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Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
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
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
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
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.
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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
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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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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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