Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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
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.
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
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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?
How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Don’t say everything all at once 
What’s the ideal email frequency? 
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!
