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Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2025. They ask, “Can’t we just rely
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
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.
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
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 
Beat the curse of knowledge 
Find common ground 
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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