1. Consistency. Everything you say should, well, say “you” and not someone or something else. Old logos, old tag lines, old ways of doing business need to hit the recycle bin.
2. Connectivity. Social media is here to stay. Join the conversation. Connect to constituents, customers, policymakers, thought leaders. That said, human-to-human connections are still the gold standard when it comes to cultivating policymaking relationships, customers and donors.
3. Relevancy. Convey what makes you relevant in the last year of the first decade of a new century. (I know, I’m old-school. Despite all the news stories, I believe the last year of the decade was not 2009!)
4. Creativity. Interconnectivity means choice for customers, donors, viewers, readers, users, etc. If you’re not creative about reaching them, they’ve already moved on. Examples: iPhone apps by nonprofits, video trailers promoting books, Twitter contests to raise issue awareness.
5. Simplicity. With all the clutter in our lives, and the meshing of work and home lives thanks to the Blackberry and iPhone, simplicity wins the day. That goes for strategies, design, messages, and most importantly, mission. If it’s too hard to explain in an “elevator pitch,” rethink it.
Wring out the old. Ring in the new. Here’s to your success in 2010!