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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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Consider the moment before your supporter decides whether to open your email. They must sacrifice something in order to give you their attention.
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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 curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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
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
Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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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3 design cues that prime supporters for action 
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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