Trying something risky and new? These methodologies can save you from diving in head first when it might have been wiser to test the waters first. Iterative testing Good for:Long-term optimization of donation and...

Knowing how much or how little to say starts with being clear about your objective. Rarely is it our job to turn readers into subject-matter experts. Mostly, we’re in the business of motivating people to action. If...

You sent 100,000 emails to the wrong list... You directed people to last year’s action... You addressed everyone as “Jane”... It happens. Stop hyperventilating. It’s time to focus. Here’s your action plan. Assess the damage...

What’s the magic number of emails you need to send to maximize supporter engagement and minimize fatigue?The answer is “five”. Kidding. It would be nice if it were that simple. But your ideal email frequency is unique...

These folks are some of the most innovative and transformative communicators in (and beyond) our movement. And they’re on a mission to help us do good better. Worth a follow:Anat Shenker-Osorio is well-known for her work...

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...