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Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
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.
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
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.
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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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. 
What’s a “Crisitunity”? 
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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