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Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
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
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
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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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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