Grooming Your E-list

While I can’t vouch for the latest hair-growth remedies, I can assure you that the following list-growth strategies will make you more attractive — at least to your executive director — because they work.

Encourage the “pass-along”
Rather than hoping people will pass along an e-mail, ask them to do it. The Human Rights Campaign, with the help of Madeline Stanionis, CEO and co-founder of Watershed, a consulting firm that helps organizations build, grow and sustain relationships with constituents online, launched two identical advocacy campaigns, but only one took recipients to a Tell-a-Friend landing page. The campaigns got the same response rates, but the one that landed on the Tell-a-Friend page was much more successful in getting results: 46,000 actions and 6,000 new sign-ups compared with 20,000 actions and 500 new sign-ups.