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To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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.
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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