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The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
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
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
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
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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.
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:
Passive entry points include:
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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