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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
Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of
A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
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. 
Why ‘busting myths’ often backfires 
Excite yourself 
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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