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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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.
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.
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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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