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When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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.”
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Please, abandon your action lists 
How ‘why’ is the most important question you need to answer 
Engage your reader’s emotional brain 
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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