Last week, Texas experienced an unprecedented winter storm that destroyed lives, property, and confidence in elected officials. I’m writing this from Austin, and while my family is doing ok, many other families are not.
While Governor Greg Abbott was yelling about windmills and Senator Ted Cruz was enjoying a warm first-class cookie on a flight to Cancun, here’s what non-public office holder Beto O’Rourke was up to:
And he did it through his online presence and email list.
Over the course of his career, Beto has cultivated an engaged and invested email list. After his last electoral loss, he channeled his energy and his followers into an organization called Powered by People.
Then when things got real here in Texas, Powered by People stepped up to do what the government refused to. In a critical moment, his network trusted him. As a result, they helped Texans in need, and likely saved lives.
Don’t get me wrong — no one builds an email list in anticipation of implementing a large-scale rescue effort. Hopefully, you live in a state with competent leadership that can successfully navigate a crisis. (Can’t relate.) But what happened in Texas is a clear example of how much your email list and your online presence matters.
Invest early and often, and treat your email list with respect. It will pay off in ways that may surprise you.