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Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
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
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
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
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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.
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.
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
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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This is what happens when you address your reader as a ‘group’ 
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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