Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Afraid of the web? Start a personal blog and become a web citizen.
How do you celebrate your organization's wins?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Good strategy should clarify your path and help you cut out what you don't need.
When all else fails, update Facebook once a day and Twitter three times a day.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Newsletter looking tired? Add video.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
When evaluating new technology, consider whether it's a solution in search of a problem.
Recognize and celebrate a member's action every day.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Make simple quarterly video updates for your core supporters.
Align your aspirations with your members' aspirations.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
If you could get every single member of your community to do something today, what would it be?
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Be sure to celebrate your most ardent supports. They are your champions.
Think about your organization through this lens: how do we engage, in the true sense of the word?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Good strategy enables you to say no.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Do you have a theory of change?
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Funny beats slick every time.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Keep the promises you make to your tribe, online and off.
Your next report/post/newsletter: can you turn it into an infographic?
Acknowledge that you have competitors. The public's attention is finite.
If growing your list is your top priority, it's time to review your mission.
We often ask for a lot. What can you give back to your community today?
What's the most specific action you can ask your membership to take?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
When was the last time you enabled your tribe to just play?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Acknowledge a member action, even a tiny way, every day.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Who's on the other side of your issue? What are they doing really well?
"Every prudent man acts out of knowledge." Proverbs 13:16
Hold on tightly, let go lightly.
Don't leave members out of the decision making process. They're a constituency you serve.
Don't be a douche.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
If you removed the word "movement" from your org's vocabulary, what would replace it?
In a crisis, your membership needs to hear from you as soon as possible.
Think about your organization through this lens: what impact are we making?
There are two kinds of fools: one says, 'This is old, therefore it is good'; the other says, 'This is new, therefore it is better'. - Inge
When is your tribe online? It may not be when you expect. Test it.
Bite the bullet today and examine recent failures. What can you do better next time?
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Can you point to something and say "We won, that?" What are your org's clear successes?
Does your organization have swag? Does it move the needle?
Are you communicating with members in enough dialects?
Be confident. You know more than you think you do about marketing your organization.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
How does your campaign/movement invite people to participate?
Like a family, online communities need nurturing and kindness to thrive.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Think about your org through the lens of storytelling. How well do you tell your org's story?
From Hamlet: "Take every man's censure, but reserve thy judgment".
Maps are illuminating.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Your website should make a stranger a friend, and a friend a customer.
Is your movement people 'powered', product 'powered' or puttering along?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Say thank-you way more often than you say please.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Movement building is a marathon, not a sprint.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Store answers to commonly-asked questions in public, on your website.
Emotions are the elephant. Intellect is its rider. Act in service of both.
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?
When all else fails, post a cute cat photo.
Generosity is the key ingredient for a successful collaboration.
Think about what a win looks like and walk backwards from there. Map it out.
"Fear is the mind-killer." Frank Herbert
Queries from your tribe should be a top priority.
Do something to shake up your marketing routine today so you don't get too predictable.
What's your favourite web meme? Can you repurpose it for your cause?
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
You make a splash with a thousand pebbles, not one big stone.
Take five minutes to stretch.
Don’t stress the tools; it’s about tactics.
What's a problem your organization can't solve with technology?
If you stopped offline marketing today, what could you do with your money?
“Pride makes us artificial and humility makes us real.” Thomas Merton
Investigate what organizations like yours are doing on the other side of the world.
Today's challenge: tell the world about others' good works instead of your own.
How can you convey your message without words?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Movement Marketing in Seven Chapters
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