You are not your audience. Five humbling words that explain why so many messages fall flat, emails flop, and web pages fail. Could you afford to continue investing time in something that wasn’t...

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...

Think of digital pipelines as pathways that lead your supporters down progressively deeper levels of engagement. Without designing your pipelines intentionally, your supporters may still engage, take action, and donate. However, with intentional design, pipelines will help...

Think of split testing (or AB testing) like a deathmatch for ideas. It’s the best tool we have for figuring out what works and what doesn’t. When you run a split test, two or more versions of...

Most of us have a hard time keeping on top of emails from people we do know, to let alone give a second thought to messages from those we don’t. Failing to be a recognized sender is...

The moment after someone completes an online action presents a critical opportunity. A well-crafted thank-you email will help cement this action as a wholly positive experience—one your supporter will want to repeat when the next critical ask...