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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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 email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
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. 
Find common ground 
Formatting for skim readers: essential tips 
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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