Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
When evaluating new technology, consider whether it's a solution in search of a problem.
Test drive new technology, and then tell a story of your cause + tech to the media.
Like a family, online communities need nurturing and kindness to thrive.
Investigate what organizations like yours are doing on the other side of the world.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
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
Think about what a win looks like and walk backwards from there. Map it out.
Your next report/post/newsletter: can you turn it into an infographic?
How do you celebrate your organization's wins?
Be confident. You know more than you think you do about marketing your organization.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Don’t stress the tools; it’s about tactics.
Today's challenge: tell the world about others' good works instead of your own.
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
How can you make your competimates actual mates?
Take five minutes to stretch.
From Hamlet: "Take every man's censure, but reserve thy judgment".
Say thank-you way more often than you say please.
If growing your list is your top priority, it's time to review your mission.
Trust the destination and savour the journey.
Movement building is a marathon, not a sprint.
Think about your org through the lens of storytelling. How well do you tell your org's story?
Don't underestimate the power of play. How can you play with your tribe today?
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Does your organization have swag? Does it move the needle?
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
If you could get every single member of your community to do something today, what would it be?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Your website should make a stranger a friend, and a friend a customer.
When is your tribe online? It may not be when you expect. Test it.
What's a problem your organization can't solve with technology?
Steal great ideas from corporations. They pay a lot of money for them.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Are your members just 'Liking' things, or do they really like the things you do.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
In a crisis, your membership needs to hear from you as soon as possible.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Be sure to celebrate your most ardent supports. They are your champions.
Hug your web developer today. Even if he smells.
Keep the promises you make to your tribe, online and off.
Generosity is the key ingredient for a successful collaboration.
When was the last time you enabled your tribe to just play?
Acknowledge a member action, even a tiny way, every day.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
What's the most specific action you can ask your membership to take?
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
What's your favourite web meme? Can you repurpose it for your cause?
Think about your organization through this lens: how do we connect?
Good strategy enables you to say no.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Is grassroots campaigning the right approach for your org? It's okay to say no.
You make a splash with a thousand pebbles, not one big stone.
Treasure curiosity more than certainty.
Queries from your tribe should be a top priority.
Newsletter looking tired? Add video.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Ask for help when you need it.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Can you explain it to your grandma in under 30 seconds?
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.
Align your aspirations with your members' aspirations.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Afraid of the web? Start a personal blog and become a web citizen.
If you don’t know what your conversion rate is, you’ve got homework to do.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Recognize and celebrate a member's action every day.
Do you have a theory of change?
Make simple quarterly video updates for your core supporters.
“Pride makes us artificial and humility makes us real.” Thomas Merton
Bite the bullet today and examine recent failures. What can you do better next time?
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
We often ask for a lot. What can you give back to your community today?
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Make time to learn something new. The world needs energized and innovative campaigners.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
There's actual process behind people discovering their story. What does that process look like?
If the zombie apocalypse came, would your NGO still be relevant?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Fans and likes are nice, but what do you really want your members to do? Measure that.
Are you doing all the same things the competition is doing? If so, why?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
In this era of social media, don’t underestimate the power of a well-written email.
Think about your organization through this lens: what impact are we making?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Content made by your tribe won’t always be “on message”. That’s okay.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Hold on tightly, let go lightly.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Movement Marketing in Seven Chapters
Want to learn more? Download our free e-book full of tips, tricks and hard-earned wisdom on web marketing for NGOs and companies that care. The book includes case studies of campaigns by Greenpeace, LeadNow, Mountain Equipment Co-op and others!
Get the free e-book
You will be receiving your copy of 'the book' shortly!