If you only engage in ordinary outreach activities – petition asks, email marketing and Google AdWord buys – you won't get noticed in a busy landscape where every nonprofit is vying for attention and support. Why? When everyone does the same thing, no one organization shines. Truly remarkable organizations get their marketing done for them – for free – by their most excited, committed, passionate and devoted fans. They earn it by providing exceptional member experiences, by being unique, bold and creative. Word-of-mouth isn't just about one-off gimmicks or "viral" campaigns. It's an overall approach to movement building based on a new online reality where everyday people have become the most powerful marketing department on the planet. In this session, we'll discuss how nonprofits and charities are creating remarkable online campaigns based on the theory and philosophy of movement marketing. You'll learn from experienced practitioners how to augment limited budgets with creativity and technology that will help your nonprofit get talked about. Takeaways: - An understanding of the theory of online movement building - Real-world examples of remarkable online marketing projects - Inspiration to be creative in their own work

1. The Remarkables: How Non-Profits
Win with Word of Mouth Marketing
Julie Szabo and Theodora Lamb

3. Heartbeat Activities

4. Website content
Search engine optimization
Email marketing
Press releases
Social media updates
Online advertising

5. Connect with your Community
Call for action
Raise money
Shine a light on members
Engage members further

7. The Problem

9. Remarkables

10. “Safe is risky, and
risky is safe.”
- Seth Godin

11. Recruits new members
Inspires actions & activities
Connects with influencers
Tells a story
Increases attention
Improves web presence

16. How Do You Make
Remarkables?

17. Change the medium of the message.

19. Say it visually.

22. Riff on what the web loves.

26. Enable user contributions.

28. Heartbeat and Remarkables
Working Together for Good

35. Heartbeat Activities

36. Heartbeat Activities

37. Heartbeat Activities

38. Community Feedback
Heartbeat Activities

39. Remarkable
Community Feedback
Heartbeat Activities

40. Remarkable
Result: Unprecedented
Community Feedback
Community Engagement
Heartbeat Activities

41. Remarkable
Result: Unprecedented
Community Feedback
Community Engagement
Heartbeat Activities

42. The
Greenest
City Plan
2020
Remarkable
Result: Unprecedented
Community Feedback
Community Engagement
Heartbeat Activities

43. Word of mouth ROI
More actions
Less fatigue
Stronger volunteer power
Impact
Relevance
Ups the cool factor

44. Ingredients
Strategy: WOM
Make great, sharable content
Some budget
Engaged members
Staff resources

45. Who wants a book?

46. Questions?

47. @julieszabo, @theolamb,
@birocreative

48. http://www.delicious.com/dbarefoot/mcc11

49. Photos by Caro Wallis, marie.joi,
Naida Folgado, Julie Szabo and
Darren Barefoot