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On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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 
Finding common ground: old and new supporters 
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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