Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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.
Was this tip useful?
How ‘why’ is the most important question you need to answer 
14 long-term engagement strategies that work 
Testing for email frequency tolerance 
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!
Like this tip? Share it!
