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Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
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
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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. 
Find common ground 
How ‘why’ is the most important question you need to answer 
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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