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Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
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
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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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