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On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting.
As much as we’d like to think otherwise, the human brain isn’t automatically tuned in to what’s important. We’re rather unhelpfully wired for novelty, urgency, and validation. Every time you publish a world-changing message, literally billions of other web pages, emails, and social media posts are trying to steal your audience’s attention—mostly for less virtuous ends.
How do you win?
The first thing advocates need to accept is that being ‘right’—fighting the good fight—is not enough. Important messages will fall by the wayside if a subject line isn’t up to scratch; if we take too long to make a point; if we use the wrong words or too few or too many of them... And to make matters worse, every time your supporter finds a reason to ignore you, your job of reaching them next time gets harder.
It’s easy to publish online content—which explains why there’s so much of it. However, it’s much harder to do it well. Most online communication is mediocre at best. This is an opportunity. By adopting tactics that respect your reader’s time and attention, you can cut through the noise. You can be the one that holds their focus.
There are 10 key topics in this series that will turbocharge your digital comms. Let’s break it down into two big ideas: clarity and persuasiveness.
If only our supporters were mind readers. If only they knew what we know and were conveniently tuned into our wavelength. All the time. But of course—they’re not. Clear communication is more than articulating what’s in your head. It means recognizing that your audience is in a fundamentally different place to you—and that intentional effort is needed to bridge that gap.
As advocates, we need to do more than get a message ‘out’. If we hope to change hearts and minds, our messages need to be moving and memorable. They need to inspire loyalty, drive behavior change, fuel actions, and bring in donations. Here’s your toolkit:
When you’re competing for your audience’s attention, any one of these tactics will give your content an edge. Together, they lay the foundation for effective email and web page communication.
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