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Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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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