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A beginner’s guide to split testing

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

11 tips that will help you write better subject lines

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

A beginner’s guide to automated supporter journeys

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

A beginner’s guide to list building

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

5 ways to nail your ‘thank you’ emails

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

Do you know why you’re building an email list?

Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000

Can you name your headline’s ‘value proposition’?

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

A beginner’s guide to web page optimization

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

Has social media dethroned email?

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2025. They ask, “Can’t we just rely

Buttons vs links: which converts more clicks?

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get

Avoid these 4 mistakes when embedding videos

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

When to send an email ‘chaser’

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.

Show. Don’t tell.

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

Why ‘busting myths’ often backfires

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

Dominate Social Media

It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social

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.

From: Say more (by saying less)

Karen Nilsen

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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