“Pride makes us artificial and humility makes us real.” Thomas Merton
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Take five minutes to stretch.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Can you explain it to your grandma in under 30 seconds?
What's one theory within your org that could stand an edit? What can you rethink?
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
When your org say says "we'd really prefer not to exist", do you really mean it?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Think about your organization through this lens: what impact are we making?
How can you convey your message without words?
In this era of social media, don’t underestimate the power of a well-written email.
Does your organization have swag? Does it move the needle?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Think about your org through the lens of storytelling. How well do you tell your org's story?
When all else fails, post a cute cat photo.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
"Fear is the mind-killer." Frank Herbert
We often ask for a lot. What can you give back to your community today?
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
It's the little things.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Think about what a win looks like and walk backwards from there. Map it out.
Afraid of the web? Start a personal blog and become a web citizen.
Don't underestimate the power of play. How can you play with your tribe today?
There's actual process behind people discovering their story. What does that process look like?
If your movement had a soundtrack, what would it be?
Don't be a douche.
Investigate what organizations like yours are doing on the other side of the world.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Think about your organization through this lens: how do we connect?
If growing your list is your top priority, it's time to review your mission.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
When all else fails, update Facebook once a day and Twitter three times a day.
Are you communicating with members in enough dialects?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Do something to shake up your marketing routine today so you don't get too predictable.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Is your organization on the frontier or pulling up the wagon, so to speak?
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Think about your organization through this lens: how do we engage, in the true sense of the word?
Can you point to something and say "We won, that?" What are your org's clear successes?
Newsletter looking tired? Add video.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Today's challenge: tell the world about others' good works instead of your own.
Treasure curiosity more than certainty.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
If the zombie apocalypse came, would your NGO still be relevant?
Emotions are the elephant. Intellect is its rider. Act in service of both.
Make simple quarterly video updates for your core supporters.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Is your movement people 'powered', product 'powered' or puttering along?
Don’t stress the tools; it’s about tactics.
How can you make your competimates actual mates?
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Funny beats slick every time.
How does your campaign/movement invite people to participate?
Steal great ideas from corporations. They pay a lot of money for them.
You make a splash with a thousand pebbles, not one big stone.
Align your aspirations with your members' aspirations.
What's a problem your organization can't solve with technology?
Look at your staff. There is more collective intelligence there than is sitting in your chair.
What's the most specific action you can ask your membership to take?
Is grassroots campaigning the right approach for your org? It's okay to say no.
Store answers to commonly-asked questions in public, on your website.
Trust the destination and savour the journey.
Generosity is the key ingredient for a successful collaboration.
Keep the promises you make to your tribe, online and off.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Movement building is a marathon, not a sprint.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Test drive new technology, and then tell a story of your cause + tech to the media.
Are your members just 'Liking' things, or do they really like the things you do.
Who's on the other side of your issue? What are they doing really well?
Content made by your tribe won’t always be “on message”. That’s okay.
Ask for help when you need it.
Are you doing all the same things the competition is doing? If so, why?
Recognize and celebrate a member's action every day.
How do you celebrate your organization's wins?
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
Your website should make a stranger a friend, and a friend a customer.
Good strategy enables you to say no.
Fans and likes are nice, but what do you really want your members to do? Measure that.
Your brand guidelines do not matter.
Get it done. Then get it right. Then get it pretty.
From Hamlet: "Take every man's censure, but reserve thy judgment".
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Your next report/post/newsletter: can you turn it into an infographic?
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
Say thank-you way more often than you say please.
Acknowledge that you have competitors. The public's attention is finite.
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!