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One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
One email. ONE ASK. 
How NOT to use bold type... 
Can you name your headline’s ‘value proposition’? 
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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