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How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
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 
What’s the ideal email frequency? 
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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