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Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid
Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts.
Who are your supporters? And what do they need from you to reach their potential as star advocates or loyal donors? You might
New to SEO? Here’s what works in 2025. If the currency of the Internet is web traffic, then search engine referrals are money
It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights
On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you
The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a
As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win
Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to
If we want to get the most out of email, we need to make it personal. If every message we send sounds
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done
Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing
Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t
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. With a little linguistic gymnastics, you can force your opponent to use your frame.
When live exporters assert that their trade is “not cruel”, what’s the one thing most people think of? That’s right. Cruelty.
Frame Conceded:
“You won’t miss out on protein and iron by eating these plant-based foods!”
“New live export regulations won’t protect animals.”
Frame Owned:
“These plant-based foods are packed with iron and protein!”
“New live export regulations only reinforce cruelty.”
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How ‘why’ is the most important question you need to answer 
Picture this when writing your next headline... 
How NOT to use bold type... 
Hi there! I’m Karen. I’m on a mission to reach my former self. Had I known 10 years ago what I know today, I could have achieved more good, made fewer mistakes, and had more weekends. Every time we share what works, we win faster. Let’s create digital experiences that move people — that grow our base and fuel our movements. Are you with me? Please share this with someone you know who wants to up their digital game!
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