When it comes to targeting the best supporters for specific activities, many of us are using (or have used) the sub-list model. You know—the ‘list within the list’ approach. This involves recruiting supporters onto purpose-designed lists...

If we want to get the most out of email, we need to make it personal. If every message we send sounds like it was spat out of a template, it’s going to be hard to...

Cognitive biases are powerful mental distortions that affect the way we think and behave. They are so powerful that they can lead people to act against their own best interests. If you understand them, you can...

Is email dead? Here’s what the data says... Some people question the relevance of emails in 2026. They ask, “Can’t we just rely on social media to communicate with supporters?” To which my instinct is to rush...

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 vision is dependent on the funds and actions of your supporters, you need...

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 space for one hero—and it’s not you. Let me explain... Every story...