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Write your own communications guide

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

How to hook your reader

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

A beginner’s guide to SEO (search engine optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money

What’s the ideal email frequency?

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

Never stop learning

These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help

Articulate your ‘Theory of Change’

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

Say more (by saying less)

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

Anatomy of an action email

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

One email. ONE ASK.

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

Don’t let these ‘cognitive biases’ hurt your conversion rates

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

7 traits of a clear writing style

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

Picture this when writing your next headline...

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

Buttons vs links: which converts more clicks?

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get

Never assume anyone knows what you’re talking about

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

Excite yourself

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

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.

From: Say more (by saying less)

Karen Nilsen

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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