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

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

You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages

Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting

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

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

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

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

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

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

It might seem too obvious to mention. But it’s critical that you’ve defined the objective of your email. Often, it’s to lead your

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

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.

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