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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 are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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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How ‘why’ is the most important question you need to answer 
Don’t be a hero (make your supporter the hero!) 
Write your own communications guide 
Should you send emails from your ‘organization’ or an actual person? 
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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