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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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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