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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
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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. 
Do you know why you’re building an email list? 
Emotion vs facts: what’s more persuasive? 
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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