Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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.
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.”
Was this tip useful?
Please, abandon your action lists 
Don’t say everything all at once 
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!
Like this tip? Share it!
