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The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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
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
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.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
If we want to get the most out of email, we need to make it personal. If every message we send sounds
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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. 
How NOT to write a thank-you email... 
Finding common ground: animal welfare messaging 
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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