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

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only

A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

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

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might

There’s more than one way to build an email list. The various types of digital assets you can use to attract people to