When is your tribe online? It may not be when you expect. Test it.
There's actual process behind people discovering their story. What does that process look like?
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Acknowledge that you have competitors. The public's attention is finite.
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
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Think about your organization through this lens: how do we connect?
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
If growing your list is your top priority, it's time to review your mission.
Who's on the other side of your issue? What are they doing really well?
How does your campaign/movement invite people to participate?
Maps are illuminating.
Newsletter looking tired? Add video.
How can you convey your message without words?
Think about your organization through this lens: how do we engage, in the true sense of the word?
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
When was the last time you enabled your tribe to just play?
Don’t stress the tools; it’s about tactics.
How can you make your competimates actual mates?
Your next report/post/newsletter: can you turn it into an infographic?
“Pride makes us artificial and humility makes us real.” Thomas Merton
In this era of social media, don’t underestimate the power of a well-written email.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Be sure to celebrate your most ardent supports. They are your champions.
Think about what a win looks like and walk backwards from there. Map it out.
Are you doing all the same things the competition is doing? If so, why?
Investigate what organizations like yours are doing on the other side of the world.
If you could get every single member of your community to do something today, what would it be?
Be confident. You know more than you think you do about marketing 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?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Fans and likes are nice, but what do you really want your members to do? Measure that.
Don't be a douche.
Bite the bullet today and examine recent failures. What can you do better next time?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Do something to shake up your marketing routine today so you don't get too predictable.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Good strategy enables you to say no.
Is your organization on the frontier or pulling up the wagon, so to speak?
If the zombie apocalypse came, would your NGO still be relevant?
When evaluating new technology, consider whether it's a solution in search of a problem.
Good strategy should clarify your path and help you cut out what you don't need.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Like a family, online communities need nurturing and kindness to thrive.
Content made by your tribe won’t always be “on message”. That’s okay.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
You make a splash with a thousand pebbles, not one big stone.
Get it done. Then get it right. Then get it pretty.
Make time to learn something new. The world needs energized and innovative campaigners.
"Every prudent man acts out of knowledge." Proverbs 13:16
Top tip: when high-fiving someone, look at their elbow, not their hand.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Make simple quarterly video updates for your core supporters.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Treasure curiosity more than certainty.
Are your members just 'Liking' things, or do they really like the things you do.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
If you stopped offline marketing today, what could you do with your money?
If your movement had a soundtrack, what would it be?
Emotions are the elephant. Intellect is its rider. Act in service of both.
Hug your web developer today. Even if he smells.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Ask for help when you need it.
Don't leave members out of the decision making process. They're a constituency you serve.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Align your aspirations with your members' aspirations.
Can you point to something and say "We won, that?" What are your org's clear successes?
If you don’t know what your conversion rate is, you’ve got homework to do.
From Hamlet: "Take every man's censure, but reserve thy judgment".
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Think about your organization through this lens: what impact are we making?
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
Queries from your tribe should be a top priority.
Steal great ideas from corporations. They pay a lot of money for them.
When all else fails, update Facebook once a day and Twitter three times a day.
Movement building is a marathon, not a sprint.
When all else fails, post a cute cat photo.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Store answers to commonly-asked questions in public, on your website.
Generosity is the key ingredient for a successful collaboration.
How do you celebrate your organization's wins?
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
"Fear is the mind-killer." Frank Herbert
Don't underestimate the power of play. How can you play with your tribe today?
Test drive new technology, and then tell a story of your cause + tech to the media.
Your website should make a stranger a friend, and a friend a customer.
Acknowledge a member action, even a tiny way, every day.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Keep the promises you make to your tribe, online and off.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Trust the destination and savour the journey.
Movement Marketing in Seven Chapters
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