Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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!) 
Dominate Social Media 
12 ways to maximize your list building strategy 
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!
