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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To make matters worse—the more experience you gain as an advocate, the more susceptible you become to the curse.
Common traps include:
The political curse
The assumption that our supporter understands the political process; the role of Ministerial Departments; what electorate they’re in; party acronyms; or what party their MP belongs to. They may not.
The industry curse
The assumption that when we reference things like ‘supply chains’, ‘mortality rate’, or use welfare terms (such as ‘furnished cage’, ‘sow stall’, ‘maceration’), our supporters will know what those terms mean and their implications for animals. Chances are, they know neither.
Fast-track your digital strategy learning curve.
Free eBookThe legal curse
Assuming that our supporter is familiar with the definitions of legal terms such as ‘breach’, ‘regulation’, or ‘regulatory authority’. Don’t bank on it.
The campaign curse
The assumption that our supporters have been following our campaign and don’t need a gentle reminder of why it’s important or how our current focus will tangibly help animals. They do.
Once you’re aware of the curse, it’s easy to beat. Use common language in place of technical terms and processes. Write for those who know little if anything about your topic.
One of the biggest lessons this curse has taught me is that depending on my audience, being “precise” and being “understood” are not always the same things!
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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Never assume anyone knows what you’re talking about 
How and when to ‘hide’ content 
How ‘why’ is the most important question you need to answer 
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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