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Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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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