Found 26 topics tagged ‘Advocacy 101’

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

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)...

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause. But don’t expect anyone to take your word for it. Make the effort to...

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...

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell them exactly what you want them to do. In our tests, this always increases...

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,...