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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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. 
When to send an email ‘chaser’ 
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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