The needs of supporters at opposite ends of the engagement spectrum are very different. So are the opportunities. If you are tracking your

Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always

If we want to get the most out of email, we need to make it personal. If every message we send sounds

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers

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

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.

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

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

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.

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

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 would be a lie to claim that ‘delivery time’ is a highly influential factor in email open rates. Compared to heavyweights

Of all the ‘rules’ out there for writing page headlines, this is the most transformative. If your headline sits on a petition

(Not in that way). Do you ever find yourself staring at your screen, wishing the thing you are trying to write was done

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