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Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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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