Funny beats slick every time.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
"Fear is the mind-killer." Frank Herbert
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
When all else fails, post a cute cat photo.
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.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Can you point to something and say "We won, that?" What are your org's clear successes?
Say thank-you way more often than you say please.
Be confident. You know more than you think you do about marketing your organization.
Good strategy enables you to say no.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Like a family, online communities need nurturing and kindness to thrive.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Can you explain it to your grandma in under 30 seconds?
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
It's the little things.
Store answers to commonly-asked questions in public, on your website.
"Every prudent man acts out of knowledge." Proverbs 13:16
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Don't leave members out of the decision making process. They're a constituency you serve.
Do you have a theory of change?
Generosity is the key ingredient for a successful collaboration.
Think about your organization through this lens: what impact are we making?
Recognize and celebrate a member's action every day.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
If the zombie apocalypse came, would your NGO still be relevant?
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
What's your favourite web meme? Can you repurpose it for your cause?
Are you communicating with members in enough dialects?
In this era of social media, don’t underestimate the power of a well-written email.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
When evaluating new technology, consider whether it's a solution in search of a problem.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Emotions are the elephant. Intellect is its rider. Act in service of both.
Take five minutes to stretch.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Afraid of the web? Start a personal blog and become a web citizen.
How does your campaign/movement invite people to participate?
If your movement had a soundtrack, what would it be?
Today's challenge: tell the world about others' good works instead of your own.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Treasure curiosity more than certainty.
Hold on tightly, let go lightly.
In a crisis, your membership needs to hear from you as soon as possible.
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Don't be a douche.
Get it done. Then get it right. Then get it pretty.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Is your organization on the frontier or pulling up the wagon, so to speak?
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?
How do you celebrate your organization's wins?
Test drive new technology, and then tell a story of your cause + tech to the media.
Trust the destination and savour the journey.
Maps are illuminating.
Make simple quarterly video updates for your core supporters.
Content made by your tribe won’t always be “on message”. That’s okay.
Make time to learn something new. The world needs energized and innovative campaigners.
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
If you removed the word "movement" from your org's vocabulary, what would replace it?
Steal great ideas from corporations. They pay a lot of money for them.
Bite the bullet today and examine recent failures. What can you do better next time?
Are your members just 'Liking' things, or do they really like the things you do.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Are you doing all the same things the competition is doing? If so, why?
Queries from your tribe should be a top priority.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
If you don’t know what your conversion rate is, you’ve got homework to do.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Your brand guidelines do not matter.
Movement building is a marathon, not a sprint.
When your org say says "we'd really prefer not to exist", do you really mean it?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
What's one theory within your org that could stand an edit? What can you rethink?
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?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Acknowledge a member action, even a tiny way, every day.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Does your organization have swag? Does it move the needle?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Be sure to celebrate your most ardent supports. They are your champions.
Think about what a win looks like and walk backwards from there. Map it out.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Investigate what organizations like yours are doing on the other side of the world.
There's actual process behind people discovering their story. What does that process look like?
Don't underestimate the power of play. How can you play with your tribe today?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Movement Marketing in Seven Chapters
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