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.

1. How nonprofits win
with word of mouth
marketing

2. Wireless
SSID: W2mesh
PASSWORD: doubledouble

11. The Problem

12. Everyone is doing
the same thing

15. Heartbeats and Remarkables

16. Heartbeat Activities

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

18. • Connect with your community
• Call for action
• Raise money
• Shine a light on members
• Engage members further

20. Remarkables

21. “Safe is risky, and
risky is safe.”
Seth Godin

22. • Recruits new members
• Inspires actions and activities
• Connects with influencers
• Tells a story
• Increases attention
• Improves web presence

27. How Do You Make
Remarkables?

28. Change the medium of the
message

30. Say it visually

33. Riff on what the web loves

35. Enable creative
user contributions

43. The
Greenest
City Plan
2020
Remarkable
Result: Increased
community engagement
Heartbeat Activities

44. • More actions
• Less fatigue
• Stronger volunteer power
• Impact
• Relevance
• Increase the cool factor

45. Questions?
(Who wants an ebook?)

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