Whether your call to action (CTA) is a button or a link, don’t get too clever. Speak directly to your supporter and tell

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

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

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works

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

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely

If we want to get the most out of email, we need to make it personal. If every message we send sounds

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

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

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

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image