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

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

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

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

On the surface, it looks like the purpose of a title is to introduce the content of a webpage. But of course—you

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must

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

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

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

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

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

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.

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

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where