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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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 token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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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Please, abandon your action lists 
Finding common ground: old and new supporters 
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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