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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
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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
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
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
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
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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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Segmenting for high and low engagement 
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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