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

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

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

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you

Well-designed email templates are greeeat. But even the best layouts can lull readers into complacency over time. Consider mixing up your formatting occasionally

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

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

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

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

Segmentation gives digital communicators the power to reach the right people with the right message. The shift from a broadcast communication model to

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

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

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.

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.

When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.