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For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
So you’ve cracked the code to writing a great email. The next step is to push it out to as many people
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
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 education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.
Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
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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Don’t let these ‘cognitive biases’ hurt your conversion rates 
Top 10 ways to turbocharge your digital comms 
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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