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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
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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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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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