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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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.
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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Are you prioritizing the right list building entry points? 
When to tell your ‘movement story’ 
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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