Do something to shake up your marketing routine today so you don't get too predictable.
If growing your list is your top priority, it's time to review your mission.
Investigate what organizations like yours are doing on the other side of the world.
Do you have a theory of change?
Don't forget to find the funny. Your constituency should occasionally be delighted by your work.
What if you radically changed the scope of your current campaign? How would a haiku newsletter go over?
Say thank-you way more often than you say please.
Occasionally your cause will have a moment. How can you turn a moment into a movement?
Do you consider different generations when you build your movement messaging? Is there a difference when you speak to millennials?
Can you explain it to your grandma in under 30 seconds?
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
Recognize and celebrate a member's action every day.
Movement building is a marathon, not a sprint.
There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.
"Fear is the mind-killer." Frank Herbert
Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?
Take five minutes to stretch.
Your brand guidelines do not matter.
Steal great ideas from corporations. They pay a lot of money for them.
Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.
Like a family, online communities need nurturing and kindness to thrive.
A movement doesn't necessarily have a moral purpose. Al Qaeda is a movement, but so too are Grateful Dead fans.
When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.
From Hamlet: "Take every man's censure, but reserve thy judgment".
Don’t stress the tools; it’s about tactics.
Get it done. Then get it right. Then get it pretty.
Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.
You make a splash with a thousand pebbles, not one big stone.
When your IT consultant recommends an unfamiliar technology, ask for plenty of examples of its use elsewhere.
Store answers to commonly-asked questions in public, on your website.
Be confident. You know more than you think you do about marketing your organization.
"Every prudent man acts out of knowledge." Proverbs 13:16
Acknowledge that you have competitors. The public's attention is finite.
When is your tribe online? It may not be when you expect. Test it.
How can you make your competimates actual mates?
If it doesn't have a needle--an indicator of progress and success--it doesn't count.
Think about your organization through this lens: how do we connect?
Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.
Laziness is the enemy of good communications, particularly in your blog and other social media channels.
If your movement had a soundtrack, what would it be?
How does your campaign/movement invite people to participate?
Afraid of the web? Start a personal blog and become a web citizen.
If you stopped offline marketing today, what could you do with your money?
Does your organization have swag? Does it move the needle?
When evaluating new technology, consider whether it's a solution in search of a problem.
Are you doing all the same things the competition is doing? If so, why?
Is your organization on the frontier or pulling up the wagon, so to speak?
Generosity is the key ingredient for a successful collaboration.
Starting from zero, or near zero? Look for the tiny sparks of support from supporters, online and off.
Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?
If you removed the word "movement" from your org's vocabulary, what would replace it?
If the zombie apocalypse came, would your NGO still be relevant?
Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".
Queries from your tribe should be a top priority.
If you could get every single member of your community to do something today, what would it be?
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.
We often ask for a lot. What can you give back to your community today?
Align your aspirations with your members' aspirations.
In a crisis, your membership needs to hear from you as soon as possible.
Can everybody, the volunteers up to the ED, describe your organization's big audacious goal?
If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.
Hug your web developer today. Even if he smells.
There's actual process behind people discovering their story. What does that process look like?
What's your favourite web meme? Can you repurpose it for your cause?
Acknowledge a member action, even a tiny way, every day.
Be sure to celebrate your most ardent supports. They are your champions.
Good strategy enables you to say no.
Is grassroots campaigning the right approach for your org? It's okay to say no.
Key performance indicators are both an irritating business acronym and a GPS for your organization.
How can you convey your message without words?
Consider your tone. There's a trend toward informality, but that's not always the right choice.
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.
Maps are illuminating.
Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.
Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.
Hold on tightly, let go lightly.
What would happen if you made all your internal success metrics--visitors, donations and so forth--public?
Want a celebrity endorsement? Just ask. It's often less complicated (but also less effective) than you think.
What's the most specific action you can ask your membership to take?
Look at your staff. There is more collective intelligence there than is sitting in your chair.
Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.
Are you communicating with members in enough dialects?
Make time to learn something new. The world needs energized and innovative campaigners.
A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.
Is your movement people 'powered', product 'powered' or puttering along?
"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare
It's the little things.
Trust the destination and savour the journey.
Content made by your tribe won’t always be “on message”. That’s okay.
Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?
When all else fails, post a cute cat photo.
How do you celebrate your organization's wins?
Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?
When your org say says "we'd really prefer not to exist", do you really mean it?
Does your organization prefer to only work in panic mode? Find calm in efficiencies.
Think about what a win looks like and walk backwards from there. Map it out.
Bite the bullet today and examine recent failures. What can you do better next time?
Don't underestimate the power of play. How can you play with your tribe today?
Movement Marketing in Seven Chapters
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