There’s more than one way to build an email list. The various types of digital assets you can use to attract people to

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

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

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

Your organization and its communication style is unique. Defining it will consolidate expertise, build confidence, and help you and your co-communicators hone an

Don’t wait for supporter fatigue to set in before creating a plan to mitigate it. Nice idea, right? Most of us only recognize

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

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

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

How tempting is it to ‘bust myths’ and confront your opponent’s ridiculous claims head-on!? Hint: very. Proceed with caution—countering false claims can unintentionally

You’ve sent your action or appeal broadcast. It went okay. But you’re not satisfied that enough supporters noticed it or recognized its urgency.

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

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us

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