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Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
In 2024, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will be unfamiliar with what you sent last time. Some recipients will be new to your list entirely. That’s a big gap. And a massive challenge for long-haul campaigns.
It doesn’t matter if this is the 50th email you’ve sent on the topic; we can never assume our supporters will appreciate the gravity of what’s at stake, unless we always restate the problem.
We can never assume our supporters will appreciate the gravity of what’s at stake, unless we always restate the problem
Problem implied:
“With your help, we can force the government to uphold their own rules and hold live exporters to account.” (why should I care?)
Problem restated:
“With your help, we can force the government to hold live exporters accountable for cruelty. No-one should be allowed to get away with neglecting, abusing, or ‘cooking animals alive’ for profit.” (ah, that’s why)
Draw on this next time you’re rushing out a rapid-response action alert. You’ll notice that this tactic works equally well across all knowledge levels. Let’s say your supporter is fully informed—restating the problem will reignite the fire that drives actions and support. Use it!
From: How ‘why’ is the most important question you need to answer
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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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