"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Don't underestimate the power of play. How can you play with your tribe today?
Emotions are the elephant. Intellect is its rider. Act in service of both.
Bite the bullet today and examine recent failures. What can you do better next time?
Be confident. You know more than you think you do about marketing your organization.
Maps are illuminating.
If your movement had a soundtrack, what would it be?
Does your organization have swag? Does it move the needle?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Acknowledge that you have competitors. The public's attention is finite.
Today's challenge: tell the world about others' good works instead of your own.
If you could get every single member of your community to do something today, what would it be?
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
What's one theory within your org that could stand an edit? What can you rethink?
Don’t stress the tools; it’s about tactics.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Be sure to celebrate your most ardent supports. They are your champions.
In a crisis, your membership needs to hear from you as soon as possible.
Think about your org through the lens of storytelling. How well do you tell your org's story?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
If you don’t know what your conversion rate is, you’ve got homework to do.
Do you have a theory of change?
Who's on the other side of your issue? What are they doing really well?
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Fans and likes are nice, but what do you really want your members to do? Measure that.
In this era of social media, don’t underestimate the power of a well-written email.
Afraid of the web? Start a personal blog and become a web citizen.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
“Pride makes us artificial and humility makes us real.” Thomas Merton
Trust the destination and savour the journey.
You make a splash with a thousand pebbles, not one big stone.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
What's a problem your organization can't solve with technology?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Your next report/post/newsletter: can you turn it into an infographic?
Get it done. Then get it right. Then get it pretty.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Do something to shake up your marketing routine today so you don't get too predictable.
Align your aspirations with your members' aspirations.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Is your organization on the frontier or pulling up the wagon, so to speak?
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
If growing your list is your top priority, it's time to review your mission.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Can you explain it to your grandma in under 30 seconds?
Make simple quarterly video updates for your core supporters.
Treasure curiosity more than certainty.
Content made by your tribe won’t always be “on message”. That’s okay.
If you stopped offline marketing today, what could you do with your money?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Your brand guidelines do not matter.
There's actual process behind people discovering their story. What does that process look like?
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
If the zombie apocalypse came, would your NGO still be relevant?
Don't be a douche.
Don't leave members out of the decision making process. They're a constituency you serve.
Make time to learn something new. The world needs energized and innovative campaigners.
How does your campaign/movement invite people to participate?
Test drive new technology, and then tell a story of your cause + tech to the media.
When your org say says "we'd really prefer not to exist", do you really mean it?
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?
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
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?
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
When is your tribe online? It may not be when you expect. Test it.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
It's the little things.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
What's the most specific action you can ask your membership to take?
Take five minutes to stretch.
Acknowledge a member action, even a tiny way, every day.
We often ask for a lot. What can you give back to your community today?
What's your favourite web meme? Can you repurpose it for your cause?
How can you make your competimates actual mates?
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Think about your organization through this lens: how do we connect?
Ask for help when you need it.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
Store answers to commonly-asked questions in public, on your website.
Your website should make a stranger a friend, and a friend a customer.
Hug your web developer today. Even if he smells.
"Fear is the mind-killer." Frank Herbert
Top tip: when high-fiving someone, look at their elbow, not their hand.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
"Every prudent man acts out of knowledge." Proverbs 13:16
Investigate what organizations like yours are doing on the other side of the world.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
When all else fails, post a cute cat photo.
Movement Marketing in Seven Chapters
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