Bill Shorten has outlined an ambitious goal of super-charging Labor's membership through easier entry rules, a stronger pitch to small business and loosened control of the ALP by the parliamentary party.

The plan is to double Labor's 44,000-strong membership to about 100,000 by giving people who make even small internet donations the ability to click on a box and gain internal voting rights.

Boxing on: Bill Shorten wants to extend voting rights. Credit:Alex Ellinghausen

''If you're willing to go online and donate money to our cause, we should embrace you,'' he told the second of a series of national Labor policy forums, ''233,000 people were on the ALP email list in 2013 - we should be getting them onto our membership rolls.''

The Labor leader said these people could not only raise money but become more effective advocates for the cause in the broader community because ''the advocacy of members is infinitely more powerful than that of any politician''.