Don’t stress the tools; it’s about tactics.

Content made by your tribe won’t always be “on message”. That’s okay.

What's one theory within your org that could stand an edit? What can you rethink?

If the zombie apocalypse came, would your NGO still be relevant?

Investigate what organizations like yours are doing on the other side of the world.

Today's challenge: tell the world about others' good works instead of your own.

Test drive new technology, and then tell a story of your cause + tech to the media.

Align your aspirations with your members' aspirations.

“Pride makes us artificial and humility makes us real.” Thomas Merton

Respect the cocktail party rule of social media: online conversations should be 80% about topics other than your organization.

Are you communicating with members in enough dialects?

There’s a first-mover advantage to adopting new Web technologies. You can tell stories and educate your tribe at the same time.

Is grassroots campaigning the right approach for your org? It's okay to say no.

Need inspiration? Read Seth Godin's "The Purple Cow" ASAP!

How can you make your competimates actual mates?

Does your organization have swag? Does it move the needle?

Does your organization prefer to only work in panic mode? Find calm in efficiencies.

Ask a friend to visit your website. What are the three things that catch their attention? For better or for worse.

Like a spider's web, your org is part of a network design: human, technological, digital, volunteer, employee - how many can you count?

Afraid of the web? Start a personal blog and become a web citizen.

Good strategy should clarify your path and help you cut out what you don't need.

If you could get every single member of your community to do something today, what would it be?

Do something to shake up your marketing routine today so you don't get too predictable.

Big problems don't necessarily have big solutions. What is the smallest fix you can make? Start there.

Is your organization on the frontier or pulling up the wagon, so to speak?

"Those friends thou hast, and their adoption tried, grapple them unto thyself with hoops of steel." Billy Shakespeare

Look at your staff. There is more collective intelligence there than is sitting in your chair.

Who's on the other side of your issue? What are they doing really well?

Never embrace or reject a marketing strategy until you’ve tested its effectiveness.

If you hate the tool-your CMS, email tool, database--then try a new one. It won’t be as daunting as you think.

How does your campaign/movement invite people to participate?

What's your favourite web meme? Can you repurpose it for your cause?

It's the little things.

Laziness is the enemy of good communications, particularly in your blog and other social media channels.

For a great campaign idea, turn to what the web loves right now. What does the web love?

Acknowledge a member action, even a tiny way, every day.

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.

If growing your list is your top priority, it's time to review your mission.

Consider your tone. There's a trend toward informality, but that's not always the right choice.

What's the most specific action you can ask your membership to take?

When you speak to a group, there's more intelligence looking at you than on-stage. The same is true in social media.

Occasionally your cause will have a moment. How can you turn a moment into a movement?

Tell the story of your issue, and find the stories behind the issue. Some care about one, and some about the other.

Good strategy enables you to say no.

Don't become so obsessed with the details of a campaign that you miss the big picture. See the trees and the forest.

Change the medium. Change the message. Can you send out a newsletter that is all illustration? Video? Audio?

"Every prudent man acts out of knowledge." Proverbs 13:16

Don't be a douche.

Always have something else for members to do. If they have the energy and eagerness, always help them do more.

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

You make a splash with a thousand pebbles, not one big stone.

Marketing and communications techniques that are commonplace are only half the battle. How can you be extraordinary?

Beware of brand new technologies. Unless you're a keener, wait for the dust to settle before investing.

Think about your organization through this lens: how do we connect?

Maps are illuminating.

Your brand guidelines do not matter.

When all else fails, update Facebook once a day and Twitter three times a day.

Hold on tightly, let go lightly.

Generosity is the key ingredient for a successful collaboration.

Be sure to celebrate your most ardent supports. They are your champions.

Repeat after me: the tools are the least important discussion. Do lobbyists obsess about their phones?

Get it done. Then get it right. Then get it pretty.

Ask for help when you need it.

Make time to learn something new. The world needs energized and innovative campaigners.

Acknowledge that you have competitors. The public's attention is finite.

Your next report/post/newsletter: can you turn it into an infographic?

Say thank-you way more often than you say please.

If it doesn't have a needle--an indicator of progress and success--it doesn't count.

Whether it's a physical wall of support or a list of donors, people desperately want to see their role in your organization.

Hug your web developer today. Even if he smells.

A simple formula for a campaign: funny premise plus user submissions. See also Chuck Norris Facts, LOLCats and a million imitators.

Like a family, online communities need nurturing and kindness to thrive.

Don't just educate and demand action. Incite, amuse, entertain, provoke and charm your members into action.

Always be as specific as possible. Don't offer "a prize" in a subject line. Offer "an iPad".

Your website should make a stranger a friend, and a friend a customer.

Movement building is a marathon, not a sprint.

There's enormous space for creativity in programs that cross the chasm between online and offline actions.

How do you celebrate your organization's wins?

"People seldom improve when they have no other model but themselves to copy after." - Oliver Goldsmith

When all else fails, post a cute cat photo.

There's actual process behind people discovering their story. What does that process look like?

Can you explain it to your grandma in under 30 seconds?

From Hamlet: "Take every man's censure, but reserve thy judgment".

What's a problem your organization can't solve with technology?

Steal great ideas from corporations. They pay a lot of money for them.

Trust the destination and savour the journey.

Treasure curiosity more than certainty.

Do you have a theory of change?

Emotions are the elephant. Intellect is its rider. Act in service of both.

When was the last time you enabled your tribe to just play?

"Fear is the mind-killer." Frank Herbert

Can you point to something and say "We won, that?" What are your org's clear successes?

Think about what a win looks like and walk backwards from there. Map it out.

When was the last time you attended a conference that fed your brain in the company of like-minded people?

When evaluating new technology, consider whether it's a solution in search of a problem.

Think about your organization through this lens: how do we engage, in the true sense of the word?

If you stopped offline marketing today, what could you do with your money?

Queries from your tribe should be a top priority.

Be confident. You know more than you think you do about marketing your organization.