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Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2025. They ask, “Can’t we just rely
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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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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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