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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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
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. 
Don’t be a hero (make your supporter the hero!) 
A beginner’s guide to SEO (search engine optimization) 
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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