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One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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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One email. ONE ASK. 
Anatomy of an action email 
You botched an email broadcast. Now what!? 
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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