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Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
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 
When to tell your ‘movement story’ 
Finding common ground: meat reduction messaging 
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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