask your membership to take?
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Can you point to something and say "We won, that?" What are your org's clear successes?
Funny beats slick every time.
Think about your org through the lens of storytelling. How well do you tell your org's story?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Maps are illuminating.
When evaluating new technology, consider whether it's a solution in search of a problem.
Movement Marketing in Seven Chapters
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