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Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers
Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally
These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?
Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.
Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would
Great action pages will attract people via social media, search, traditional media, and even word of mouth. This means they’re ideal for list-building.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
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 
Anatomy of an action email 
Write your own communications guide 
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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