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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.
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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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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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