If you removed the word "movement" from your org's vocabulary, what would replace it?
When was the last time you attended a conference that fed your brain in the company of like-minded people?
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Take five minutes to stretch.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Generosity is the key ingredient for a successful collaboration.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Newsletter looking tired? Add video.
"Every prudent man acts out of knowledge." Proverbs 13:16
How do you celebrate your organization's wins?
When your org say says "we'd really prefer not to exist", do you really mean it?
Be confident. You know more than you think you do about marketing your organization.
Like a family, online communities need nurturing and kindness to thrive.
Acknowledge a member action, even a tiny way, every day.
Fans and likes are nice, but what do you really want your members to do? Measure that.
How can you make your competimates actual mates?
If the zombie apocalypse came, would your NGO still be relevant?
Your website should make a stranger a friend, and a friend a customer.
It's the little things.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
When all else fails, post a cute cat photo.
Say thank-you way more often than you say please.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Are you doing all the same things the competition is doing? If so, why?
How can you convey your message without words?
Queries from your tribe should be a top priority.
In this era of social media, don’t underestimate the power of a well-written email.
If you don’t know what your conversion rate is, you’ve got homework to do.
“Pride makes us artificial and humility makes us real.” Thomas Merton
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
"Fear is the mind-killer." Frank Herbert
When all else fails, update Facebook once a day and Twitter three times a day.
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?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Recognize and celebrate a member's action every day.
If your movement had a soundtrack, what would it be?
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Today's challenge: tell the world about others' good works instead of your own.
We often ask for a lot. What can you give back to your community today?
Maps are illuminating.
Don't leave members out of the decision making process. They're a constituency you serve.
Treasure curiosity more than certainty.
If you could get every single member of your community to do something today, what would it be?
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Bite the bullet today and examine recent failures. What can you do better next time?
What's your favourite web meme? Can you repurpose it for your cause?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Test drive new technology, and then tell a story of your cause + tech to the media.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Don't be a douche.
Hold on tightly, let go lightly.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Emotions are the elephant. Intellect is its rider. Act in service of both.
Think about your organization through this lens: how do we connect?
Who's on the other side of your issue? What are they doing really well?
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
When is your tribe online? It may not be when you expect. Test it.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Hug your web developer today. Even if he smells.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
What's one theory within your org that could stand an edit? What can you rethink?
Good strategy enables you to say no.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
Think about your organization through this lens: what impact are we making?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
When was the last time you enabled your tribe to just play?
In a crisis, your membership needs to hear from you as soon as possible.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Movement building is a marathon, not a sprint.
Get it done. Then get it right. Then get it pretty.
Acknowledge that you have competitors. The public's attention is finite.
Content made by your tribe won’t always be “on message”. That’s okay.
Ask for help when you need it.
When evaluating new technology, consider whether it's a solution in search of a problem.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Good strategy should clarify your path and help you cut out what you don't need.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Steal great ideas from corporations. They pay a lot of money for them.
You make a splash with a thousand pebbles, not one big stone.
If you stopped offline marketing today, what could you do with your money?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Make simple quarterly video updates for your core supporters.
From Hamlet: "Take every man's censure, but reserve thy judgment".
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.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Does your organization have swag? Does it move the needle?
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
If growing your list is your top priority, it's time to review your mission.
Think about what a win looks like and walk backwards from there. Map it out.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Your next report/post/newsletter: can you turn it into an infographic?
Movement Marketing in Seven Chapters
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