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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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
If we want to get the most out of email, we need to make it personal. If every message we send sounds
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
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 
Formatting for skim readers: essential tips 
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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