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Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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 are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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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