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Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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. 
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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