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Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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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