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The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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.
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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 and when to ‘hide’ content 
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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