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

I’m not saying don’t do heroic things. Keep that up! But when you’re telling your supporters a story of injustice, there’s only

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

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

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

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

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

It doesn’t matter if you’re writing an email, a blog post, or a tweet—the full gamut of attention-seeking and attention-keeping tactics apply. Social

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

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

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If

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

SPOILER: it’s not good. Sure—you know you’re writing an email to 5,000 people. But your task is to make your reader feel like

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

Don’t undercut a great email by hiding it behind a poor subject line. These few words have the power to make or