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On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
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.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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. 
6 things that stop people opening emails 
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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