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SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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.
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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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This little trick will increase your conversion rates 
What makes a good ‘hero image’? 
Do you know why you’re building an email list? 
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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