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The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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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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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