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Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
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!) 
You botched an email broadcast. Now what!? 
Give your headline ‘consequence’ 
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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