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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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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