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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.
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
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
There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
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
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
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 
Excite yourself 
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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