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Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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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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