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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
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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. 
Testing for email frequency tolerance 
Please, abandon your action lists 
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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