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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
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
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
Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
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
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
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. 
Give your headline ‘consequence’ 
When to send an email ‘chaser’ 
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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