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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
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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