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New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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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