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

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

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

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

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

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

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

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

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

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

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

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

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

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