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A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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.
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
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
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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
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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