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Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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 
Find common ground 
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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