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Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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 
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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