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Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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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