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
Investigate what organizations like yours are doing on the other side of the world.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Can you explain it to your grandma in under 30 seconds?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Newsletter looking tired? Add video.
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Think about your organization through this lens: what impact are we making?
Queries from your tribe should be a top priority.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Make simple quarterly video updates for your core supporters.
Who's on the other side of your issue? What are they doing really well?
Don't underestimate the power of play. How can you play with your tribe today?
Store answers to commonly-asked questions in public, on your website.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Can you point to something and say "We won, that?" What are your org's clear successes?
Today's challenge: tell the world about others' good works instead of your own.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Be confident. You know more than you think you do about marketing your organization.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Generosity is the key ingredient for a successful collaboration.
“Pride makes us artificial and humility makes us real.” Thomas Merton
We often ask for a lot. What can you give back to your community today?
When your org say says "we'd really prefer not to exist", do you really mean it?
Good strategy should clarify your path and help you cut out what you don't need.
If you removed the word "movement" from your org's vocabulary, what would replace it?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
Do you have a theory of change?
How can you convey your message without words?
What's your favourite web meme? Can you repurpose it for your cause?
Funny beats slick every time.
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.
There's actual process behind people discovering their story. What does that process look like?
In this era of social media, don’t underestimate the power of a well-written email.
When all else fails, post a cute cat photo.
When all else fails, update Facebook once a day and Twitter three times a day.
Say thank-you way more often than you say please.
If your movement had a soundtrack, what would it be?
Maps are illuminating.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Hold on tightly, let go lightly.
How does your campaign/movement invite people to participate?
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
How do you celebrate your organization's wins?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Think about your organization through this lens: how do we connect?
Think about your organization through this lens: how do we engage, in the true sense of the word?
Don't leave members out of the decision making process. They're a constituency you serve.
Is grassroots campaigning the right approach for your org? It's okay to say no.
It's the little things.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Is your organization on the frontier or pulling up the wagon, so to speak?
When was the last time you enabled your tribe to just play?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Your brand guidelines do not matter.
Acknowledge that you have competitors. The public's attention is finite.
Hug your web developer today. Even if he smells.
Does your organization have swag? Does it move the needle?
Afraid of the web? Start a personal blog and become a web citizen.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Make time to learn something new. The world needs energized and innovative campaigners.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
When evaluating new technology, consider whether it's a solution in search of a problem.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Are your members just 'Liking' things, or do they really like the things you do.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Align your aspirations with your members' aspirations.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Don’t stress the tools; it’s about tactics.
Test drive new technology, and then tell a story of your cause + tech to the media.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Your website should make a stranger a friend, and a friend a customer.
Steal great ideas from corporations. They pay a lot of money for them.
Are you communicating with members in enough dialects?
Are you doing all the same things the competition is doing? If so, why?
Keep the promises you make to your tribe, online and off.
Acknowledge a member action, even a tiny way, every day.
Think about your org through the lens of storytelling. How well do you tell your org's story?
Like a family, online communities need nurturing and kindness to thrive.
Ask for help when you need it.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Trust the destination and savour the journey.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Take five minutes to stretch.
Is your movement people 'powered', product 'powered' or puttering along?
You make a splash with a thousand pebbles, not one big stone.
"Fear is the mind-killer." Frank Herbert
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
If you could get every single member of your community to do something today, what would it be?
Recognize and celebrate a member's action every day.
What's the most specific action you can ask your membership to take?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Movement Marketing in Seven Chapters
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