When was the last time you enabled your tribe to just play?
How does your campaign/movement invite people to participate?
Acknowledge that you have competitors. The public's attention is finite.
Don't be a douche.
Are you doing all the same things the competition is doing? If so, why?
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Say thank-you way more often than you say please.
What's your favourite web meme? Can you repurpose it for your cause?
Today's challenge: tell the world about others' good works instead of your own.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
Hold on tightly, let go lightly.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Content made by your tribe won’t always be “on message”. That’s okay.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
"Every prudent man acts out of knowledge." Proverbs 13:16
Think about your organization through this lens: how do we connect?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Good strategy enables you to say no.
When your org say says "we'd really prefer not to exist", do you really mean it?
Be sure to celebrate your most ardent supports. They are your champions.
Trust the destination and savour the journey.
If growing your list is your top priority, it's time to review your mission.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Your brand guidelines do not matter.
What's a problem your organization can't solve with technology?
Don't leave members out of the decision making process. They're a constituency you serve.
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.
In a crisis, your membership needs to hear from you as soon as possible.
What's the most specific action you can ask your membership to take?
Are your members just 'Liking' things, or do they really like the things you do.
What's one theory within your org that could stand an edit? What can you rethink?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Keep the promises you make to your tribe, online and off.
When all else fails, post a cute cat photo.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
When is your tribe online? It may not be when you expect. Test it.
We often ask for a lot. What can you give back to your community today?
Think about your org through the lens of storytelling. How well do you tell your org's story?
Like a family, online communities need nurturing and kindness to thrive.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Generosity is the key ingredient for a successful collaboration.
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Treasure curiosity more than certainty.
From Hamlet: "Take every man's censure, but reserve thy judgment".
Make time to learn something new. The world needs energized and innovative campaigners.
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
When evaluating new technology, consider whether it's a solution in search of a problem.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Maps are illuminating.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Think about your organization through this lens: how do we engage, in the true sense of the word?
Do you have a theory of change?
Don’t stress the tools; it’s about tactics.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
If the zombie apocalypse came, would your NGO still be relevant?
"Fear is the mind-killer." Frank Herbert
Your website should make a stranger a friend, and a friend a customer.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Recognize and celebrate a member's action every day.
How can you make your competimates actual mates?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Afraid of the web? Start a personal blog and become a web citizen.
If your movement had a soundtrack, what would it be?
Funny beats slick every time.
Can you explain it to your grandma in under 30 seconds?
Make simple quarterly video updates for your core supporters.
Test drive new technology, and then tell a story of your cause + tech to the media.
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.
You make a splash with a thousand pebbles, not one big stone.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
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?
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Movement building is a marathon, not a sprint.
Bite the bullet today and examine recent failures. What can you do better next time?
Newsletter looking tired? Add video.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Good strategy should clarify your path and help you cut out what you don't need.
Investigate what organizations like yours are doing on the other side of the world.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Ask for help when you need it.
Take five minutes to stretch.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
“Pride makes us artificial and humility makes us real.” Thomas Merton
Align your aspirations with your members' aspirations.
It's the little things.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
If you don’t know what your conversion rate is, you’ve got homework to do.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Acknowledge a member action, even a tiny way, every day.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Movement Marketing in Seven Chapters
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