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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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 
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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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