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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
If we want to get the most out of email, we need to make it personal. If every message we send sounds
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.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
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
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. 
Please, abandon your action lists 
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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