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A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money

The TWO objectives you need to meet in every email

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

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

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

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

Top 10 ways to turbocharge your digital comms

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

How to combat supporter fatigue

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

A beginner’s guide to email analytics

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

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

How much data do you really need to make segmentation work?

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

Beat the curse of knowledge

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse

How NOT to write a thank-you email...

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

Dominate Social Media

It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social

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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