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As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re
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
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
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
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 
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11 tips that will help you write better subject lines 
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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