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I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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.
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
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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How ‘why’ is the most important question you need to answer 
Why we need to stop thinking about email as a ‘broadcast’ medium 
Should you send emails from your ‘organization’ or an actual person? 
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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