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A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
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. 
5 ways to nail your ‘thank you’ emails 
What makes a good ‘hero image’? 
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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