The curse of knowledge is a cognitive bias that leads us to overestimate the knowledge of our audience. If you allow this curse to infect your writing, you may unwittingly leave supporters feeling confused an alienated. To...

One of the hardest lessons to learn as a communicator is knowing what not to say. In a medium that forces us to compete for the attention spans of our audience, more is most definitely less...

Quick read

A well-placed stat will add weight to your writing—particularly when it’s referenced with a credible source. When working with numbers, all care must be taken to not misinterpret or over-simplify the data. There are therefore good reasons...

Most email broadcast systems come packed with standard analytics. Just to be clear, here’s what we care about: Recipient volume This is the size of the segment your email was sent to. Boost this using list-building strategies...

On-page videos can be your best friend and your worst enemy. At the same time. Know the pros and cons so you can take full advantage without annoying your supporters. Why on-page videos are...

Sometimes, the purpose of an email can be simply to inform. But often, we’re trying to get someone somewhere. An action page. A donation form. A video... When your email has a destination, be protective of...