Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
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
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Finding common ground: old and new supporters 
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!
Like this tip? Share it!
