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Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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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Excite yourself 
How to combat supporter fatigue 
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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