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New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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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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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