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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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. 
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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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