Make time to learn something new. The world needs energized and innovative campaigners.
Never embrace or reject a marketing strategy until you’ve tested its effectiveness.
Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!
If you could get every single member of your community to do something today, what would it be?
What's the most specific action you can ask your membership to take?
When your org say says "we'd really prefer not to exist", do you really mean it?
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?
Does your organization have swag? Does it move the needle?
Your next report/post/newsletter: can you turn it into an infographic?
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
If you removed the word "movement" from your org's vocabulary, what would replace it?
There's enormous space for creativity in programs that cross the chasm between online and offline actions.
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
When is your tribe online? It may not be when you expect. Test it.
Think about your organization through this lens: what impact are we making?
Keep the promises you make to your tribe, online and off.
When all else fails, update Facebook once a day and Twitter three times a day.
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Make simple quarterly video updates for your core supporters.
Don't leave members out of the decision making process. They're a constituency you serve.
When evaluating new technology, consider whether it's a solution in search of a problem.
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
When was the last time you attended a conference that fed your brain in the company of like-minded people?
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Are your members just 'Liking' things, or do they really like the things you do.
If the zombie apocalypse came, would your NGO still be relevant?
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
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 growing your list is your top priority, it's time to review your mission.
How can you make your competimates actual mates?
Occasionally your cause will have a moment. How can you turn a moment into a movement?
How can you convey your message without words?
From Hamlet: "Take every man's censure, but reserve thy judgment".
Say thank-you way more often than you say please.
Top tip: when high-fiving someone, look at their elbow, not their hand.
Ask for help when you need it.
Newsletter looking tired? Add video.
Trust the destination and savour the journey.
Afraid of the web? Start a personal blog and become a web citizen.
Content made by your tribe won’t always be “on message”. That’s okay.
Don't be afraid to dis-steal--that's a combination of 'distill' and 'steal'-- ideas from other industries or markets.
Bite the bullet today and examine recent failures. What can you do better next time?
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 what a win looks like and walk backwards from there. Map it out.
Do you have a theory of change?
Key performance indicators are both an irritating business acronym and a GPS for your organization.
Is grassroots campaigning the right approach for your org? It's okay to say no.
What's one theory within your org that could stand an edit? What can you rethink?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Who's on the other side of your issue? What are they doing really well?
Hold on tightly, let go lightly.
Our culture is turning everything into a game. How can you 'gameify' your relationship with your members?
What's a problem your organization can't solve with technology?
Don't underestimate the power of play. How can you play with your tribe today?
Align your aspirations with your members' aspirations.
Generosity is the key ingredient for a successful collaboration.
From Clay Shirky: "Communications tools don't get socially interesting until they get technologically boring".
Can you explain it to your grandma in under 30 seconds?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Don't be a douche.
Look at your staff. There is more collective intelligence there than is sitting in your chair.
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.
Get it done. Then get it right. Then get it pretty.
In this era of social media, don’t underestimate the power of a well-written email.
Like a family, online communities need nurturing and kindness to thrive.
Investigate what organizations like yours are doing on the other side of the world.
It's the little things.
Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.
Maps are illuminating.
Is your organization on the frontier or pulling up the wagon, so to speak?
If your movement had a soundtrack, what would it be?
If you stopped offline marketing today, what could you do with your money?
When all else fails, post a cute cat photo.
"Fear is the mind-killer." Frank Herbert
Take five minutes to stretch.
Your brand guidelines do not matter.
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
Acknowledge a member action, even a tiny way, every day.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
Good strategy should clarify your path and help you cut out what you don't need.
Good strategy enables you to say no.
What's your favourite web meme? Can you repurpose it for your cause?
Do something to shake up your marketing routine today so you don't get too predictable.
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.
Fans and likes are nice, but what do you really want your members to do? Measure that.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
Store answers to commonly-asked questions in public, on your website.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
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?
Movement Marketing in Seven Chapters
Want to learn more? Download our free e-book full of tips, tricks and hard-earned wisdom on web marketing for NGOs and companies that care. The book includes case studies of campaigns by Greenpeace, LeadNow, Mountain Equipment Co-op and others!
Get the free e-book
You will be receiving your copy of 'the book' shortly!