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Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
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. 
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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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