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

We have Homer Simpson to thank for the term that perfectly describes a communication model that turbocharges action requests with urgency. Because

Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

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

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

Bolding the odd word or phrase can help skim readers catch key ideas you don’t want them to miss. It’s also great for

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

What if you could say the right thing, to the right person, at the right time (while you sleep)? The future of communications

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the

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

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

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

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

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