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The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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 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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
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 
Should you send emails from your ‘organization’ or an actual person? 
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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