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These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
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.
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How ‘why’ is the most important question you need to answer 
Write your own communications guide 
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!
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