A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Store answers to commonly-asked questions in public, on your website.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Recognize and celebrate a member's action every day.
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Your next report/post/newsletter: can you turn it into an infographic?
When all else fails, post a cute cat photo.
Acknowledge a member action, even a tiny way, every day.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Don’t stress the tools; it’s about tactics.
Hug your web developer today. Even if he smells.
When was the last time you enabled your tribe to just play?
Do something to shake up your marketing routine today so you don't get too predictable.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
What's the most specific action you can ask your membership to take?
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Like a family, online communities need nurturing and kindness to thrive.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
What's one theory within your org that could stand an edit? What can you rethink?
Get it done. Then get it right. Then get it pretty.
Test drive new technology, and then tell a story of your cause + tech to the media.
Ask for help when you need it.
Fans and likes are nice, but what do you really want your members to do? Measure that.
Are you communicating with members in enough dialects?
How can you convey your message without words?
“Pride makes us artificial and humility makes us real.” Thomas Merton
Steal great ideas from corporations. They pay a lot of money for them.
Today's challenge: tell the world about others' good works instead of your own.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
When your org say says "we'd really prefer not to exist", do you really mean it?
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Don't leave members out of the decision making process. They're a constituency you serve.
Align your aspirations with your members' aspirations.
Your website should make a stranger a friend, and a friend a customer.
Maps are illuminating.
Can you explain it to your grandma in under 30 seconds?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Funny beats slick every time.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
When evaluating new technology, consider whether it's a solution in search of a problem.
Is your organization on the frontier or pulling up the wagon, so to speak?
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Don't underestimate the power of play. How can you play with your tribe today?
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
Can you point to something and say "We won, that?" What are your org's clear successes?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Think about your organization through this lens: how do we connect?
Newsletter looking tired? Add video.
Do you have a theory of change?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
We often ask for a lot. What can you give back to your community today?
You make a splash with a thousand pebbles, not one big stone.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Bite the bullet today and examine recent failures. What can you do better next time?
Content made by your tribe won’t always be “on message”. That’s okay.
If you removed the word "movement" from your org's vocabulary, what would replace it?
Does your organization have swag? Does it move the needle?
Think about your org through the lens of storytelling. How well do you tell your org's story?
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Think about your organization through this lens: what impact are we making?
Acknowledge that you have competitors. The public's attention is finite.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Be confident. You know more than you think you do about marketing your organization.
Say thank-you way more often than you say please.
Treasure curiosity more than certainty.
In a crisis, your membership needs to hear from you as soon as possible.
It's the little things.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Is grassroots campaigning the right approach for your org? It's okay to say no.
How does your campaign/movement invite people to participate?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
Keep the promises you make to your tribe, online and off.
Who's on the other side of your issue? What are they doing really well?
What's a problem your organization can't solve with technology?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Your brand guidelines do not matter.
In this era of social media, don’t underestimate the power of a well-written email.
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.
Generosity is the key ingredient for a successful collaboration.
Hold on tightly, let go lightly.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
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.
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?
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
If growing your list is your top priority, it's time to review your mission.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Is your movement people 'powered', product 'powered' or puttering along?
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!