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We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because
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.
The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your
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
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications
Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the
What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop
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
Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell
Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will
Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if
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 
How to combat supporter fatigue 
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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