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Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
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.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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. 
How NOT to use bold type... 
Why people don’t complete online actions (and what to do about it) 
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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