Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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.
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2024. They ask, “Can’t we just rely
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.
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
New to SEO? Here’s what works in 2024. If the currency of the Internet is web traffic, then search engine referrals are money
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right? Not quite.
Sometimes, trying to convince someone with a series of facts can feel like hitting your head against a brick wall. That’s because being right is not enough.
While few of us will admit it, most people are persuaded by emotion. We then rationalize our position with facts. This means when behavior change is our goal, facts and stats are important—but not as important as an emotionally-persuasive narrative.
Facts and stats ARE important. But not as important as an emotionally persuasive narrative.
The subject matter most of us are working with affords us emotionally-charged content in spades. So, unless you’re writing a factsheet, focus on emotionally-charged content and be discerning with the facts and stats you choose to back up your case.
Leading with facts:
Scientists agree that cages prohibit chickens from expressing their natural behaviors. Cages are cruel and should be banned.
Leading with emotion:
A hen trapped in a cage spends her entire life unable to walk, stretch, or breathe fresh air. Scientists agree this is cruel. Cages should be banned.
There are simple ways to turn ‘fact-heavy’ issues into emotionally-persuasive arguments. Try these five ways to heighten the emotional impact of your writing.
Was this tip useful?
Don’t be a hero (make your supporter the hero!) 
Don’t let these ‘cognitive biases’ hurt your conversion rates 
A beginner’s guide to automated supporter journeys 
6 ways to make page titles click-worthy (not click-baity) 
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!
Like this tip? Share it!
