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What’s a “Crisitunity”?

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

Please, abandon your action lists

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

This is what happens when you address your reader as a ‘group’

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

When to send an email ‘chaser’

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.

What makes a good ‘hero image’?

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

Email tokenization: what is it?

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Choose the right messenger

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

Never assume anyone knows what you’re talking about

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

How and when to ‘hide’ content

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

A beginner’s guide to digital pipelines

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters

Write your own communications guide

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

Say thanks (and mean it)

Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.

A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money

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.

From: Say more (by saying less)

Karen Nilsen

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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