When was the last time you attended a conference that fed your brain in the company of like-minded people?
Today's challenge: tell the world about others' good works instead of your own.
How do you celebrate your organization's wins?
What's your favourite web meme? Can you repurpose it for your cause?
Think about your organization through this lens: how do we connect?
Be confident. You know more than you think you do about marketing your organization.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
When all else fails, post a cute cat photo.
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
If the zombie apocalypse came, would your NGO still be relevant?
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Take five minutes to stretch.
Acknowledge that you have competitors. The public's attention is finite.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
Your brand guidelines do not matter.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
When was the last time you enabled your tribe to just play?
Investigate what organizations like yours are doing on the other side of the world.
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Don't leave members out of the decision making process. They're a constituency you serve.
Bite the bullet today and examine recent failures. What can you do better next time?
When is your tribe online? It may not be when you expect. Test it.
When your org say says "we'd really prefer not to exist", do you really mean it?
Fans and likes are nice, but what do you really want your members to do? Measure that.
How does your campaign/movement invite people to participate?
Acknowledge a member action, even a tiny way, every day.
Think about what a win looks like and walk backwards from there. Map it out.
Hold on tightly, let go lightly.
It's the little things.
Keep the promises you make to your tribe, online and off.
Queries from your tribe should be a top priority.
Like a family, online communities need nurturing and kindness to thrive.
When all else fails, update Facebook once a day and Twitter three times a day.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Good strategy enables you to say no.
Make simple quarterly video updates for your core supporters.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
When evaluating new technology, consider whether it's a solution in search of a problem.
Is your movement people 'powered', product 'powered' or puttering along?
Think about your organization through this lens: what impact are we making?
Don't be a douche.
If you don’t know what your conversion rate is, you’ve got homework to do.
From Hamlet: "Take every man's censure, but reserve thy judgment".
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.
Is grassroots campaigning the right approach for your org? It's okay to say no.
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
We often ask for a lot. What can you give back to your community today?
Ask for help when you need it.
Think about your organization through this lens: how do we engage, in the true sense of the word?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Trust the destination and savour the journey.
Maps are illuminating.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
If you removed the word "movement" from your org's vocabulary, what would replace it?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
How can you make your competimates actual mates?
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Say thank-you way more often than you say please.
Don't underestimate the power of play. How can you play with your tribe today?
Top tip: when high-fiving someone, look at their elbow, not their hand.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
What's one theory within your org that could stand an edit? What can you rethink?
Does your organization have swag? Does it move the needle?
Are your members just 'Liking' things, or do they really like the things you do.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
In a crisis, your membership needs to hear from you as soon as possible.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
“Pride makes us artificial and humility makes us real.” Thomas Merton
Test drive new technology, and then tell a story of your cause + tech to the media.
Good strategy should clarify your path and help you cut out what you don't need.
What's a problem your organization can't solve with technology?
Your next report/post/newsletter: can you turn it into an infographic?
Do something to shake up your marketing routine today so you don't get too predictable.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Align your aspirations with your members' aspirations.
Funny beats slick every time.
If your movement had a soundtrack, what would it be?
There's actual process behind people discovering their story. What does that process look like?
Don’t stress the tools; it’s about tactics.
Steal great ideas from corporations. They pay a lot of money for them.
Generosity is the key ingredient for a successful collaboration.
Who's on the other side of your issue? What are they doing really well?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
Recognize and celebrate a member's action every day.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Are you communicating with members in enough dialects?
Store answers to commonly-asked questions in public, on your website.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Movement Marketing in Seven Chapters
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