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There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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.
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
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
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
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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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