When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Think about your org through the lens of storytelling. How well do you tell your org's story?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Paraphrasing Seth Godin: TV ads used to be the magic beans of marketing. On the web, there are no magic beans.
Be sure to celebrate your most ardent supports. They are your champions.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
It's the little things.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
If the zombie apocalypse came, would your NGO still be relevant?
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
Is your movement people 'powered', product 'powered' or puttering along?
Your brand guidelines do not matter.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Are you communicating with members in enough dialects?
Top tip: when high-fiving someone, look at their elbow, not their hand.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Think about your organization through this lens: what impact are we making?
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Keep the promises you make to your tribe, online and off.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Recognize and celebrate a member's action every day.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Treasure curiosity more than certainty.
What's one theory within your org that could stand an edit? What can you rethink?
Trust the destination and savour the journey.
Don’t stress the tools; it’s about tactics.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Store answers to commonly-asked questions in public, on your website.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Investigate what organizations like yours are doing on the other side of the world.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
Hold on tightly, let go lightly.
Who's on the other side of your issue? What are they doing really well?
Take five minutes to stretch.
Test drive new technology, and then tell a story of your cause + tech to the media.
When all else fails, update Facebook once a day and Twitter three times a day.
If your movement had a soundtrack, what would it be?
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
Is your organization on the frontier or pulling up the wagon, so to speak?
When all else fails, post a cute cat photo.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Movement building is a marathon, not a sprint.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
Good strategy should clarify your path and help you cut out what you don't need.
Does your organization have swag? Does it move the needle?
How can you make your competimates actual mates?
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
Think about your organization through this lens: how do we engage, in the true sense of the word?
When your org say says "we'd really prefer not to exist", do you really mean it?
Can you point to something and say "We won, that?" What are your org's clear successes?
What's a problem your organization can't solve with technology?
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
Your website should make a stranger a friend, and a friend a customer.
Newsletter looking tired? Add video.
Are you doing all the same things the competition is doing? If so, why?
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
When was the last time you enabled your tribe to just play?
Don't underestimate the power of play. How can you play with your tribe today?
If you removed the word "movement" from your org's vocabulary, what would replace it?
In a crisis, your membership needs to hear from you as soon as possible.
Align your aspirations with your members' aspirations.
Generosity is the key ingredient for a successful collaboration.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
Afraid of the web? Start a personal blog and become a web citizen.
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.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Fans and likes are nice, but what do you really want your members to do? Measure that.
If you don’t know what your conversion rate is, you’ve got homework to do.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
If growing your list is your top priority, it's time to review your mission.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
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?
Maps are illuminating.
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?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
When evaluating new technology, consider whether it's a solution in search of a problem.
Are your members just 'Liking' things, or do they really like the things you do.
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
If you stopped offline marketing today, what could you do with your money?
Do something to shake up your marketing routine today so you don't get too predictable.
Good strategy enables you to say no.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Funny beats slick every time.
Make time to learn something new. The world needs energized and innovative campaigners.
Don't leave members out of the decision making process. They're a constituency you serve.
Do you have a theory of change?
Make simple quarterly video updates for your core supporters.
Think about what a win looks like and walk backwards from there. Map it out.
Movement Marketing in Seven Chapters
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