Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".

Afraid of the web? Start a personal blog and become a web citizen.

Movement building is a marathon, not a sprint.

Don't be a douche.

Think about your organization through this lens: how do we connect?

When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.

Don’t stress the tools; it’s about tactics.

When all else fails, update Facebook once a day and Twitter three times a day.

Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?

Who's on the other side of your issue? What are they doing really well?

Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.

If it doesn't have a needle--an indicator of progress and success--it doesn't count.

Always have something else for members to do. If they have the energy and eagerness, always help them do more.

Be confident. You know more than you think you do about marketing your organization.

There's actual process behind people discovering their story. What does that process look like?

Do something to shake up your marketing routine today so you don't get too predictable.

Bite the bullet today and examine recent failures. What can you do better next time?

Occasionally your cause will have a moment. How can you turn a moment into a movement?

"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith

Your brand guidelines do not matter.

If growing your list is your top priority, it's time to review your mission.

Top tip: when high-fiving someone, look at their elbow, not their hand.

There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.

For a great campaign idea, turn to what the web loves right now. What does the web love?

Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.

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?

Be sure to celebrate your most ardent supports. They are your champions.

Good strategy enables you to say no.

Don't forget to find the funny. Your constituency should occasionally be delighted by your work.

Generosity is the key ingredient for a successful collaboration.

Is grassroots campaigning the right approach for your org? It's okay to say no.

Queries from your tribe should be a top priority.

Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?

"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare

How do you celebrate your organization's wins?

Does your organization have swag? Does it move the needle?

Funny beats slick every time.

If you removed the word "movement" from your org's vocabulary, what would replace it?

From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".

Think about your org through the lens of storytelling. How well do you tell your org's story?

Is your organization on the frontier or pulling up the wagon, so to speak?

Like a family, online communities need nurturing and kindness to thrive.

Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?

Emotions are the elephant. Intellect is its rider. Act in service of both.

When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.

Maps are illuminating.

Think about your organization through this lens: what impact are we making?

Keep the promises you make to your tribe, online and off.

Acknowledge that you have competitors. The public's attention is finite.

Do you have a theory of change?

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

Can you point to something and say "We won, that?" What are your org's clear successes?

It's the little things.

Ask for help when you need it.

Newsletter looking tired? Add video.

Your next report/post/newsletter: can you turn it into an infographic?

What's the most specific action you can ask your membership to take?

When was the last time you enabled your tribe to just play?

If you could get every single member of your community to do something today, what would it be?

Consider your tone. There's a trend toward informality, but that's not always the right choice.

Content made by your tribe won’t always be “on message”. That’s okay.

Laziness is the enemy of good communications, particularly in your blog and other social media channels.

What's one theory within your org that could stand an edit? What can you rethink?

Today's challenge: tell the world about others' good works instead of your own.

Say thank-you way more often than you say please.

You make a splash with a thousand pebbles, not one big stone.

"Fear is the mind-killer." Frank Herbert

If you don’t know what your conversion rate is, you’ve got homework to do.

Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.

Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?

Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.

Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.

If you stopped offline marketing today, what could you do with your money?

When all else fails, post a cute cat photo.

We often ask for a lot. What can you give back to your community today?

“Pride makes us artificial and humility makes us real.” Thomas Merton

Trust the destination and savour the journey.

"Every prudent man acts out of knowledge." Proverbs 13:16

When was the last time you attended a conference that fed your brain in the company of like-minded people?

If your movement had a soundtrack, what would it be?

Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?

Good strategy should clarify your path and help you cut out what you don't need.

What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?

Think about your organization through this lens: how do we engage, in the true sense of the word?

Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?

Don't leave members out of the decision making process. They're a constituency you serve.

Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.

Are you doing all the same things the competition is doing? If so, why?

Does your organization prefer to only work in panic mode? Find calm in efficiencies.

Align your aspirations with your members' aspirations.

Don't underestimate the power of play. How can you play with your tribe today?

If the zombie apocalypse came, would your NGO still be relevant?

Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?

Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!

Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.

Fans and likes are nice, but what do you really want your members to do? Measure that.

Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.

Hold on tightly, let go lightly.

Investigate what organizations like yours are doing on the other side of the world.

Store answers to commonly-asked questions in public, on your website.