“A book about technical stuff that didn’t send me to sleep!”Isobel, Communications Manager
“All the best tips, all
in the one place.”Lisa, Campaign Director
“Everything I wish I knew when I started out as a digital campaigner.”Maggie, campaigner
Now more than ever, the world needs more people whose expertise is to change the world. And if those skills aren't already specialised enough, to fuel a cause in 2023 you also need to magically be an expert in online giving, digital advocacy and engagement. But who among us were ever taught the unwritten rules of success?DOWNLOAD / BUY
While there’s no shortage of digital strategy advice, how much of it should non-profits pay attention to? Which ideas that sound intuitive could actually be hurting your long-term engagement? What is leading millions of potential donors and online activists to tune out over time? At Animals Australia, we put a lot of theories to the test and busted plenty of myths. This book outlines what worked for us in practice.
And here’s the truth. A decade of trial and error, research, and pushing boundaries has revealed one universal insight. The real key to building digital power has less to do with tech than it does people. It’s about relationships — forged and nurtured at scale. Tap into the power that exists when communication, design, and tech meet empathy, respect, and a supporter-centric mindset.
Part programmer, part UX designer, part campaign strategist, all nerd. Karen Nilsen has helped several advocacy organisations solve digital challenges. She built the digital strategy and the team that has taken Animals Australia’s online presence from humble beginnings to a supporter base of millions. She is also an accomplished fire eater, retired skydiver, and amateur dog whisperer.Get in touch.
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With special thanks to colleagues near and far who generously offered feedback on this book; and to donors and supporters who fuel our movement's work.
Portrait photography: Jo-Anne McArthur
A playbook for changemakers