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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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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Why we need to stop thinking about email as a ‘broadcast’ medium 
Are you prioritizing the right list building entry points? 
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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