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Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
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’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
Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Serious question. Success is more than a number. It’s an outcome. An increase in list size isn’t an end-goal; 1,000
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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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Beat the curse of knowledge 
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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