Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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.
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.
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!) 
11 tips that will help you write better subject lines 
Email preview text: what you need to know 
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!
