Imagine you’re at a party. There are plenty of new people you could meet and talk to. There’s a guy talking himself up.

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

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

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

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

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would

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

So you’ve cracked the code to writing a great email. The next step is to push it out to as many people

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

Here’s how the internal dialog usually goes: “We’re torn. We see other organizations sending from individual people but how do we know if

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

Imagine you’re seeing a 25% open rate on your emails. That means whenever you send a broadcast, 3 in every 4 recipients will

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

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

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