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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

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

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

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.

One email. ONE ASK.

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

Articulate your ‘Theory of Change’

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

Give your headline ‘consequence’

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

When to tell your ‘movement story’

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

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.

Here’s why you should be a rule breaker

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

When’s the best time to send your email broadcast?

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

This little trick will increase your conversion rates

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

A beginner’s guide to segmentation

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

This is what happens when you address your reader as a ‘group’

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

3 design cues that prime supporters for action

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

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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