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Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely
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
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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. 
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12 proven ways to personalize your broadcast emails 
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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