Your brand guidelines do not matter.
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: what impact are we making?
When your org say says "we'd really prefer not to exist", do you really mean it?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Good strategy should clarify your path and help you cut out what you don't need.
Keep the promises you make to your tribe, online and off.
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.
Can you explain it to your grandma in under 30 seconds?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
How can you convey your message without words?
Don't underestimate the power of play. How can you play with your tribe today?
Can you point to something and say "We won, that?" What are your org's clear successes?
How does your campaign/movement invite people to participate?
We often ask for a lot. What can you give back to your community today?
Don’t stress the tools; it’s about tactics.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Are your members just 'Liking' things, or do they really like the things you do.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Be confident. You know more than you think you do about marketing your organization.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Take five minutes to stretch.
Movement building is a marathon, not a sprint.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Think about what a win looks like and walk backwards from there. Map it out.
Ask for help when you need it.
Think about your organization through this lens: how do we engage, in the true sense of the word?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Your next report/post/newsletter: can you turn it into an infographic?
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Recognize and celebrate a member's action every day.
Do you have a theory of change?
If you stopped offline marketing today, what could you do with your money?
Afraid of the web? Start a personal blog and become a web citizen.
Generosity is the key ingredient for a successful collaboration.
In this era of social media, don’t underestimate the power of a well-written email.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Bite the bullet today and examine recent failures. What can you do better next time?
When is your tribe online? It may not be when you expect. Test it.
What's one theory within your org that could stand an edit? What can you rethink?
Is your movement people 'powered', product 'powered' or puttering along?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Test drive new technology, and then tell a story of your cause + tech to the media.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Are you communicating with members in enough dialects?
Like a family, online communities need nurturing and kindness to thrive.
Don't leave members out of the decision making process. They're a constituency you serve.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Align your aspirations with your members' aspirations.
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
What's a problem your organization can't solve with technology?
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
In a crisis, your membership needs to hear from you as soon as possible.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
“Pride makes us artificial and humility makes us real.” Thomas Merton
Do something to shake up your marketing routine today so you don't get too predictable.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
If you removed the word "movement" from your org's vocabulary, what would replace it?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
If you could get every single member of your community to do something today, what would it be?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Don't be a douche.
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?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
There's actual process behind people discovering their story. What does that process look like?
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Make simple quarterly video updates for your core supporters.
Consider your tone. There's a trend toward informality, but that's not always the right choice.
When was the last time you enabled your tribe to just play?
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Store answers to commonly-asked questions in public, on your website.
Acknowledge that you have competitors. The public's attention is finite.
"Fear is the mind-killer." Frank Herbert
Hug your web developer today. Even if he smells.
From Hamlet: "Take every man's censure, but reserve thy judgment".
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
"Every prudent man acts out of knowledge." Proverbs 13:16
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Investigate what organizations like yours are doing on the other side of the world.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
If growing your list is your top priority, it's time to review your mission.
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
It's the little things.
How can you make your competimates actual mates?
Maps are illuminating.
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
Good strategy enables you to say no.
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!