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A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
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.
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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. 
Why we need to stop thinking about email as a ‘broadcast’ medium 
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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