Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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.
Was this tip useful?
Don’t be a hero (make your supporter the hero!) 
Emotion vs facts: what’s more persuasive? 
When to send an email ‘chaser’ 
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!
Like this tip? Share it!
