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Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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.
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
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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. 
What’s a “Crisitunity”? 
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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