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Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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.
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:
Passive entry points include:
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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