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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
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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Find common ground 
A beginner’s guide to email analytics 
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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