Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
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 are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
Avoid being an unknown sender 
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!
Like this tip? Share it!
