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Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead
When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model.
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.
The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast
I know what you’re thinking. “Subject lines”. And you’d be right. Subject lines are hailed as the ‘be all and
There’s more than one way to build an email list. The various types of digital assets you can use to attract people to
You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages
Inboxes aren’t often exciting places. Neither are the majority of web pages, if we’re honest. This can work to your advantage. Your
A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image
Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational
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
Great communication is not just about what you say but how you say it. Who says it also matters. You won’t always
The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse
Not every email you send will find its way into an inbox. Optimal deliverability is needed to give your emails a fighting
New to SEO? Here’s what works in 2026. If the currency of the Internet is web traffic, then search engine referrals are money
A token is a little snippet of encoded data that identifies a supporter and can be attached to links in your email broadcasts. When someone clicks on a tokenized link from an email to your website, your website can re-discover who that supporter is and continue to deliver a seamless, personalized experience. Your email broadcast system, website, and CRM will need the ability to ‘talk’ to each other to pull this off.
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