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There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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.
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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 
Why we need to stop thinking about email as a ‘broadcast’ medium 
11 tips that will help you write better subject lines 
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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