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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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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.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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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Say more (by saying less) 
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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