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

The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast

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

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.

In 2026, more emails are being viewed on iPhones than any other device. The average iPhone affords us a measly 41 characters

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

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

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

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

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for

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

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

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

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