Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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?
14 long-term engagement strategies that work 
You botched an email broadcast. Now what!? 
3 design cues that prime supporters for action 
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!
