Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Say thank-you way more often than you say please.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Be sure to celebrate your most ardent supports. They are your champions.
Think about your organization through this lens: how do we engage, in the true sense of the word?
It's the little things.
We often ask for a lot. What can you give back to your community today?
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
How do you celebrate your organization's wins?
If growing your list is your top priority, it's time to review your mission.
Generosity is the key ingredient for a successful collaboration.
Fans and likes are nice, but what do you really want your members to do? Measure that.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Is your movement people 'powered', product 'powered' or puttering along?
Is grassroots campaigning the right approach for your org? It's okay to say no.
Hold on tightly, let go lightly.
Align your aspirations with your members' aspirations.
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?
Maps are illuminating.
Queries from your tribe should be a top priority.
Make time to learn something new. The world needs energized and innovative campaigners.
How can you convey your message without words?
From Hamlet: "Take every man's censure, but reserve thy judgment".
Don't leave members out of the decision making process. They're a constituency you serve.
Think about what a win looks like and walk backwards from there. Map it out.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Does your organization have swag? Does it move the needle?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
When evaluating new technology, consider whether it's a solution in search of a problem.
Be confident. You know more than you think you do about marketing your organization.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
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.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Recognize and celebrate a member's action every day.
Don’t stress the tools; it’s about tactics.
When all else fails, post a cute cat photo.
What's a problem your organization can't solve with technology?
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
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?
Do something to shake up your marketing routine today so you don't get too predictable.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Good strategy enables you to say no.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Are you communicating with members in enough dialects?
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
What's one theory within your org that could stand an edit? What can you rethink?
If you don’t know what your conversion rate is, you’ve got homework to do.
Don't be a douche.
Think about your organization through this lens: what impact are we making?
Investigate what organizations like yours are doing on the other side of the world.
Make simple quarterly video updates for your core supporters.
What's the most specific action you can ask your membership to take?
Content made by your tribe won’t always be “on message”. That’s okay.
In a crisis, your membership needs to hear from you as soon as possible.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
When your org say says "we'd really prefer not to exist", do you really mean it?
If the zombie apocalypse came, would your NGO still be relevant?
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Don't underestimate the power of play. How can you play with your tribe today?
Who's on the other side of your issue? What are they doing really well?
What's your favourite web meme? Can you repurpose it for your cause?
Keep the promises you make to your tribe, online and off.
Afraid of the web? Start a personal blog and become a web citizen.
Test drive new technology, and then tell a story of your cause + tech to the media.
Is your organization on the frontier or pulling up the wagon, so to speak?
Can you point to something and say "We won, that?" What are your org's clear successes?
“Pride makes us artificial and humility makes us real.” Thomas Merton
Steal great ideas from corporations. They pay a lot of money for them.
How can you make your competimates actual mates?
Your next report/post/newsletter: can you turn it into an infographic?
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
If you stopped offline marketing today, what could you do with your money?
Are your members just 'Liking' things, or do they really like the things you do.
When is your tribe online? It may not be when you expect. Test it.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
If your movement had a soundtrack, what would it be?
Emotions are the elephant. Intellect is its rider. Act in service of both.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
If you could get every single member of your community to do something today, what would it be?
Today's challenge: tell the world about others' good works instead of your own.
Your brand guidelines do not matter.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
"Every prudent man acts out of knowledge." Proverbs 13:16
Ask for help when you need it.
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Movement Marketing in Seven Chapters
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