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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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
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.
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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.
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
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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