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Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters
We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
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
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video...
When your email has a destination, be protective of the pathway that leads people there
The instant someone clicks on a link in your email, they’re not coming back. Consider your email narrative finished. In other words, you get one chance to lead someone to a web page with your email. Make it count.
The truth is, the more options we offer—the more links we include—the more asks we make—the less likely it is that our supporters will do the one thing we most need them to do. The best action emails have a crystal clear, singular goal. Be conscious that every link that points somewhere other than your ultimate destination will dilute your conversion rate.
Think of your email like a hiking map. Every link in your email is a crossroads with a signpost that points to a destination of interest. If you don’t want supporters wandering off into the wilderness, then don’t lead them astray.
If you want to maximize engagement and neutralize choice paralysis, then limit your asks to a single call to action per email. It’s fine to repeat your CTA, but try your best to make all links point to a single destination.
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Finding common ground: animal welfare messaging 
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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