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It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
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.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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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