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When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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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