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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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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 does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
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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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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