Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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.
Fast-track your digital strategy learning curve.
Free eBookSteps 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.
Put 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.
Was this tip useful?
Testing for email frequency tolerance 
Finding common ground: old and new supporters 
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!
Like this tip? Share it!
