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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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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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