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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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. Sometimes there really is a lot to say. Still, there are better options than trying to say everything in one interaction. Readers will find it hard to retain dense information. And rarely do we need to place this much pressure on ourselves.
Pace yourself
Whether you’re communicating through your email list or your social media feed, remember that you’re in an ongoing relationship with your audience. You don’t just get one shot at this. When there’s a lot to say, try saying it over a series of linked emails, web pages, or social media posts. Break up your content into bite-sized ideas and deliver them over time to deepen impact. This will reach more people and give each idea its own time and space to resonate.
Think of digital communications like conversations, not lectures. Be the conversation partner that your supporter wants to come back to.
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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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