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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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 
Don’t say everything all at once 
Show. Don’t tell. 
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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