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To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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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