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You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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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Why you need to stop talking about yourself 
When to tell your ‘movement story’ 
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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