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Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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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