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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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. 
When’s the best time to send your email broadcast? 
How and when to ‘hide’ content 
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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