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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
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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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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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