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

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

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.

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters

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

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

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

The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test

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.

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

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

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

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens.