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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?
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
If we want to get the most out of email, we need to make it personal. If every message we send sounds
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
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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