Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
In 2025, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
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
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
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
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.
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
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
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
You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
How to hook your reader 
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!
Like this tip? Share it!
