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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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
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.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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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