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These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
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.
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test
Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.
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.
Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an
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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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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