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We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
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.
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
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
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
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. 
Show. Don’t tell. 
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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