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Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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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