Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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.
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
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
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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 
One email. ONE ASK. 
A beginner’s guide to automated supporter journeys 
Formatting for skim readers: essential tips 
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!
