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Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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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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