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Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
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
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.
Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving
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
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
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
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. 
Why people don’t complete online actions (and what to do about it) 
Say thanks (and mean it) 
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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