Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
If we want to get the most out of email, we need to make it personal. If every message we send sounds
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
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 
Don’t be a hero (make your supporter the hero!) 
Avoid being an unknown sender 
Finding common ground: animal welfare messaging 
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!
