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

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.

It would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

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

It can feel intuitive to place your action form elements at the end of your page—after your theory of change. However, your supporter

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

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

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

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

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

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

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

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

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