Supporters don't want to feel like just another person on your list. They want to be seen and valued.
Many organizations struggle with creating personalized experiences at scale. You know your supporters are different—some are ready to take action, others need more information, and some have already engaged deeply. Action Network's Ladders feature helps you meet each person where they are and guide them through journeys that feel thoughtful, not automated.
1. What Are Ladders and Why They Matter
Ladders are Action Network's automated engagement journeys that respond to your supporters' actions. Think of them like chapters in a book—each rung represents an entry point, and the steps guide people through a sequence that feels personal and relevant.
The concept comes from organizing work that's been happening for decades. In organizing, you take individuals through a ladder of engagement to help them see themselves in your work and feel welcomed into action. Action Network's digital ladders replicate this process automatically.
When you personalize communications based on real actions people take, you see deeper engagement and better turnout. Ladders help you build trust, free up your team's time, and show you exactly what resonates with your audience.
Key benefits:
- Automatically send messages based on actions supporters actually take
- Guide people through personalized journeys without manual work
- Build trust by showing supporters they're seen and valued
- Free up time for your organizers and volunteers
2. Understanding Rungs, Triggers, and Steps
Ladders have three core components: rungs, triggers, and steps. Understanding how they work together helps you build effective engagement journeys.
Rungs are entry points into your ladder. Like a real ladder, you can have multiple rungs. Each rung represents a different way someone might enter your engagement journey. Someone who just subscribed to your email list might enter at one rung, while someone who donated enters at another.
Triggers determine who enters the ladder and when. They're the conditions that bring someone into your ladder. Common triggers include subscribing to your email list, making a donation, clicking on a specific email, or being tagged in a certain way. When someone meets a trigger's condition, they enter the ladder at that rung.
Steps are the individual actions that happen after someone enters the ladder. These are the messages, emails, or other communications that guide people through the journey you've built. Steps happen in sequence, creating a flow that responds to where someone is in their engagement with you.
Ladders replicate the human process of building relationships—they just do it automatically, at scale.
3. How Ladders Work in Practice
When someone meets a trigger's condition, they enter the ladder at that rung and start moving through the steps you've built. The system handles the timing and sequencing automatically.
There are some important rules to understand. If someone meets a new trigger while already in a ladder, they don't start over. Instead, if they qualify for a lower rung on that ladder, they'll be pulled down to that specific new point. This prevents people from getting stuck in loops or receiving duplicate messages.
This layering approach is useful when you want to create nuanced outreach. For example, someone might take an action, then you follow up with them to donate. If they make a certain donation level, they might move to a different rung in that ladder, receiving more targeted communications.
The key is building ladders that feel natural and responsive, not robotic. Each step should build on the previous one, creating a journey that makes sense for the person moving through it.
4. Creating Effective Engagement Journeys
Effective ladders guide supporters through thoughtful sequences that feel personal and relevant. They respond to what people actually do, not just what you hope they'll do.
Start by thinking about the different entry points people might have into your work. Someone who just learned about your organization needs a different journey than someone who's been following you for months. Someone who made a small donation might be ready for a different ask than someone who's never given.
Build steps that create natural progression. Each message should build on the previous one, moving people toward deeper engagement. Use triggers strategically—not every action needs to start a new journey, but meaningful actions often do.
Consider re-engagement strategies for people who haven't responded in a while. And plan graceful exits for people who've completed a journey or who need to step back. Not every ladder needs to go on forever.
5. Best Practices for Building Ladders
The most effective ladders feel personal because they respond to real actions people take. They show supporters they're seen and valued, not just another name on a list.
Keep your journeys focused. Not every action needs its own ladder. Start with one or two key journeys that address your most important engagement goals. You can always build more as you learn what works.
Test and refine. Pay attention to what resonates with your audience. Look at which steps get responses and which don't. Use that information to improve your ladders over time.
Make sure your messages feel like they're coming from a real person, not a robot. Even though the system is automated, the communications should feel thoughtful and intentional. Use templates as starting points, but customize them to match your organization's voice and mission.
Final Thoughts
Ladders aren't just automation tools—they're a way to honor your mission and deepen connection with your supporters. When you use them thoughtfully, they become part of how you show people they matter.
Every automated message is an opportunity to build trust and drive action. Use that opportunity well, and ladders become a powerful way to scale the personal touch that makes your work meaningful.
If you're unsure where to begin with Action Network's engagement ladders, we'd be honored to help you start. We're always happy to have a quiet conversation about how automation can support your mission—no pressure, just helpful guidance.