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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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
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
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
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.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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 
A beginner’s guide to digital profiling 
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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