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Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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
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.
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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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Email preview text: what you need to know 
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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