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What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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 
Why you need to stop talking about yourself 
Articulate your ‘Theory of Change’ 
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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