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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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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Don’t be a hero (make your supporter the hero!) 
Why we need to stop thinking about email as a ‘broadcast’ medium 
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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