Get a free digital strategy tip of the week:
Unsubscribe any time. We respect your data. View the privacy policy.
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like
If we want to get the most out of email, we need to make it personal. If every message we send sounds
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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
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.
Was this tip useful?
Don’t let these ‘cognitive biases’ hurt your conversion rates 
Emotion vs facts: what’s more persuasive? 
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!
Like this tip? Share it!
