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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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
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 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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Say thanks (and mean it) 
What’s the perfect subject line length? 
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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