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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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. 
Avoid being an unknown sender 
What makes a good ‘hero image’? 
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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