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Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup
On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you
Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if
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
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like
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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How ‘why’ is the most important question you need to answer 
Say thanks (and mean it) 
Dominate Social Media 
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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