Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing

Take your time. In the pursuit of saying more with less, I’ll admit—not every big idea can be reduced to a snappy soundbite.

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

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

Whatever you do—don’t just imagine your headline on your page itself. Consider how your headline performs without the rest of your page to

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

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

Preview text appears in most email clients in the form of a few words after or below a subject line. While it doesn’t

Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

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

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If