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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
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
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 
Finding common ground: animal welfare messaging 
What’s a “Crisitunity”? 
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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