Hello, Changemaker!

Karen Nilsen

Hi I’m Karen. I want to share with you the tactics I’ve used to build digital power and engage a supporter base of millions. Are you ready? Let’s get started!

Why People Don’t Complete Online Actions (and What to Do about It)

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too few) visual cues to name a few. Seven deadly sins of action page...

5 minute read

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too...

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Buttons vs Links: Which Converts More Clicks?

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 them there? In the history of Animals Australia’s (several thousand) email broadcasts, there’s no...

2 minute read

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...

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A Beginner’s Guide to SEO (Search Engine Optimization)

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money trees. Google alone fulfills 3.5 billion search queries per day. This “free” traffic has...

12 minute read

New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money...

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12 Proven Ways to Personalize Your Broadcast Emails

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

7 minute read

If we want to get the most out of email, we need to make it personal. If every message we send sounds...

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This Is What Happens When You Address Your Reader as a ‘Group’

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 you’re writing only to them. When ‘broadcasting’ language slips into our writing,...

4 minute read

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...

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How to Hook Your Reader

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices but it applies anywhere we’re competing for our audience’s attention (so, the entire Internet)...

3 minute read

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices...

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