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The Remarkables: HowNonprofits Win with Word-of-Mouth Marketing11NTCwomMichael Silberman,EchoDittoDarren Barefoot,Biro Creative

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Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT ONLINE Text 11NTCwom to Use 11NTCwom at 69866. http://nten.org/ntc/evalSession Evaluations Powered By:

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@dbarefoot@birocrea-ve@silbatron@echodi3o 3

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delicious.com/tag/ntcwom

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Two Approaches: Heartbeat and Remarkable

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HeartbeatActivities

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• Website content• SEO• Email marketing• Social media• Advertising

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• Regularly connect with the crowd• Raise money• Move members up the engagement ladder• Shine a light on members and activities• Increase organizational reach and influence

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The Problem

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Remarkables

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

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• Recruit new members• Inspire actions and activities• Connect with influencers• Empower partners and tribe leaders to tell your story• Increase online or real-world attention and activity• Improve search engine optimization

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How do you make remarkables?

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Change the medium of the message

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Say it visually

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Riff onwhat the web loves

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Enable usercontributions

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Sex sells

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

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Over to Michael

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Flickr @jelee_unleashed

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We can ask more of people. More than a click. The era of broadcast organizing is over.

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Flickr: @vineetdiwadkar

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189,000 people in 1,200 neighborhoods

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Successful member ENGAGEMENT = Remarkable RELATIONSHIP + Remarkable ACTIONS

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ROI?• Less list fa-gue• More money• Stronger volunteer power• Sustainability• Impact• Relevance

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INGREDIENTS Theory of change Understanding your “superpower” Supporter‐centric approach (do ppl ma3er?) People! Ac-onable content and campaigns Staff resources – Online organizers

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How does it work?• Bite‐size, remarkable asks• Track engagement levels• Invest in leadership development

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Let’s put the organizing back in online organizing.

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Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! TEXT ONLINE Text 11NTCwom to Use 11NTCwom at 69866. http://nten.org/ntc/evalSession Evaluations Powered By:

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@dbarefoot@birocrea-ve@silbatron@echodi3o

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Who wants a book? 54

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• Why would someone talk about your organization to a friend?• Are you communicating in remarkable ways?• Are you enabling people to do remarkable things on your organization’s behalf?

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Find the fun(ny)

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Make it useful

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Demonstrateextraordinary skill

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Add mystery

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Let visitors interact

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Enable usercontributions

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TV had magic beans for forty years. For forty years, anyone, even acomplete moron, could make a lot of money using TV ads. Buy enoughads, dont screw up, youre rich...On the web, there are countless marketers just standing around waitingfor someone to hand them the magic beans. And thats the problem.Marketing online takes too much measurement, patience, creativity,technical knowledge, flexibility, speed and authenticity. It requires toomuch thinking and not enough going out for dinner with clients.Perhaps there will never be magic beans again. Perhaps marketing isabout to transition to a new kind of profession, one that requiresinsight, dedication and smarts.Or maybe someone will find some magic beans. -Seth Godin

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There areno magic beans.