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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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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Segmenting for high and low engagement 
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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