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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
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
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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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. 
Can you name your headline’s ‘value proposition’? 
Finding common ground: old and new supporters 
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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