Does your organization have swag? Does it move the needle?
Generosity is the key ingredient for a successful collaboration.
Hold on tightly, let go lightly.
What's one theory within your org that could stand an edit? What can you rethink?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
Steal great ideas from corporations. They pay a lot of money for them.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
It's the little things.
Today's challenge: tell the world about others' good works instead of your own.
Are you communicating with members in enough dialects?
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Your website should make a stranger a friend, and a friend a customer.
When was the last time you enabled your tribe to just play?
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Make simple quarterly video updates for your core supporters.
If you don’t know what your conversion rate is, you’ve got homework to do.
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
From Hamlet: "Take every man's censure, but reserve thy judgment".
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
When all else fails, post a cute cat photo.
Be sure to celebrate your most ardent supports. They are your champions.
Get it done. Then get it right. Then get it pretty.
You make a splash with a thousand pebbles, not one big stone.
Emotions are the elephant. Intellect is its rider. Act in service of both.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Keep the promises you make to your tribe, online and off.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Your brand guidelines do not matter.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Your next report/post/newsletter: can you turn it into an infographic?
In this era of social media, don’t underestimate the power of a well-written email.
How can you convey your message without words?
Is your movement people 'powered', product 'powered' or puttering along?
Think about your org through the lens of storytelling. How well do you tell your org's story?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
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?
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.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Is your organization on the frontier or pulling up the wagon, so to speak?
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
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
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Who's on the other side of your issue? What are they doing really well?
Like a family, online communities need nurturing and kindness to thrive.
Think about what a win looks like and walk backwards from there. Map it out.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
When evaluating new technology, consider whether it's a solution in search of a problem.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Can you explain it to your grandma in under 30 seconds?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
There's actual process behind people discovering their story. What does that process look like?
Trust the destination and savour the journey.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Do you have a theory of change?
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Think about your organization through this lens: how do we connect?
How does your campaign/movement invite people to participate?
We often ask for a lot. What can you give back to your community today?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
If you stopped offline marketing today, what could you do with your money?
If the zombie apocalypse came, would your NGO still be relevant?
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Top tip: when high-fiving someone, look at their elbow, not their hand.
Test drive new technology, and then tell a story of your cause + tech to the media.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
In a crisis, your membership needs to hear from you as soon as possible.
When your org say says "we'd really prefer not to exist", do you really mean it?
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.
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
What's your favourite web meme? Can you repurpose it for your cause?
Maps are illuminating.
Ask for help when you need it.
Movement building is a marathon, not a sprint.
When all else fails, update Facebook once a day and Twitter three times a day.
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Are you doing all the same things the competition is doing? If so, why?
How can you make your competimates actual mates?
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Recognize and celebrate a member's action every day.
Make time to learn something new. The world needs energized and innovative campaigners.
What's the most specific action you can ask your membership to take?
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Funny beats slick every time.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
"Fear is the mind-killer." Frank Herbert
Acknowledge a member action, even a tiny way, every day.
Afraid of the web? Start a personal blog and become a web citizen.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Don't leave members out of the decision making process. They're a constituency you serve.
Say thank-you way more often than you say please.
Good strategy enables you to say no.
Movement Marketing in Seven Chapters
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