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

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

What draws people to your cause? What motivated your supporters to take their first action? What did they feel when they first donated?

A ‘hero’ image is one that carries the most visual weight in your layout. Usually accompanying your headline, this is the image

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

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

Call it what you will. It’s the idea that when we work together, we’re part of something bigger than ourselves. If achieving

Your reader trusts their own mind way more than they trust yours. No offense but it’s true. Knowing this, try to avoid

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

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

How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet.

The General Data Protection Regulation (commonly, GDPR) came into effect in May 2018. It impacts all businesses and organizations, everywhere in the world,

There are plenty of reasons people struggle to complete online actions. Poor page layouts, confusing language, onerous forms, and too many (or too

Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test