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...

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...

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 reinforce them. However, if you can reframe the conversation, you get to own it...

Quick read

How can you simultaneously meet the needs of both long-term and fledgling supporters in ways that don’t patronize or confuse anyone? Let’s apply common ground messaging theory to answer this question. Triggers: Long-term supporters value long-term...

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)...

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...