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Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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.
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
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.
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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. 
Say thanks (and mean it) 
The TWO objectives you need to meet in every email 
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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