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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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.
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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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11 ways to give subject lines consequence (with examples) 
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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