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...

Whether you’re seeking donations or actions, the formula for writing an effective CTA is pretty simple. To persuade your supporter to drop everything and respond to ask, you need to convince them of two things:...

It’s not hard to preach to the choir. Or to mount an argument so agreeable that it won’t offend or challenge anyone. The business of wide-scale change-making affords us neither of these luxuries. Since you’re reading...

Okay, back up—what’s a ‘value proposition’? Think of your value proposition as the reason your reader should care about investing their time in your page. Importantly, think about this from your reader’s perspective (not...

When you hear of organizations that have amassed millions of online supporters, the first question that often comes to mind is: where did they all come from!? (Followed by: can I have some?) Few organizations talk...

As changemakers, it’s our job to dream up all the ways our supporters can get involved to help our cause or win our campaign. However, we can do better than simply listing these actions. Action lists...

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