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

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

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

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

Imagine you’ve been asked to have an important conversation with ... ‘someone’. Chances are, you’ll be much happier to have that conversation if

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

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

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

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or

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

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

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

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

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.