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12 ways to maximize your list building strategy

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where

How (and when) to build a geo-fence

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

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

How much data do you really need to make segmentation work?

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

How NOT to use bold type...

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

How ‘list health’ affects email open rates

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

Buttons vs links: which converts more clicks?

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

Engage your reader’s emotional brain

Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your

Should you send emails from your ‘organization’ or an actual person?

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

Segmenting for ‘behavior’ vs ‘intention’

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.

What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

When to send an email ‘chaser’

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.

A beginner’s guide to remarketing & custom audiences

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Picture this when writing your next headline...

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to

Advocacy

Why ‘Busting Myths’ Often Backfires

Quick
Quick Read
Why ‘Busting Myths’ Often Backfires

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.”

Karen Nilsen

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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