The education system taught many of us that long words and complex sentence structures are signs of sophistication. Un-learn this as fast as you can! Convoluted language won’t win you any friends in the real world...

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 them there? In the history of Animals Australia’s (several thousand) email broadcasts, there’s no...

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. You know—all the work he has to do; his accomplishments; how great everyone thinks...

I’m so glad you’re here. While it’s far from the most exciting, retention is arguably the most important factor in the success of a long-term digital strategy. Think of these strategies as investments. Relationships take time. Don’t...

Let’s be honest, this stuff is hard. Never in human history has there been a communication medium more competitive than the Internet. Never has our collective attention span been more fleeting. As much as...

Every time you email your supporter, you’re doing much more than delivering a message. You’re cultivating a relationship. If your organization relies on—or hopes to rely on—a digital audience to sustain its work,...