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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
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
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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. 
9 creative ways to mix up tired email formats 
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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