Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
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.
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.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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.
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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 write statistics for impact 
11 tips that will help you write better subject lines 
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!
