Is Your Org Ready To Put An Engaged Base To Work? -- Pew Survey Findings Show High Voter Expectations Of Involvement In Obama Administration

There's so much emphasis on the challenge of building your organization's base. After all, without a base, there's no progress.

But once you open the door, you have to be ready to welcome and more fully involve your base. You need to walk the talk -- if you invite folks to give or sign a petition, to staff a table or to participate in a program, then continue to be responsive, enabling them to be (increasingly) involved in the way they want to be. Far too many organizations aren't poised to do so and play mad catch up, risking a vital resource.

Nothing proves the need to walk this talk more strongly than the recent release of survey results on post-election voter engagement (thanks to the Pew Internet and American Life Project). Researcher Aaron Rich reports that most of Obama's campaign troops plan to remain engaged with the incoming Obama Administration and mobilize others in support of his agenda. That's no surprise to me, but is the administration ready?

Rich also reports out that:

•  62% of Obama voters expect to be involved in moving the administration's agenda forward by asking others to support its policies. That's voters, not campaigners.
  
• 46% of Obama voters and 33% of McCain voters expect to hear directly from their candidate or party leaders over the next year, and many of them have a particular medium (phone vs. email vs. text vs. social networking) in mind.

Things are clearly different now, with Obama's base (and McCain's too, to a lesser extent) unwilling to shrink into the background. For example, my ornery friend Mark Sirkin complained to me today that he "...had to yell at [the Obama transition team] for calling me on the phone. I said hey, I'm a Web donor  [so get me online]. Don't make me give you a fake phone number."

Dig into these findings yourself to understand fully how your base's expectations have changed. They are going to expect to be more actively involved in forwarding your issues themselves. You have to be ready to give them whatever guidance, tools info or motivation they need to do so most effectively. Are YOU ready?

Click the Comments link below to tell me how your organization is helping your base move your issues or causes forward, or not.

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Learn From Harvey Milk's Communications Finesse: Observations of a Moviegoer

My husband and I saw Milk last weekend, the astonishing biopic about gay rights activist, Harvey Milk.

The film works on multiple levels, illustrating Milk's personal journey from a closeted gay man to the first openly-gay elected public official, as it traces the evolution of a focused, organized gay rights movement. Incredible (but human, like the rest of us) man and an incredible story. See it.

Beyond this compelling story though was the back story of Milk's communications finesse. I sat in the dark scribbling down a few of the communications strategies Milk used regularly to dazzling effect:

• Make a clear, succinct call to action, right up front. It'll frame the rest of the conversation.Harvey Milk introduced himself  to groups with, "I'm Harvey Milk, and I'm here to recruit you." (First heard in a 1978 speech)
• Keep the issues front and center, personalities behind. Time and again, Milk moved attention back to what really mattered.. When attention kept turning his way, he responded: "I'm not the candidate. The movement is the candidate."
• But humanize the cause by focusing on the lives affected, making the abstract real and accessible. "It's not an issues, it's our lives," said Milk.
• Mobilize support for controversial issues through one-to-one relationships. Milk urged the gay community to come out, certain that once people knew their child or or cousin was gay, they'd "make a place for us in this country."
• Use humor to navigate tight spots. Sometimes it's the only way to move through. When Milk met with a group of union members (big, tough guys) to build their support for his candidacy, his first words were, "You probably haven't met many people like me, so I left my heels at home."

P.S. When a powerful tagline is joined to a compelling mission...nothing is impossible! Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Photo: Roberrific

Change.Gov is Up -- Obama Shares Vision, Plans & Hopes, Wants to Hear Yours

 

Less than 48 hours after winning the election, the Barack Obama transition team has launched Change.Gov.

Like many sites, it's a work in progress. For example, I see "content to come" as the only element on the America's Service Plan page (at 11/6, 7pm eastern).

Frankly, it's good to see that authenticity. After all, I'm sure there's not an organization out there that's  launched a 100% complete, 100% error free site, especially in two days. The way that Obama's team shows their humanity is engaging. They're not afraid of being real, like you and me, and that makes us feel closer to them. Win!

I'm also pleased to see continuity in message and values (yes, a President can have a brand), with citizens asked to share our visions, stories and perspectives on key issues. I've just submitted my vision and will let you know how it's followed up. I know it will be.

The Obama team really shines in putting Web 2.0 to work. When I provided my email and zip code (not sure what for), I was thanked for "helping us remake Washington." And there's a blog too, complementing the user-generated content (visions, etc.). It'll be interesting to see who blogs, if comments are accepted, etc. Just another way to read the new administration.

But what's most exciting is my gut feeling that they'll move beyond the sharing of visions and stories (which I'm sure will be shared back) and join these folks up with the 3.1 million campaign volunteers of MyBarackObama.com as some kind of mind-blowing citizen advisory board. That's real community, and I can't wait to see it take shape.

P.S. Learn how you can craft a compelling story for your org in 8 words or less. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Obama Win Signals Communications Game Change -- Get on Board

Universal confirmation roots Obama's win in the melding of community organizing and internet-based networking (parlayed into a high-power ground game).

If your organization has poo-pooed social media or simply shied away from it, there's no bigger signal that it's time to step in.

More to come.

P.S. Obama got this simple and heartfelt thank you email out to his network just minutes after his victory was declared. That's immediacy.

Put Your Money Where Your Mouth Is: Does Your Org Make it Easy for Employees to Volunteer At the Polls?

We call ourselves the social sector, but I'm wondering how civic we really are. Have many of your organizations give you and your colleagues a few hours off to volunteer -- as poll workers, for example?

It's vital that sharp, informed workers run the polls, so they can answer the full range of questions that arise, and deal with the occasional problem. In our community, all those folks are committed volunteers. In others, polls are run by party hacks or folks not so well informed on poll operations and voting laws.

The nonprofit sector has rallied for civic participation forever. It's one of the few calls for action common to most organizations, despite differences in issue focus, size or geographic location.

However, few nonprofits or grantmakers I know have a formal policy enabling employees to volunteer to improve the operation that lies at the base of our civic infrastructure.  Does your organization?

Put your money where your mouth is, social sector. It's too late for tomorrow, but there are years of elections to come. And it's just this kind of active commitment that's the most effective communications strategy there is.

As Momma Schwartz used to say, "Actions speak louder than words."

P.S. Learn how to craft a short and sweet story for your org via the marketing message that matters most -- your tagline. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Obama -- Don't Let Your Hard-Won Community of Hope Die Off

So what happens when a groundbreaking campaign ends?

In Obama's case, I'm not talking about whether the candidate gets into office or not (that's out of any strategist's hands), but what's going to happen to the engaged, interested, willing-to-work/give community he's developed via MyBarackObama.com.

My advice: Keep it going.

These folks, many of whom are campaign/advocacy virgins, are enthused. They've been awakened, or re-awakened, by a passion for change, and by a candidate who's made it possible for them to grow into a community of like-thinkers. And they're well-positioned to do more; for other candidates, for the party, for key issues.

Jesse Helms, a mastermind marketer, transitioned campaign supporters' contact info (phone and address at that point) into what then became a very powerful National Republican Congressional Committee.

Obama, and your organization -- at the close of an advocacy or issue campaign -- should do the same (not to the NRCC, but to an ongoing community of interest and action around whatever they've responded to initially).

Don't Tell Your Audiences What They Want--Obama Lawn Sign Blow Up

Looking for one of these?

So are thousands of other Obama supporters throughout the country. And they're pissed: They want to be able to show their neighbors where they stand. They're viral marketers eager to spread the word, proud of their stand but frustrated as heck they can't get the ammunition they need to shout it loud and clear!

According to a recent article by Tim Craig in the Washington Post:

"Kevin Griffis, an Obama spokesman, said the campaign hasn't put a priority on lawn signs, noting that they don't vote on Election Day."

Well, as much as Griffis may snub his noise at sign-wanters (based on the campaign's insistence that Obama doesn't need the name recognition boost signs provide), signs do matter to Obama supporters. The campaign, in staying unresponsive to folks who are looking hard for signs -- and willing to pay for them -- is sending out a negative vibe ala, "we don't care what you want." And that's all wrong.

According to Scott A. Surovell, chairman of the Fairfax County, VA Democratic Committee, ""Signs are incredibly important, because supporters want to show their support and want to show their neighbors who they are supporting. It can be very frustrating when their neighbors have John McCain signs and they can't get Obama signs. A lot of people feel like they are fighting this fight street to street, house to house, and when they see McCain signs everywhere, it makes them feel alone."

While bumper stickers have clearly fallen away from the game of retail politics, the lawn sign has not. In fact, it's possible to say, especially with the lightweight, plastic signs, that it's easier than ever for campaigns to mail signs to supporters. In any event, the Obama campaign has made a bad tactical move here: "People vote, not signs" is just rationalizing a bad decision.

Campaigning, like fundraising, isn't pure science. Human emotion plays a huge role, and overlooking it is a mistake.   

Make it easy for your base to get and stay emotionally involved (as well as intellectually, creatively, politically, etc.) by listening hard to their needs and wants, rather than shouting over them. The community they form around your org's work and issues is a valuable one, to you and to them. Do whatever you take to nourish it, no matter what the science says.

P.S. Learn how to craft the shortest and most compelling story for your org. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

You're (In)Famous, and So Am I: MoveOn's Personalized Video Paints Dark Future for Non-Voters

You've probably already received 10 emails about this "vote-or-else" campaign from MoveOn.org, but I have to chime in with my admiration. It's irresistible.

MoveOn.org has outdone itself with this funny, engaging but ultimately, extremely thought-provoking video news report from the future.  And the video and news site are peppered with the “suspected non-voter’s” name(mine, or yours). It's the ultimate in targeting. Take a look.

Even better, MoveOn.org makes the experience easy to share by filling in a simple form with your friends' contact info. You can make 'em laugh and make 'em think, in a second.

So vote, or else...

P.S. Learn how to craft the marketing message that matters most -- your tagline. Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

Here's How a Committed Base Markets Your Org or Cause: YesWeCarve.com

I was delighted to learn about YesWeCarve.com, a funny but powerful pumpkin-carving campaign launched by Obama supporters.

The four imaginative individuals who got this going aren't campaign staffers, but passionate Obama-ites who brainstormed this delightful way to spread the message via a far-too-commercial holiday.

Now everyone I know is passing this site around, discussing which design to use and planning to deliver an inspiring message on Halloween eve that'll leave candy corn in the dust. Now that's a powerful viral marketing base!

Here's what your org has to have if you want your base to do the same:

• A clear, inspiring impact in the communities you serve
• The ability to stay real and reliable, consistent in your org "personality" and presence
• Strong, iconic messaging (easy to remember, repeat and riff on).

With these three key factors in place, your base will have what it needs to get inspired and spread the word.  Now back to choosing our stencil design....

Tip of the hat to Celeste Wroblewski.

Take Candidates' Lead for Email Wins for Your Nonprofit

I've been noticing distinct trends in the presidential campaign email I've received. Short subject lines top the list, but the flood of campaign email showcases several other powerful email tactics as well, many of which are great inspirations for powerful nonprofit marketing.

So I was pleased to see Karen Gedney's summary of the best in presidential campaign email techniques on ClickZ.  Here they are:

1) Short Subject Lines
The shortest range from one to four words. Less is more, I always say. Here are a few recent examples: Appalling; Imagine; Last-Minute Attacks; Running Track.

Gedney cites recent metrics from MailerMailer that subject lines under 35 characters motivate 5% more opens. I suggest that you need to get under 20 characters (no more than four short words) for any real boost. The best way to understand how/if shorter subject lines make a difference in your campaigns is to do an A/B test of two subject lines of varying lengths (try one running 40-50 characters, and the second 20 or less characters).

2) Letter-Format Email Messages, Longer and More Personal than the Norm
Candidates are fleshing out short subject lines with messages that follow the traditional fundraising letter format and run 250-350 words. The narrative is usually supplemented by a graphic banner featuring a tagline and a visual sidebar, with a action button (Donate! being the most popular) and a video link.

According to Gedney, longer, more personal messages outperform short "ad" copy every time.

3) Stay on Message with Consistent Branding
Typically, the banner on these emails features a tagline summarizing the candidates position, which is repeated in the letter itself. That position is each candidate's brand, the sound bite takeaway that needs to be highlighted, and conveyed consistently, in every email.

4) Video, Video, Video
Almost every email I've received from the candidates includes a video link. That makes it easy for me to "go live" and really get a sense of the candidates.

Gedney cautions that metrics don't show that online video increases opens. Find out how video works for your audiences with another A/B test. Take a brief online video (3 minutes or less) to feature in the first version, delete it in the second and see which generates more opens and clickthroughs. And, if you don't have a well-edited, brief video on hand, link to a brief slideshow of high-impact stills, like this timeline from EDC.

5) Multiple Senders, Celebrity Endorsers
Vary things for your audiences, so they stay interested. Otherwise, repeated messages from the same sender can get boring (my 5-year-old's new favorite word, since when are kindergarteners bored?). Obama's campaign emails come from him, from Michelle Obama, campaign manager David Plouffe and other staff members, celebrity endorsers and, most recently, VP candidate Joe Biden.  The variety keeps it fresh!

Sign Up Today for Free Email Campaign Training: Simply subscribe Obama's and McCain's email lists
I recommend you subscribe to a few campaign email lists (presidential  plus)  to get a constant flow of new ideas for your nonprofit email campaigns. I promise that the ideas just won't stop (until November 5th). Don't forget to let me know what you harvest and put into play for your nonprofit.

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