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When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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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