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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
If we want to get the most out of email, we need to make it personal. If every message we send sounds
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
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.
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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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