Think about your organization through this lens: how do we connect?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Test drive new technology, and then tell a story of your cause + tech to the media.
How can you convey your message without words?
Be sure to celebrate your most ardent supports. They are your champions.
When evaluating new technology, consider whether it's a solution in search of a problem.
Good strategy enables you to say no.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Don’t stress the tools; it’s about tactics.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Today's challenge: tell the world about others' good works instead of your own.
Like a family, online communities need nurturing and kindness to thrive.
How does your campaign/movement invite people to participate?
Is grassroots campaigning the right approach for your org? It's okay to say no.
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
Does your organization have swag? Does it move the needle?
Take five minutes to stretch.
What's the most specific action you can ask your membership to take?
Recognize and celebrate a member's action every day.
You make a splash with a thousand pebbles, not one big stone.
Don't leave members out of the decision making process. They're a constituency you serve.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Don't underestimate the power of play. How can you play with your tribe today?
It's the little things.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Treasure curiosity more than certainty.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Funny beats slick every time.
From Hamlet: "Take every man's censure, but reserve thy judgment".
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
If growing your list is your top priority, it's time to review your mission.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Bite the bullet today and examine recent failures. What can you do better next time?
Don't be a douche.
Get it done. Then get it right. Then get it pretty.
Acknowledge that you have competitors. The public's attention is finite.
Investigate what organizations like yours are doing on the other side of the world.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
If you stopped offline marketing today, what could you do with your money?
Content made by your tribe won’t always be “on message”. That’s okay.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
“Pride makes us artificial and humility makes us real.” Thomas Merton
If you don’t know what your conversion rate is, you’ve got homework to do.
When is your tribe online? It may not be when you expect. Test it.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Store answers to commonly-asked questions in public, on your website.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
What's your favourite web meme? Can you repurpose it for your cause?
Think about your organization through this lens: what impact are we making?
Steal great ideas from corporations. They pay a lot of money for them.
Queries from your tribe should be a top priority.
Align your aspirations with your members' aspirations.
Good strategy should clarify your path and help you cut out what you don't need.
Make time to learn something new. The world needs energized and innovative campaigners.
Can you explain it to your grandma in under 30 seconds?
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
"Fear is the mind-killer." Frank Herbert
Think about your organization through this lens: how do we engage, in the true sense of the word?
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
In a crisis, your membership needs to hear from you as soon as possible.
How can you make your competimates actual mates?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
If your movement had a soundtrack, what would it be?
Are you doing all the same things the competition is doing? If so, why?
Hold on tightly, let go lightly.
Trust the destination and savour the journey.
Are your members just 'Liking' things, or do they really like the things you do.
Make simple quarterly video updates for your core supporters.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Say thank-you way more often than you say please.
When all else fails, post a cute cat photo.
Do you have a theory of change?
Maps are illuminating.
When your org say says "we'd really prefer not to exist", do you really mean it?
Afraid of the web? Start a personal blog and become a web citizen.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Generosity is the key ingredient for a successful collaboration.
We often ask for a lot. What can you give back to your community today?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
How do you celebrate your organization's wins?
Are you communicating with members in enough dialects?
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Your website should make a stranger a friend, and a friend a customer.
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Is your movement people 'powered', product 'powered' or puttering along?
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
In this era of social media, don’t underestimate the power of a well-written email.
When was the last time you enabled your tribe to just play?
If you removed the word "movement" from your org's vocabulary, what would replace it?
Movement Marketing in Seven Chapters
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