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Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading this, let’s assume it’s your job to reach the masses and challenge the status quo. Welcome to fiery opposition hitting you from both sides of the divide.
In a world that is increasingly polarized, the ‘grey area’ can be a challenging place. But that’s where impact lies.
The more polarizing a topic, the more ‘common ground’ techniques will help you reach the fringes of your audience and keep your message (rather than distracting debates) at the centre of attention. Give up now if your aim is to satisfy everyone. (You can’t. But maybe, you can get close).
The idea is simple: find the intersection of what different factions care about. Frame your message around that.
Steps to finding common ground
- Understand the ‘poles’ of your audience. Know their trigger points so you can more effectively navigate around them. Understand what motivates their positions—are there shared values there? If they are argumentative, what ‘need’ are they attempting to satisfy through debate? There may be ways you can proactively meet that need.
- Frame ideas around values. Construct messages in ways that puts values and outcomes (not tactics) at the heart of your narrative.
- Be positive. If parts of your audience are prone to the negative, shift the tone of conversation towards positive, tangible impacts of progress.
- Don’t judge. Model encouragement and support among your audience. Direct any culpability at a common opposition.
- Don’t compromise yourself. Building bridges can reach new audiences and foster greater understanding. But trying to please people can lead to ... people pleasing. If you can no longer deliver your message with authenticity, you’ve gone too far.
Keep learning.
Free eBookPut it into practice
Let’s put these principles to the test. Here are three scenarios where common ground theory can help make messaging more impactful and inclusive:
When it comes to sensitive topics, broadcast audiences are like tinderboxes. Segmentation can help navigate some polarized territories. But it’s no fail-safe. Common ground messaging can help maximize audience reach, minimize triggers and distracting debates, and keep your supporters focussed on effective action.
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Finding common ground: animal welfare messaging 
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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