Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
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
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
How to combat supporter fatigue 
A beginner’s guide to digital profiling 
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!
Like this tip? Share it!
