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You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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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One email. ONE ASK. 
How to hook your reader 
Find common ground 
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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