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

Think of a radio tower. Broadcast signals beaming far and wide. Most people think about email broadcasts this way. Please don’t think

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second

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

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

Technology moves at light-speed. Every day, smart people are pushing the boundaries of digital design, user experience, and communication. If we hope

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

If you’ve ever been annoyed by a website that stopped you from watching a video because you’re in the ‘wrong’ country ... you’re

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

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

For several years, I drove a strategy at Animals Australia to send ‘thank-you’ emails to action takers that were jam-packed with followup

Have you ever visited a website only to notice that ads for that site seem to ‘follow’ you around the Internet? You’ve been

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

The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse