Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
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?
Don’t be a hero (make your supporter the hero!) 
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!
