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What you need to know about ‘deliverability’

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

How ‘why’ is the most important question you need to answer

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

Give your headline ‘consequence’

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Why you need to stop talking about yourself

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.

Are you prioritizing the right list building entry points?

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

A beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

Dominate Social Media

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

Segmenting for high and low engagement

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

Anatomy of an action email

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

One email. ONE ASK.

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

Advocacy

Why ‘Busting Myths’ Often Backfires

Quick
Quick Read
Why ‘Busting Myths’ Often Backfires

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 reinforce them.

However, if you can reframe the conversation, you get to own it. With a little linguistic gymnastics, you can force your opponent to use your frame.

When live exporters assert that their trade is “not cruel”, what’s the one thing most people think of? That’s right. Cruelty.

Frame Conceded:

“You won’t miss out on protein and iron by eating these plant-based foods!”

“New live export regulations won’t protect animals.”


Frame Owned:

“These plant-based foods are packed with iron and protein!”

“New live export regulations only reinforce cruelty.”

Karen Nilsen

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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