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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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
New to SEO? Here’s what works in 2024. If the currency of the Internet is web traffic, then search engine referrals are money
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
In 2024, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:
- Why this action.
- Why now.
Why THIS action
To answer ‘why this action’, you’ll need to do better than simply telling your supporter what you want them to do. You’ll need to articulate—you guessed it—why. This is the foundation of a supporter-focussed theory of change.
Learn to write an effective supporter-focused theory of change.
Fast-track your digital strategy learning curve.
Free eBookWhy NOW
If you can point to a reason why your supporter needs to act now (and not tomorrow, next week, or next year), then you can dial up persuasiveness by introducing urgency. There’s a name for this approach: the ‘ Crisitunity’ (Crisis + Opportunity). Think of a Crisitunity as your supporter-focussed theory of change on steroids.
Learn how to use the ‘crisitunity’ model to dial urgency in your asks.
Place your supporter at the heart of your change story
And finally, if it’s not clear how your supporter holds the key to creating change, then they’ll have every reason to sit back and expect someone else (probably you) to do the hard work. What makes your supporter uniquely positioned to effect change? Let them know.
Learn how to make your supporter the ‘hero’ of change stories.
Together, these techniques appeal to both the ‘head’ and the ‘heart’. They treat your supporter with respect, and allow them to recognize—and own—their power as a changemaker.
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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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