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There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to your list are your list building entry points. Choosing the right entry points can either set you up for long term success or agonizing frustration.
Define the terms of your relationship
The very first touchpoint that brings someone to your email list is defining. That moment is responsible for establishing the terms of the relationship they will have with you. Will the interaction position them as an action taker? Or a spectator? Consider how supporters can best help your organization achieve its mission, and then design list-building entry points to mirror that.
Active entry points include:
- Signing a petition or other online action
- RSVP’ing for an event or rally
- Donating or buying merch
Passive entry points include:
- Generic e-mail list signup form
- Asset offers (recipes, literature, e-books, etc.)
Simply put, if your core list-building strategy relies on passive entry points, it’s going to be harder to mobilize your supporters into action. You’ll find plenty of digital agencies keen to push passive entry points because they’re easily applied in a commercial environment. However, we have something more valuable to work with. So play to your advantage—optimize online action pages such as petitions and advocacies to fuel your list building strategy. Prioritize your active entry points. These highly-sharable assets will build audiences faster than generic signup forms every time.
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Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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