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To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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 digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
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 
One email. ONE ASK. 
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3 design cues that prime supporters for action 
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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