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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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.
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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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How ‘why’ is the most important question you need to answer 
Write your own communications guide 
Never assume anyone knows what you’re talking about 
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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