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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
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. 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. 
Beat the curse of knowledge 
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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