Make time to learn something new. The world needs energized and innovative campaigners.
In this era of social media, don’t underestimate the power of a well-written email.
Acknowledge that you have competitors. The public's attention is finite.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Can you explain it to your grandma in under 30 seconds?
Make simple quarterly video updates for your core supporters.
Don't underestimate the power of play. How can you play with your tribe today?
Don't be dazzled by every new tool. Email is still an incredibly effective communications medium.
In a crisis, your membership needs to hear from you as soon as possible.
Good strategy enables you to say no.
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
How does your campaign/movement invite people to participate?
For a great campaign idea, turn to what the web loves right now. What does the web love? http://popurls.com
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
Test drive new technology, and then tell a story of your cause + tech to the media.
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 leave members out of the decision making process. They're a constituency you serve.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
Always have something else for members to do. If they have the energy and eagerness, always help them do more.
How can you convey your message without words?
Think about your organization through this lens: how do we engage, in the true sense of the word?
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
When your org say says "we'd really prefer not to exist", do you really mean it?
Queries from your tribe should be a top priority.
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.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
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?
Align your aspirations with your members' aspirations.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Steal great ideas from corporations. They pay a lot of money for them.
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
“Pride makes us artificial and humility makes us real.” Thomas Merton
Is your organization on the frontier or pulling up the wagon, so to speak?
If you stopped offline marketing today, what could you do with your money?
Generosity is the key ingredient for a successful collaboration.
Keep the promises you make to your tribe, online and off.
Hold on tightly, let go lightly.
Build remarkable campaigns. You know, ones that are worth remarking upon. That's what 'viral' really means.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
What's the most specific action you can ask your membership to take?
Don't be a douche.
You make a splash with a thousand pebbles, not one big stone.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
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?
Get it done. Then get it right. Then get it pretty.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
If you could get every single member of your community to do something today, what would it be?
Maps are illuminating.
How do you celebrate your organization's wins?
Your brand guidelines do not matter.
Are you communicating with members in enough dialects?
"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith
What's your favourite web meme? Can you repurpose it for your cause?
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
Key performance indicators are both an irritating business acronym and a GPS for your organization.
How can you make your competimates actual mates?
Say thank-you way more often than you say please.
We often ask for a lot. What can you give back to your community today?
Top tip: when high-fiving someone, look at their elbow, not their hand.
If the zombie apocalypse came, would your NGO still be relevant?
Take 10 minutes today and look at your post-action 'thank you' pages on your site. Could you be more thankful?
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
"Fear is the mind-killer." Frank Herbert
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
If you removed the word "movement" from your org's vocabulary, what would replace it?
Store answers to commonly-asked questions in public, on your website.
What's one theory within your org that could stand an edit? What can you rethink?
Think about your organization through this lens: how do we connect?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
Be sure to celebrate your most ardent supports. They are your champions.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Investigate what organizations like yours are doing on the other side of the world.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Be confident. You know more than you think you do about marketing your organization.
Trust the destination and savour the journey.
Hug your web developer today. Even if he smells.
Recognize and celebrate a member's action every day.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
If your movement had a soundtrack, what would it be?
If you don’t know what your conversion rate is, you’ve got homework to do.
Think about what a win looks like and walk backwards from there. Map it out.
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
Is grassroots campaigning the right approach for your org? It's okay to say no.
Today's challenge: tell the world about others' good works instead of your own.
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
What's a problem your organization can't solve with technology?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Fans and likes are nice, but what do you really want your members to do? Measure that.
Don’t stress the tools; it’s about tactics.
When all else fails, post a cute cat photo.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
Think about your organization through this lens: what impact are we making?
Movement Marketing in Seven Chapters
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