Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A

You might know definitively that your call-to-action (CTA) is the single-most strategic thing your supporters can do today to help your cause.

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.

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

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

Most organizations want to grow their online audience. Some of us rely entirely on our supporters to fuel actions and fundraising—the organizational

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.

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

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

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

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

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

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

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

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