Relevance — making clear what you have to offer people — is part art and part science. And essential if your organization wants your messages to be compelling.
Your organization can create and maintain a style guide to give your leaders guidance about how to write/speak/present about the issues you work on.
If you’ve done your design work well, your hyperlinks should be highly visible as a user or robot scans the page (or an email) because of color and text emphasis.
Consider this post a “harm reduction” approach to improving the look of your site.
When it comes to audience, I encourage people to be as specific as possible. “People who eat food,” for example, is not specific enough to be useful.
These two books by the Heath Brothers are essential reading for the social justice communicator.
You may not have a very big list, or the time and energy to be doing A/B testing. But, before you rule it out, consider these three things about A/B testing:
Whether a reporter is working for radio, television or print (yes, print still exists), remember these three things and your relationship will go much better.
Every month, many of my clients send email newsletters. Don’t just ask yourself what you want to tell them. Ask what you can send that will have value to them.