To steal a mantra from our friends in journalism: don’t bury the lede. The idea might have started in newspaper offices

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

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

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

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

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

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of

Here’s an important piece of digital communication that you’ve probably never read: Few of us pay attention to stuff like

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

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone.

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

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

Does this sound familiar? Back up your position with facts; the more reasons you can offer, the more persuasive your argument. Right?

If your action email has one job—to get your supporter to click through to a destination—then what’s the quickest way to get