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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.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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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Please, abandon your action lists 
How ‘why’ is the most important question you need to answer 
Are you prioritizing the right list building entry points? 
This is what happens when you address your reader as a ‘group’ 
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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