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Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
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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Don’t be a hero (make your supporter the hero!) 
A beginner’s guide to segmentation 
Give your headline ‘consequence’ 
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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