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These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
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 
Formatting for skim readers: essential tips 
Say thanks (and mean it) 
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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