Your brand guidelines do not matter.

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

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

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

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

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

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

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

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

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

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

Treasure curiosity more than certainty.

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

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

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

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

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

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

Maps are illuminating.

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

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 your favourite web meme? Can you repurpose it for your cause?

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

Newsletter looking tired? Add video.

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

From Hamlet: "Take every man's censure, but reserve thy judgment".

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

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

When is your tribe online? It may not be when you expect. Test it.

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

How do you celebrate your organization's wins?

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

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

Make time to learn something new. The world needs energized and innovative campaigners.

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

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

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

Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.

Can you explain it to your grandma in under 30 seconds?

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

Funny beats slick every time.

Don't be a douche.

Look at your staff. There is more collective intelligence there than is sitting in your chair.

Test drive new technology, and then tell a story of your cause + tech to the media.

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

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

When evaluating new technology, consider whether it's a solution in search of a problem.

Ask for help when you need it.

"Fear is the mind-killer." Frank Herbert

Never embrace or reject a marketing strategy until you’ve tested its effectiveness.

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

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

Are your members just 'Liking' things, or do they really like the things you do.

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.

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

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

Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.

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

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

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

Are you communicating with members in enough dialects?

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

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

A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.

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

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

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

Movement building is a marathon, not a sprint.

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

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

Steal great ideas from corporations. They pay a lot of money for them.

Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.

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

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

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

Acknowledge a member action, even a tiny way, every day.

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

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

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

When your org say says "we'd really prefer not to exist", do you really mean it?

Think about what a win looks like and walk backwards from there. Map it out.

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

Trust the destination and savour the journey.

Hold on tightly, let go lightly.

There's enormous space for creativity in programs that cross the chasm between online and offline actions.

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

Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.

When all else fails, post a cute cat photo.

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

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

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

A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.

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

In this era of social media, don’t underestimate the power of a well-written email.

Make simple quarterly video updates for your core supporters.

In a crisis, your membership needs to hear from you as soon as possible.

Align your aspirations with your members' aspirations.

Recognize and celebrate a member's action every day.

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